1. 17-1

2. 17-2 Integrated Marketing Communications Chapter 17 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

3. 17-3 Chapter Goals McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Role of promotion Forms of promotion Concept of integrated marketing communications How the process of communicating relates to effective promotion Key consideration in developing a promotion mix alternative promotional budgeting methods Major types of promotion regulation

4. 17-4 Promotion in Marketing Use communication to influence the awareness, feelings, beliefs and behavior of prospective customers Use communication to influence the awareness, feelings, beliefs and behavior of prospective customers

5. 17-5 Goal of Promotion The Goal of Promotion is to Change the Pattern of Demand for a Product.

6. 17-6 Role of Promotion in Marketing Promotion and Imperfect Competition Promotion and Imperfect Competition Promotion and Marketing Promotion and Marketing Persuading Informing Reminding

7. 17-7 Promotion Methods Personal Selling Advertising Direct presentation Face-to-face or phone Most money spent Nonpersonal Paid Sponsor Promotion

8. 17-8 Promotion Methods Sales Promotion Public Relations Sponsored Demand stimulation Incentives Trade promotions Variety of communication efforts Contribute to generally Favorable attitudes No specific sales message Publicity

9. 17-9 Integrated Marketing Communications A strategic business process used to plan, develop, execute, and evaluate Coordinated communication with an organization’s public

10. 17-10 IMC Elements Awareness of audience’s information sources Understanding of audience’s knowledge and beliefs Mix of promotional tools linked to common goal Promotional effort coordinated to communicate a consistent message Timed, continuous flow of information

11. 17-11 Implementing IMC Coordinated to accomplish objectives Advertising Sales Promotion Personal Selling Public Relations Direct Marketing

12. 17-12 Evaluating IMC Action: usage or responses Interest in a product or brand Examine results Awareness of company or brand

13. 17-13 Barriers to IMC Departmental barriers Marketing Communications Manager Resistance To alternatives

14. 17-14 Communication Process

15. 17-15 Determining the Promotional Mix STRATEGIC DECISIONS Available money Product Life Cycle Stage Nature of product Promotion Objectives Target Audience

16. 17-16 Push and Pull Strategies

17. 17-17 Promotion Objectives Hierarchy of Objectives Purchase Conviction Preference Liking Knowledge Awareness

18. 17-18 Nature of the Product Degrees of Customization Presale and Postsale Service Unit Value

19. 17-19 Product Life Cycle

20. 17-20 The Promotion Budget Percentage of Sales Task or Objective Following Competition All Available Funds

21. 17-21 Regulation of Promotion Federal Trade Commission Act Trademark Law Revision Act Lanham Trademark Act Wheeler- Lea Amendment Robinson -Patman Act Telephone Consumer Protection Act FEDERAL

22. 17-22 Regulation of Promotion STATE AND LOCAL Green River Ordinance National Advertising Division Printers’ Ink Statutes Council of Better Business Bureaus Children’s Advertising Review Unit PRIVATE ORGANIZATIONS

23. 17-23 Key Terms and Concepts McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Promotion Personal selling Advertising Sales promotion Public relations Integrated marketing communications Communication Promotion mix Push strategy Pull strategy Hierarchy of effects Viral marketing Promotional budgeting methods Federal Trade Commission Act Wheeler-Lea Amendment Robinson-Patman Act

24. 17-24 Key Terms and Concepts McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Lanham Trademark Act Trademark Law Revision Act Telephone Consumer Protection Act Printers’ Ink statures Green River ordinance