Figure 12-1 Integrated Marketing Communications Copyright 2007, Prentice-Hall, Inc.

Advertising Can reach masses of geographically dispersed buyers. Can repeat a message many times. Is impersonal, one-way communication. Can be very costly for some media types. Copyright 2007, Prentice-Hall, Inc.

Personal Selling Involves personal interaction between two or more people. Allows relationship building. Most effective way for preferences, convictions, and actions to be influenced. Most expensive promotion tool; requires long-term commitment. Copyright 2007, Prentice-Hall, Inc.

Sales Promotion Wide assortment of tools. Attracts consumer attention. Offers strong incentives to buy. Invites and rewards quick consumer response. Effects are short-lived. Copyright 2007, Prentice-Hall, Inc.

Public Relations Very believable. Reaches people who avoid salespeople and ads. Can dramatize a company or product. Tends to be used as an afterthought. Planned use can be effective and economical. Copyright 2007, Prentice-Hall, Inc.

Direct mail is one form of direct marketing. Many forms that share four primary characteristics: Nonpublic Immediate Customized Interactive Well suited to highly targeted marketing. Direct mail is one form of direct marketing. Copyright 2007, Prentice-Hall, Inc.

Figure 12-2 Push Vs. Pull Promotion Strategy Copyright 2007, Prentice-Hall, Inc.

Figure 12-3 Major Decisions in Advertising Copyright 2007, Prentice-Hall, Inc.

Fulfilling Objectives Marketing in Action Fulfilling Objectives Outdoor advertising (billboard, transit, etc.) is often used for reminder purposes. Print ads can fulfill this objective as well. Which of the ads above is/are attempting to remind consumers, versus inform or persuade? Copyright 2007, Prentice-Hall, Inc.

Celebrity Endorsements Marketing in Action Celebrity Endorsements www.whymilk.com Celebrity endorsements have been at the heart of the “ Got Milk?” milk mustache campaign for years. Copyright 2007, Prentice-Hall, Inc.

Humorous Advertising Appeals Marketing in Action Humorous Advertising Appeals Humorous advertising tones are being used in the marketing of many products, including dictionaries. Copyright 2007, Prentice-Hall, Inc.

Alternative Media Marketing in Action Can you think of any other examples? Copyright 2007, Prentice-Hall, Inc.

Let’s Talk! The Summit Combo unit offers the convenience of a refrigerator, freezer, and microwave combined into a single, compact, energy-efficient unit. The product is targeted towards people in college residence halls, assisted-living facilities, government offices, and business offices. What media categories and vehicles would you use to reach these targets? Can you think of some alternative media that might be useful as well? Copyright 2007, Prentice-Hall, Inc.

Pull-Oriented Sales Promotions Marketing in Action Pull-Oriented Sales Promotions Pull-oriented sales promotions are those that target the ultimate consumer and encourage consumers to prefer a particular brand to competitive offerings. Contests and coupons are two examples of pull-oriented sales promotions. Copyright 2007, Prentice-Hall, Inc.

Let’s Talk! Point-of-purchase displays can draw attention to the brand and stimulate impulse buys. Why do you think many retailers resist using POP displays? Copyright 2007, Prentice-Hall, Inc.

Trade Shows Marketing in Action The International Consumer Electronics trade show attracts over 20,000 exhibitors and over 130,000 visitors. Copyright 2007, Prentice-Hall, Inc.

Public Relations Marketing in Action Scholastic sponsored low-cost sleepovers, games, and costume contests which effectively promoted the release of the sixth Harry Potter book. Copyright 2007, Prentice-Hall, Inc.