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Copyright © 2015 McGraw-Hill Education. All rights reserved

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1 Copyright © 2015 McGraw-Hill Education. All rights reserved
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

2 Describe the promotional mix and the uniqueness of each component.
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: Discuss integrated marketing communication and the communication process. LO 17-1 LO 17-2 Describe the promotional mix and the uniqueness of each component. 17-2

3 Describe the elements of the promotion decision process.
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies. LO 17-3 LO 17-4 Describe the elements of the promotion decision process. LO 17-5 Explain the value of direct marketing for consumers and sellers. 17-3

4 WHAT ARE THEY SAYING IN THE TWITTERSPHERE? ¡YO QUIERO TACO BELL!
17-4

5 THE COMMUNICATION PROCESS
LO 17-1 Promotional Mix Inform Prospective Buyers Persuade Them To Try Remind Them of the Benefits Integrated Marketing Communications (IMC) 17-5

6 FIGURE 17-1 The communication process consists of six key elements
17-6

7 THE COMMUNICATION PROCESS
LO 17-1 Communication Source Message Channel of Communication Receivers 17-7

8 THE COMMUNICATION PROCESS
LO 17-1 Field of Experience Encoding Decoding Noise Feedback Response Feedback Loop 17-8

9 MINI Paceman Ad Who is the source. What is the message
MINI Paceman Ad Who is the source? What is the message? How would you decode this ad? LO 17-1 17-9

10 FIGURE 17-2 The five elements of the promotional mix
17-10

11 THE PROMOTIONAL ELEMENTS ADVERTISING
LO 17-2 Mass Selling Customized Interaction vs. Advertising Paid Aspect Advantages Nonpersonal Disadvantages 17-11

12 THE PROMOTIONAL ELEMENTS PERSONAL SELLING
LO 17-2 Personal Selling Wasted Coverage Advantages Disadvantages 17-12

13 THE PROMOTIONAL ELEMENTS PUBLIC RELATIONS
LO 17-2 Public Relations Publicity Advantages Disadvantages 17-13

14 THE PROMOTIONAL ELEMENTS SALES PROMOTION AND DIRECT MARKETING
LO 17-2 Sales Promotion Advantages Disadvantages Direct Marketing Advantages Disadvantages 17-14

15 IMC—DEVELOPING THE PROMOTIONAL MIX THE TARGET AUDIENCE
Determine the Balance of the Promotional Elements to be Used Coordinate the Promotional Effort Assess Target Audience Characteristics Consumers Businesses 17-15

16 MARKETING MATTERS How Can You Reach Today’s College Students
MARKETING MATTERS How Can You Reach Today’s College Students? With Mobile Marketing! LO 17-3 17-16

17 FIGURE The product life cycle illustrates how promotional objectives and activities change over the four stages 17-17

18 IMC—DEVELOPING THE PROMOTIONAL MIX THE PRODUCT LIFE CYCLE
Introduction Stage Growth Stage Maturity Stage Decline Stage 17-18

19 IMC—DEVELOPING THE PROMOTIONAL MIX PRODUCT CHARACTERISTICS
Complexity Risk Ancillary Services 17-19

20 IMC—DEVELOPING THE PROMOTIONAL MIX STAGES OF THE BUYING DECISION
Prepurchase Stage Purchase Stage Postpurchase Stage 17-20

21 FIGURE The importance of promotional elements varies during the stages of the consumer purchase decision process 17-21

22 IMC—DEVELOPING THE PROMOTIONAL MIX CHANNEL STRATEGIES
Push Strategy Pull Strategy Direct-to-Consumer 17-22

23 FIGURE 17-5 A comparison of push and pull promotional strategies
17-23

24 FIGURE 17-6 The promotion decision process includes planning, implementation, and evaluation
17-24

25 DEVELOPING AN IMC PROGRAM THE PROMOTION DECISION PROCESS
The Four “W”s: Who is the Target Audience? What are the Objectives, Budget, & Tools? Where Should the Promotion Be Run? When Should the Promotion Be Run? 17-25

26 DEVELOPING AN IMC PROGRAM IDENTIFYING THE TARGET AUDIENCE
Behaviorial Targeting 17-26

27 DEVELOPING AN IMC PROGRAM SPECIFYING THE PROMOTION OBJECTIVES
Hierarchy of Effects Awareness Trial Interest Adoption Evaluation 17-27

28 DEVELOPING AN IMC PROGRAM SETTING THE PROMOTION BUDGET
Percentage of Sales Budgeting Competitive Parity Budgeting Matching Competitors Share of Market All-You-Can-Afford Budgeting Objective and Task Budgeting 17-28

29 FIGURE 17-7 U.S. promotion expenditures of the top 10 companies
17-29

30 USING MARKETING DASHBOARDS How Much Should You Spend on IMC?
LO 17-4 Promotion-to-Sales Ratio 17-30

31 DEVELOPING AN IMC PROGRAM
Selecting the Right Promotional Tools Designing the Promotion Scheduling the Promotion 17-31

32 EXECUTING AND ASSESSING THE PROMOTION PROGRAM
LO 17-4 Pretesting Posttesting IMC Audit 17-32

33 The Growth of Direct Marketing
LO 17-5 The Growth of Direct Marketing The Value of Direct Marketing Direct Orders Priceline Ad Lead Generation Traffic Generation Technological, Global and Ethical Issues in Direct Marketing 17-33

34 FIGURE 17-8 Business usage and response rates of popular forms of direct marketing
17-34

35 MAKING RESPONSIBLE DECISIONS What Is the Future of Your Privacy?
LO 17-5 Do-Not-Call Do Not Mail E-Privacy Directive Do Not Track Ad Choices 17-35

36 MOUNTAIN DEW: USING IMC AND SOCIAL MEDIA TO CREATE AND PROMOTE A NEW FLAVOR
VIDEO CASE 17 17-36

37 FIGURE 1 The seven stages of the DEWmocracy 2 campaign
17-37


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