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Copyright © 2010 by Nelson Education Ltd. Chapter 14 Basic Version Integrated Marketing Communications
Copyright © 2010 by Nelson Education Ltd Outline 1.Promotion, marketing communications and IMC defined 2.AIDA concept 3.The promotional mix 4.Direct marketing 5.Optimal promotional mix 6.Push and Pull Strategies 7.Budgeting
Copyright © 2010 by Nelson Education Ltd Promotion Function of informing, persuading, and influencing the consumers purchase decision Marketing communications Transmission from a sender to a receiver of a message dealing with the buyer-seller relationship Integrated marketing communications (IMC) Coordination of all promotional activities to produce a unified, customer- focused promotional message
Copyright © 2010 by Nelson Education Ltd AIDA concept (Attention-Interest-Desire- Action) – an explanation of the steps through which an individual reaches a purchase decision Sender Encoding Channel Decoding Response Feedback Noise
Copyright © 2010 by Nelson Education Ltd Elements of the Promotional Mix Promotional mix Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives Personal selling, advertising, and sales promotion usually account for the bulk of a firms promotional expenditures
Copyright © 2010 by Nelson Education Ltd Direct Marketing Communications Channels Direct mail Catalogues Telemarketing Direct marketing via broadcast channels Electronic direct marketing channels
Copyright © 2010 by Nelson Education Ltd Developing an Optimal Promotional Mix Factors that influence the effectiveness of a promotional to mix: Nature of the market Nature of the product Stage in the product life-cycle Price Funds available for promotion
Copyright © 2010 by Nelson Education Ltd Pulling and Pushing Promotional Strategies Pulling strategy Promotional effort by a seller to stimulate demand among final users, who will then exert pressure on the distribution channel to carry the good or service, pulling it though the marketing channel Often a reliance on advertising and sales promotion Pushing strategy Promotional effort by a seller to members of the marketing channel intended to stimulate personal selling of the good or service, thereby pushing it through the marketing channel
Copyright © 2010 by Nelson Education Ltd Budgeting for Promotional Strategy Percentage-of-sales method Fixed-sum-per-unit method Meeting competition method Task-objective method
Copyright © 2010 by Nelson Education Ltd. Thank You For Your Time 14-10
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Chapter 15 Integrated Marketing Communications.
Foundations of Chapter M A R K E T I N G Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Marketing Communications Strategy 18.
For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Chapter 13: Promotion Introduction to Integrated.
By Suwattana Sawatasuk. The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.
Essentials of Marketing Chapter 13 Promotion – Introduction to Integrated Marketing Communication McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill.
INTEGRATED MARKETING COMMUNI- CATIONS AND DIRECT MARKETING C HAPTER.
14-1 Chapter 14 Integrated Marketing Communications Strategy PRINCIPLES OF MARKETING.
Promotional strategy Module 8. Session overview The role of promotion in the marketing mix Elements in the promotional mix Integrated marketing communications.
Integrated Marketing Communication Strategy Chapter 15.
Communicating Customer Value: Integrated Marketing Communications Strategy 14 Principles of Marketing.
Part Seven Promotion Decisions 18 Integrated Marketing Communications.
Marketing Management 20 th of June Communicating Customer Value Integrated Marketing Communications Strategy.
1 Part Seven : Promotion Strategy Part Seven : Promotion Strategy ( Chapter14-Chapter16)
Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Promotion Strategies Chapter 9.
Integrated marketing Communication Wong Lip Wih, BPharm, Msc,PhD.
Chapter 16 © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole.
Integrated Marketing Communication Definition The Marketing Communications Mix The specific mix of advertising, personal selling, sales promotion,
Chapter 14 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fourteen Communicating Customer Value: Integrated Marketing.
Copyright © 2001 by Harcourt, Inc. All rights reserved CHAPTER FIFTEEN INTEGRATED MARKETING COMMUNICATIONS Text by Profs. Gene Boone & David Kurtz.
For use only with Perreault/Cannon/ McCarthy texts, © 2009 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion Introduction to Integrated.
1 Setting the Promotional Budget Affordability Method Budget is set at a level that a company can afford Percentage-of-Sales Method Past or forecasted.
Promotion and Integrated Marketing Communication Advertising Public Relations/ Publicity Personal Selling Sales Promotion Direct Marketing Chapters 12,
Promotion Means Effective Communications Marketing Chapter 15.
Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 16 Integrated Marketing Communications Professor Close.
IMC Communication Tools Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling.
Chapter 1 Integrated Marketing Communications. Chapter 1: IMC Chapter Objectives We will: 1. Review the various elements of the promotional mix 2. Summarize.
Promotional Planning B2B BA 303 C Session Lindell Phillip Chew University of Missouri- St. Louis, College of Business Administration.
Integrated Marketing Communications Copyright © Houghton Mifflin Company. All rights reserved. PowerPoint Presentation by Charlie Cook 17 Part Five Promotion.
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Students will discover the importance and elements used in developing a PROMOTION MIX to market sports businesses.
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