1. Chapter 18 Promotion: Integrated Marketing Communications

2. I. What is Promotion? Communicating information between the seller and potential buyer to influence the attitudes and behavior of the potential buyer. Communicating information between the seller and potential buyer to influence the attitudes and behavior of the potential buyer.

3. II. Elements of the Promotion Mix Personal selling Advertising Public Relations / Publicity Sales Promotion Direct Marketing

4. Personal Selling Direct face-to-face communication between sellers and potential buyers. Examples – car sales person, pharmecutical rep

5. Advertising Any paid form of nonpersonal communication through the mass media about a good, service, or idea by an identified sponsor. Examples – advertisements in magazines, newspapers, radio, and TV

6. Public Relations A form of communication that seeks to influence what customers, potential customers, stockholders, suppliers, and employees think about a company and its products. Examples – special events, annual reports, press conferences

7. Publicity News carried by the media about a firm or its products at no charge to the organization for media time and space Example – book reviews, articles carried in newspaper about new store opening, guest appearances on TV and radio shows

8. Sales Promotion Short-term incentives used to arouse interest in buying a good or service. Examples – coupons, sweepstakes, contests, free samples, rebates

9. Direct Marketing Direct communication with consumers to generate a response in the form of an order, a request for information, or a visit to a retail outlet. Examples – direct mail, catalogs, telemarketing, online marketing

10. III. Integrated Marketing Communications Designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences. Designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences.

11. IV. The Communications Process SourceMessage Channel of communication ReceiverEncodingDecodingNoiseFeedback

12. Slide 18-7 FIGURE 18-1 The communication process

13. Slide 18-9 BMW X3 Who is the source and what is the message?