Chapter 14 Integrated Marketing Communications PROMOTION

Promotion Inform Persuade Remind Chapter 14 Integrated Marketing Communications Promotion Inform Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Persuade Remind

Chapter 14 Integrated Marketing Communications Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Advertising Public Relations Sales Promotion Personal Selling Word-of-Mouth

Chapter 14 Integrated Marketing Communications Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

Electronic Advertising Media Chapter 14 Integrated Marketing Communications Advertising Media Traditional Advertising Media Electronic Advertising Media Television Radio Newspapers Magazines Books Direct mail Billboards Internet Electronic mail Interactive video

Advertising Disadvantages Advantages Total cost is high Chapter 14 Integrated Marketing Communications Advertising Disadvantages Total cost is high Advantages Reach large number of people Low cost per contact

Chapter 14 Integrated Marketing Communications Public Relations Public information about a company, good, or service appearing in the mass media as a news item, which is free to the company.

Public Relations Disadvantages Advantages Chapter 14 Integrated Marketing Communications Public Relations Disadvantages Give up much of your control of your message Not all publicity is positive Advantages Publicity is free; advertising is not Can be used to create a positive image within the community Viewed as being more credible or believable than advertising

Sales Promotion Popular Tools for Consumer Sales Promotion Chapter 14 Integrated Marketing Communications Sales Promotion Free samples Contests Trade Shows Vacation Giveaways Coupons Popular Tools for Consumer Sales Promotion

Sales Promotion Disadvantages Advantages Chapter 14 Integrated Marketing Communications Sales Promotion Disadvantages Difficult to end without the customers becoming dissatisfied Store image and sales can suffer if the promotion is not properly planned and managed Advantages Unique and has special appeal to a potential customer Helps build customer loyalty

Chapter 14 Integrated Marketing Communications Personal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale.

Personal Selling Disadvantages Advantages Chapter 14 Integrated Marketing Communications Personal Selling Disadvantages On a per contact basis, personal selling is the most expensive form of promotion Advantages Person contact with customer Can track success

Characteristics of Advertising Chapter 14 Integrated Marketing Communications Characteristics of Advertising Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Advertising Indirect and non-personal Low Little Delayed One-way Yes Fast Same message to all audiences

Characteristics of Public Relations Chapter 14 Integrated Marketing Communications Characteristics of Public Relations Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Public Relations Usually indirect, non-personal Moderate to low Little Delayed One-way No Usually fast Usually no direct control

Characteristics of Sales promotion Chapter 14 Integrated Marketing Communications Characteristics of Sales promotion Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Sales Promotion Usually indirect and non-personal Moderate to low Little to moderate Varies Mostly one-way Yes Fast Same message to varied target

Characteristics of Personal Selling Chapter 14 Integrated Marketing Communications Characteristics of Personal Selling Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Personal Selling Direct and face-to-face High Much Immediate Two-way Yes Slow Tailored to prospect

Goals and Tasks of Promotion Chapter 14 Integrated Marketing Communications Goals and Tasks of Promotion Informing Reminding Persuading Target Audience