INTEGRATED MARKETING COMMUNI- CATIONS AND DIRECT MARKETING C HAPTER

Communication by marketers that informs, reminds, and persuades potential buyers of a product in order to influence an opinion or elicit a response. WHAT IS PROMOTION?

Advertising Elements of the Promotional Mix Elements of the Promotional Mix Personal Selling Public Relations Sales Promotion PROMOTIONAL MIX Direct Marketing

Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. ADVERTISING

Public information about a company, good, or service appearing in the mass media as a news item. It is NOT paid for by the marketer, and the company is not identified as the source of the information. PUBLICITY

Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards E-media TRADITIONAL ADVERTISING MEDIA

the two-way flow of communication between a buyer and seller, often in face-to-face encounter, designed to influence a persons or groups purchase decision. PERSONAL SELLING

The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance. PUBLIC RELATIONS

GOAL is to enhance and speed up the effectiveness of the other three. Marketing activities-other than personal selling, advertising and public relations-that stimulate consumer buying and dealer effectiveness. SALES PROMOTION

Free samples Contests Premiums Trade Shows Vacation Giveaways Coupons Popular Tools for Consumer Sales Promotion Popular Tools for Consumer Sales Promotion SALES PROMOTION TOOLS

direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. DIRECT MARKETING

A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused. I can send it out, but how do I know what was received ? INTEGRATED MARKETING COMMUNICATIONS

Noise Source Encoding Message Feedback Channel Feedback Channel Message Channel Message Channel Decoding Message Decoding Message Receiver THE COMMUNICATION PROCESS The process by which we exchange or share meanings through a common set of symbols.

Criteria for Selecting Media Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility

The promotional mix

Nature of the Product Promotional Funds Target Market Factors Type of Buying Decision Stage in PLC Push or Pull Strategy These are much like the factors that affect your distribution choice FACTORS EFFECTING MEDIA CHOICE

FIGURE 15-3 FIGURE 15-3 Promotional tools used over the product life cycle of Purina Dog Chow

A comparison of push vs pull promotional strategiespushpull

Setting the Promotion Budget % of Sales Budgeting – last years sales sets this years budget All-You-Can-Afford Budgeting – promo when all other costs are covered Objective and Task Budgeting – best method; set current objectives & divide current funds Competitive Parity Budgeting – do like your competitors

Push Strategy A push strategy consists of directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

Pull Strategy A pull strategy consists of directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.

AN IMC FOR A TORO SNOWTHROWER IN-CLASS ACTIVITY 15-1

Toro Power Max News Release (Page 1)

Toro Power Max Radio Ad Click to Play Radio Ad

Toro Power Max Point-of-Purchase Kit (1) Brochure & Holder Buying Power Finance Poster Hanging Mobile Feature Card Chute Wobbler

Counter Mat Loop Video Indoor/Outdoor Banner Coop Ad Toro Power Max Point-of-Purchase Kit (2)