2 Promotion Inform Persuade Remind Chapter 14Integrated Marketing CommunicationsPromotionInformCommunication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.PersuadeRemind
3 Chapter 14Integrated Marketing CommunicationsPromotional MixCombination of promotion tools used to reach the target market and fulfill the organization’s overall goals.AdvertisingPublic RelationsSales PromotionPersonal SellingWord-of-Mouth
4 Chapter 14Integrated Marketing CommunicationsAdvertisingImpersonal, one-way mass communication about a product or organization that is paid for by a marketer.
5 Electronic Advertising Media Chapter 14Integrated Marketing CommunicationsAdvertising MediaTraditionalAdvertising MediaElectronic Advertising MediaTelevisionRadioNewspapersMagazinesBooksDirect mailBillboardsInternetElectronic mailInteractive video
6 Advertising Disadvantages Advantages Total cost is high Chapter 14Integrated Marketing CommunicationsAdvertisingDisadvantagesTotal cost is highAdvantagesReach large number of peopleLow cost per contact
7 Chapter 14Integrated Marketing CommunicationsPublic RelationsPublic information about a company, good, or service appearing in the mass media as a news item, which is free to the company.
8 Public Relations Disadvantages Advantages Chapter 14Integrated Marketing CommunicationsPublic RelationsDisadvantagesGive up much of your control of your messageNot all publicity is positiveAdvantagesPublicity is free; advertising is notCan be used to create a positive image within the communityViewed as being more credible or believable than advertising
9 Sales Promotion Popular Tools for Consumer Sales Promotion Chapter 14Integrated Marketing CommunicationsSales PromotionFree samplesContestsTrade ShowsVacation GiveawaysCouponsPopular ToolsforConsumer SalesPromotion
10 Sales Promotion Disadvantages Advantages Chapter 14Integrated Marketing CommunicationsSales PromotionDisadvantagesDifficult to end without the customers becoming dissatisfiedStore image and sales can suffer if the promotion is not properly planned and managedAdvantagesUnique and has special appeal to a potential customerHelps build customer loyalty
11 Chapter 14Integrated Marketing CommunicationsPersonal SellingPlanned presentation to one or more prospective buyers for the purpose of making a sale.
12 Personal Selling Disadvantages Advantages Chapter 14Integrated Marketing CommunicationsPersonal SellingDisadvantagesOn a per contact basis, personal selling is the most expensive form of promotionAdvantagesPerson contact with customerCan track success
13 Characteristics of Advertising Chapter 14Integrated Marketing CommunicationsCharacteristics of AdvertisingCommunication ModeCommunication ControlFeedback AmountFeedback SpeedMessage Flow DirectionMessage Content ControlSponsor IdentificationReaching Large AudienceMessage FlexibilityAdvertisingIndirect and non-personalLowLittleDelayedOne-wayYesFastSame message to all audiences
14 Characteristics of Public Relations Chapter 14Integrated Marketing CommunicationsCharacteristics of Public RelationsCommunication ModeCommunication ControlFeedback AmountFeedback SpeedMessage Flow DirectionMessage Content ControlSponsor IdentificationReaching Large AudienceMessage FlexibilityPublic RelationsUsually indirect, non-personalModerate to lowLittleDelayedOne-wayNoUsually fastUsually no direct control
15 Characteristics of Sales promotion Chapter 14Integrated Marketing CommunicationsCharacteristics of Sales promotionCommunication ModeCommunication ControlFeedback AmountFeedback SpeedMessage Flow DirectionMessage Content ControlSponsor IdentificationReaching Large AudienceMessage FlexibilitySales PromotionUsually indirect and non-personalModerate to lowLittle to moderateVariesMostly one-wayYesFastSame message to varied target
16 Characteristics of Personal Selling Chapter 14Integrated Marketing CommunicationsCharacteristics of Personal SellingCommunication ModeCommunication ControlFeedback AmountFeedback SpeedMessage Flow DirectionMessage Content ControlSponsor IdentificationReaching Large AudienceMessage FlexibilityPersonal SellingDirect and face-to-faceHighMuchImmediateTwo-wayYesSlowTailored to prospect
17 Goals and Tasks of Promotion Chapter 14Integrated Marketing CommunicationsGoals and Tasks of PromotionInformingRemindingPersuadingTargetAudience