1. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter Fifteen Developing Integrated Marketing Communications 15 | 1

2. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives 1. Describe integrated marketing communications 2. Understand the role of promotion 3. Explain the purposes of the three types of advertising 4. Describe the advantages and disadvantages of the major advertising media 5. Identify the major steps in developing an advertising campaign 6. Recognize the various kinds of salespersons, the steps in the personal-selling process, and the major sales management tasks 15 | 2

3. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives (contd) 7. Describe sales promotion objectives and methods 8. Understand the types and uses of public relations 9. Identify the factors that influence the selection of promotion-mix ingredients 10. Identify and explain the criticisms of promotion 15 | 3

4. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. What Is Integrated Marketing Communications? Define Integrated Marketing Communications Why is IMC important for marketers? What are media outlets and tools used in developing effective IMC? 15 | 4

5. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Promotion Know the two common misconceptions about Promotion What are the Roles of Promotion in marketing? Be able to describe the relationship between information flows and promotional effectiveness Define Promotion Mix and be able to list and describe the four elements Advertising Personal Selling Sales Promotion Public Relations Are all four of these elements always required in an effective promotion mix? 15 | 5

6. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Know the different Types of Advertising and their purposes Primary-Demand Advertising Institutional Advertising Selective-Demand (Brand) Advertising Immediate-Response Advertising Reminder Advertising Comparative Advertising 15 | 6

7. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Media Know the different Advertising Media Newspapers Magazines Direct Mail Television Out-of-Home Advertising Yellow Pages Advertising Radio Internet Online Social Media What are the advantages and disadvantages of each medium? 15 | 7

8. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Major Steps in Developing an Advertising Campaign Know the steps in Developing an Advertising Campaign 1.Identify and analyze the target audience 2.Define the advertising objectives 3.Create the advertising platform 4.Determine the advertising appropriation 5.Develop the media plan 6.Create the advertising message 7.Execute the campaign 8.Evaluate advertising effectiveness 15 | 8

9. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Agencies Define Advertising Agencies Be prepared to discuss the services generally offered by advertising agencies Know the different between In-House Advertising Departments and Independent Advertising Agencies 15 | 9

10. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Personal Selling Define Personal Selling What are its pros and cons? Know the difference between different kinds of salespersons Order Getter Order Taker Sales Support Personnel Missionary Salespersons Trade Salespersons Technical Salespersons 15 | 10

11. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Six Steps of the Personal-Selling Process Know the Six Steps of the Personal-Selling Process 1.Prospecting 2.Approaching the Prospect 3.Making the Presentation 4.Answering Objections 5.Closing the Sale 6.Following Up 15 | 11

12. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Managing Personal Selling Be prepared to discuss what Setting Sales Objectives involves What must managers do to manage their personal selling sales force? How can managers attract, hire, train, adequately compensate, and motivate salespersons? 15 | 12

13. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sales Promotion Define Sales Promotion Know the Sales Promotion Objectives (Hint: There are ten) Be prepared to explain the different Sales Promotion Methods Consumer Sales Promotion Method Trade Sales Promotion Method 15 | 13

14. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sales Promotion Methods Know the Factors Influencing the Choice of Sales Promotion Method Objectives of the sales promotional effort Product characteristics Target market profile Distribution channels Availability of resellers Competitive and regulatory forces in the environment 15 | 14

15. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sales Promotion Methods (contd) Define Rebate Coupon Sample Premium Frequent-User Incentives Point-of-Purchase Displays Trade Shows Buying Allowance Cooperative Advertising 15 | 15

16. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Public Relations Define Public Relations At whom are public relations efforts generally targeted? Be prepared to discuss different Types of Public Relations Tools Written and spoken communications Event sponsorship What are the principal uses of public relations? 15 | 16

17. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Publicity and Promotion Define Publicity In what media can publicity appear? What are some of the main issues covered in News Releases? Define Promotional Campaign What role does promotion play in the overall marketing mix? Be prepared to discuss some of the principal promotion and marketing objectives covered in the textbook 15 | 17

18. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Developing the Promotion Mix How do marketers develop a promotion mix? Can more than one promotion mix be used at one time? On what do the Promotion Mix Ingredients depend? Be prepared to discuss some of the criticisms of promotion 15 | 18