McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

THE COMMUNICATION PROCESS LO1 Promotional Mix Inform Prospective Buyers Persuade Them To Try Remind Them of the Benefits Integrated Marketing Communications (IMC) 18-2

FIGURE 18-1 The communication process consists of six key elements 18-3

THE COMMUNICATION PROCESS LO1 Communication Source Message Channel of Communication Receivers 18-4

THE COMMUNICATION PROCESS ENCODING, DECODING, FEEDBACK, & NOISE LO1 Field of Experience Encoding Decoding Noise Feedback Response Feedback Loop 18-5

FIGURE 18-2 The five elements of the promotional mix 18-6

IMC—DEVELOPING THE PROMOTIONAL MIX THE PRODUCT LIFE CYCLE LO3 Introduction Stage Growth Stage Advertising to bring about awareness/ maybe even publicity.. Growth – persuade to buy over competitors..advertising/ even personal selling Maturity state – maintain existing business..remind sales promotions Decline… Maturity Stage Decline Stage 18-7

FIGURE 18-3 Promotional tools used over the product life cycle of Purina Dog Chow 18-8

IMC—DEVELOPING THE PROMOTIONAL MIX PRODUCT CHARACTERISTICS Complexity Refers to the technical sophistication of the product and hence the amount of understanding..required..financial risk , social risk and physical risk..Ancillary services..pertain to the degree of service or support required after the sale Risk Ancillary Services 18-9

IMC—DEVELOPING THE PROMOTIONAL MIX CHANNEL STRATEGIES LO3 Push Strategy Pull Strategy Push channel through..to gain their cooperation in ordering stock ….or pull where it is consumers requesting or asking to be supplied with certain product etc.. Direct-to-Consumer 18-10

FIGURE 18-5 A comparison of push and pull promotional strategies 18-11

DEVELOPING AN IMC PROGRAM Identifying the Target Audience Specifying Promotion Objectives Hierarchy of Effects Awareness Trial Interest Adoption Evaluation 18-12