1. Lecture on Marketing Communication and Direct Marketing

2. THE COMMUNICATION PROCESS

3. THE COMMUNICATION PROCESS
Communications
Source
Message
Channel of Communication
Receivers

4. THE COMMUNICATION PROCESS
Encoding and Decoding
Field of experience
Feedback
Response
Noise

5. THE PROMOTIONAL MIX

6. THE PROMOTIONAL ELEMENTS
Advertising
Personal Selling
Public Relations
Publicity
Sales Promotion
Direct Marketing

7. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX
The Target Audience
The Product Life Cycle
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage

8. Promotional tools used over the product life cycle of Purina Dog Chow

9. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX
Product Characteristics
Stages of the Buying Decision
Prepurchase Stage
Purchase Stage
Postpurchase Stage

10. The importance of promotional elements varies during the consumer’s purchase decision

11. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX
Channel Strategies
Push Strategy
Pull Strategy

12. A comparison of push and pull promotional strategies

13. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX

14. DEVELOPING THE PROMOTION PROGRAM
Who is the target audience?
What are (1) the promotion objectives, (2) the amounts of money that can be budgeted for the promotion program, and (3) the kinds of promotion to use?
Where should the promotion be run?
When should the promotion be run?

15. DEVELOPING THE PROMOTION PROGRAM

16. DEVELOPING THE PROMOTION PROGRAM
Identifying the Target Audience
Specifying Promotion Objectives
Hierarchy of effects
Setting the Promotion Budget

17. U.S. promotion expenditures by companies in 2000

18. DEVELOPING THE PROMOTION PROGRAM
Setting the Promotion Budget
Percentage of Sales
Competitive Parity
All You Can Afford
Objective and Task

19. The objective and task approach

20. DEVELOPING THE PROMOTION PROGRAM
Selecting the Right Promotional Tools
Designing the Promotion
Scheduling the Promotion

21. EXECUTING AND EVALUATING THE PROMOTION PROGRAM
Ideally, pretest and posttest

22. DIRECT MARKETING
The Growth of Direct Marketing

23. Direct marketing expenditures, sales and employment by medium

24. DIRECT MARKETING The Value of Direct Marketing
Direct orders
Lead generation
Traffic generation
Technological, Global, and Ethical Issues in Direct Marketing