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Copyright © 2010 by Nelson Education Ltd. Chapter 14 Basic Version Integrated Marketing Communications
Copyright © 2010 by Nelson Education Ltd. 14-2 Outline 1.Promotion, marketing communications and IMC defined 2.AIDA concept 3.The promotional mix 4.Direct marketing 5.Optimal promotional mix 6.Push and Pull Strategies 7.Budgeting
Copyright © 2010 by Nelson Education Ltd. 14-3 Promotion Function of informing, persuading, and influencing the consumers purchase decision Marketing communications Transmission from a sender to a receiver of a message dealing with the buyer-seller relationship Integrated marketing communications (IMC) Coordination of all promotional activities to produce a unified, customer- focused promotional message
Copyright © 2010 by Nelson Education Ltd. 14-4 AIDA concept (Attention-Interest-Desire- Action) – an explanation of the steps through which an individual reaches a purchase decision Sender Encoding Channel Decoding Response Feedback Noise
Copyright © 2010 by Nelson Education Ltd. 14-5 Elements of the Promotional Mix Promotional mix Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives Personal selling, advertising, and sales promotion usually account for the bulk of a firms promotional expenditures
Copyright © 2010 by Nelson Education Ltd. 14-6 Direct Marketing Communications Channels Direct mail Catalogues Telemarketing Direct marketing via broadcast channels Electronic direct marketing channels
Copyright © 2010 by Nelson Education Ltd. 14-7 Developing an Optimal Promotional Mix Factors that influence the effectiveness of a promotional to mix: Nature of the market Nature of the product Stage in the product life-cycle Price Funds available for promotion
Copyright © 2010 by Nelson Education Ltd. 14-8 Pulling and Pushing Promotional Strategies Pulling strategy Promotional effort by a seller to stimulate demand among final users, who will then exert pressure on the distribution channel to carry the good or service, pulling it though the marketing channel Often a reliance on advertising and sales promotion Pushing strategy Promotional effort by a seller to members of the marketing channel intended to stimulate personal selling of the good or service, thereby pushing it through the marketing channel
Copyright © 2010 by Nelson Education Ltd. 14-9 Budgeting for Promotional Strategy Percentage-of-sales method Fixed-sum-per-unit method Meeting competition method Task-objective method
Copyright © 2010 by Nelson Education Ltd. Thank You For Your Time 14-10
Integrated Marketing Communications
Setting the Promotional Budget
Essentials of Marketing 13e
INTEGRATED MARKETING COMMUNI- CATIONS AND DIRECT MARKETING C HAPTER.
Promotional strategy Module 8.
For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Chapter 13: Promotion Introduction to Integrated.
by Suwattana Sawatasuk
Integrated Marketing Communications Strategy
Chapter 14Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Outcomes: Chapter 14 Integrated Marketing Communications.
Copyright Cengage Learning 2013 All Rights Reserved 1 Chapter 16: Promotional Planning for Competitive Advantage Introduction to Designed & Prepared by.
Kotler / Armstrong, Chapter 14
Integrated Marketing Communications Promotional Strategies at a Glance Chapter 14.
An Introduction to Integrated Marketing Communications
Copyright © 2015 McGraw-Hill Education. All rights reserved
Chapter 15 Integrated Marketing Communications
Copyright 2004 McGraw-Hill Australia Pty Limited PPTs t/a Marketing 4/e by Quester, McGuiggan, Perreault and McCarthy 14–1 Part 3: The marketing mix.
Integrated Marketing Communication Strategy
Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy.
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