1. Copyright © 2015 McGraw-Hill Education. All rights reserved
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

2. Describe the promotional mix and the uniqueness of each component.
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO:
Discuss integrated marketing communication and the communication process.
LO 17-1
LO 17-2
Describe the promotional mix and the uniqueness of each component.
17-2

3. Describe the elements of the promotion decision process.
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO:
Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies.
LO 17-3
LO 17-4
Describe the elements of the promotion decision process.
LO 17-5
Explain the value of direct marketing for consumers and sellers.
17-3

4. WHAT ARE THEY SAYING IN THE TWITTERSPHERE? ¡YO QUIERO TACO BELL!
17-4

5. THE COMMUNICATION PROCESS
LO 17-1
Promotional Mix
Inform Prospective Buyers
Persuade Them To Try
Remind Them of the Benefits
Integrated Marketing Communications (IMC)
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6. FIGURE 17-1 The communication process consists of six key elements
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7. THE COMMUNICATION PROCESS
LO 17-1
Communication
Source
Message
Channel of Communication
Receivers
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8. THE COMMUNICATION PROCESS
LO 17-1
Field of Experience
Encoding
Decoding
Noise
Feedback
Response
Feedback Loop
17-8

9. MINI Paceman Ad Who is the source. What is the message
MINI Paceman Ad Who is the source? What is the message? How would you decode this ad?
LO 17-1
17-9

10. FIGURE 17-2 The five elements of the promotional mix
17-10

11. THE PROMOTIONAL ELEMENTS ADVERTISING
LO 17-2
Mass Selling
Customized Interaction
vs.
Advertising
Paid Aspect
Advantages
Nonpersonal
Disadvantages
17-11

12. THE PROMOTIONAL ELEMENTS PERSONAL SELLING
LO 17-2
Personal Selling
Wasted Coverage
Advantages
Disadvantages
17-12

13. THE PROMOTIONAL ELEMENTS PUBLIC RELATIONS
LO 17-2
Public Relations
Publicity
Advantages
Disadvantages
17-13

14. THE PROMOTIONAL ELEMENTS SALES PROMOTION AND DIRECT MARKETING
LO 17-2
Sales Promotion
Advantages
Disadvantages
Direct Marketing
Advantages
Disadvantages
17-14

15. IMC—DEVELOPING THE PROMOTIONAL MIX THE TARGET AUDIENCE
Determine the Balance of the Promotional Elements to be Used
Coordinate the Promotional Effort
Assess Target Audience Characteristics
Consumers
Businesses
17-15

16. MARKETING MATTERS How Can You Reach Today’s College Students
MARKETING MATTERS How Can You Reach Today’s College Students? With Mobile Marketing!
LO 17-3
17-16

17. FIGURE The product life cycle illustrates how promotional objectives and activities change over the four stages
17-17

18. IMC—DEVELOPING THE PROMOTIONAL MIX THE PRODUCT LIFE CYCLE
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
17-18

19. IMC—DEVELOPING THE PROMOTIONAL MIX PRODUCT CHARACTERISTICS
Complexity
Risk
Ancillary Services
17-19

20. IMC—DEVELOPING THE PROMOTIONAL MIX STAGES OF THE BUYING DECISION
Prepurchase Stage
Purchase Stage
Postpurchase Stage
17-20

21. FIGURE The importance of promotional elements varies during the stages of the consumer purchase decision process
17-21

22. IMC—DEVELOPING THE PROMOTIONAL MIX CHANNEL STRATEGIES
Push Strategy
Pull Strategy
Direct-to-Consumer
17-22

23. FIGURE 17-5 A comparison of push and pull promotional strategies
17-23

24. FIGURE 17-6 The promotion decision process includes planning, implementation, and evaluation
17-24

25. DEVELOPING AN IMC PROGRAM THE PROMOTION DECISION PROCESS
The Four “W”s:
Who is the Target Audience?
What are the Objectives, Budget, & Tools?
Where Should the Promotion Be Run?
When Should the Promotion Be Run?
17-25

26. DEVELOPING AN IMC PROGRAM IDENTIFYING THE TARGET AUDIENCE
Behaviorial Targeting
17-26

27. DEVELOPING AN IMC PROGRAM SPECIFYING THE PROMOTION OBJECTIVES
Hierarchy of Effects
Awareness
Trial
Interest
Adoption
Evaluation
17-27

28. DEVELOPING AN IMC PROGRAM SETTING THE PROMOTION BUDGET
Percentage of Sales Budgeting
Competitive Parity Budgeting
Matching Competitors
Share of Market
All-You-Can-Afford Budgeting
Objective and Task Budgeting
17-28

29. FIGURE 17-7 U.S. promotion expenditures of the top 10 companies
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30. USING MARKETING DASHBOARDS How Much Should You Spend on IMC?
LO 17-4
Promotion-to-Sales Ratio
17-30

31. DEVELOPING AN IMC PROGRAM
Selecting the Right Promotional Tools
Designing the Promotion
Scheduling the Promotion
17-31

32. EXECUTING AND ASSESSING THE PROMOTION PROGRAM
LO 17-4
Pretesting
Posttesting
IMC Audit
17-32

33. The Growth of Direct Marketing
LO 17-5
The Growth of Direct Marketing
The Value of Direct Marketing
Direct Orders
Priceline Ad
Lead Generation
Traffic Generation
Technological, Global and Ethical Issues in Direct Marketing
17-33

34. FIGURE 17-8 Business usage and response rates of popular forms of direct marketing
17-34

35. MAKING RESPONSIBLE DECISIONS What Is the Future of Your Privacy?
LO 17-5
Do-Not-Call
Do Not Mail
E-Privacy Directive
Do Not Track
Ad Choices
17-35

36. MOUNTAIN DEW: USING IMC AND SOCIAL MEDIA TO CREATE AND PROMOTE A NEW FLAVOR
VIDEO CASE 17
17-36

37. FIGURE 1 The seven stages of the DEWmocracy 2 campaign
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