1. Copyright © 2003 Prentice-Hall, Inc. 19-1 Chapter 19 Managing Integrated Marketing Communications by PowerPoint by Milton M. Pressley University of New Orleans

2. Copyright © 2003 Prentice-Hall, Inc. 19-2 Marketing Communications Mix  Advertising  Sales Promotion  Public Relations and Publicity  Personal Selling  Direct and Interactive Marketing

3. Copyright © 2003 Prentice-Hall, Inc. 19-3 Table 19.1: Common Communication Platforms Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Print and broadcast ads Contests, games, sweepstakes, lotteries Press kits Sales presentation Catalogs Packaging- outer Premiums and gifts Speeches Sales meetings Mailings Packaging inserts SamplingSeminars Incentive programs Telemarketing Motion pictures Fairs and trade shows Annual reports Samples Electronic shopping See text for complete table The Communication Process

4. Copyright © 2003 Prentice-Hall, Inc. 19-4 Figure 19.3: Familiarity-Favorability Analysis

5. Copyright © 2003 Prentice-Hall, Inc. 19-5 Figure 19.4: Images of Three Hospitals (Semantic Differential)

6. Copyright © 2003 Prentice-Hall, Inc. 19-6 Developing Effective Communications  Determine the Communication Objective  Cognitive  Affective  Behavioral  Response-hierarchy models

7. Copyright © 2003 Prentice-Hall, Inc. 19-7 Figure 19.5: Response Hierarchy Models

8. Copyright © 2003 Prentice-Hall, Inc. 19-8 Deciding on the Marketing Communications Mix  The Promotional tools  Advertising  General Qualities:  Public presentation  Pervasiveness  Amplified expressiveness  Impersonality  Sales Promotion  Benefits:  Communication  Incentive  Invitation

9. Copyright © 2003 Prentice-Hall, Inc. 19-9 Deciding on the Marketing Communications Mix  Public Relations and Publicity  Distinctive qualities:  High credibility  Ability to catch buyers off guard  Dramatization  Personal Selling  Distinctive qualities:  Personal confrontation  Cultivation  Response

10. Copyright © 2003 Prentice-Hall, Inc. 19-10 Deciding on the Marketing Communications Mix  Direct Marketing  Distinctive qualities:  Nonpublic  Customized  Up-to-date  Interactive

11. Copyright © 2003 Prentice-Hall, Inc. 19-11 Figure 19.6: Cost-Effectiveness of Different Promotional Tools

12. Copyright © 2003 Prentice-Hall, Inc. 19-12 Figure 19.7: Current Consumer States for Two Brands

13. Copyright © 2003 Prentice-Hall, Inc. 19-13 Managing the Integrated Marketing Communications Process  Integrated Marketing Communications (IMC)