Integrated Marketing Communications and Direct Marketing - PowerPoint PPT Presentation

1 / 13
About This Presentation
Title:

Integrated Marketing Communications and Direct Marketing

Description:

Requires Six Elements: a source, a message, a channel of communication, a ... Optical Scanners make collecting data less obtrusive. Global: ... – PowerPoint PPT presentation

Number of Views:108
Avg rating:3.0/5.0
Slides: 14
Provided by: Pren
Category:

less

Transcript and Presenter's Notes

Title: Integrated Marketing Communications and Direct Marketing


1
Integrated Marketing Communications and Direct
Marketing
  • Chapter 18

2
The Communication Process
  • Requires Six Elements a source, a message, a
    channel of communication, a receiver, and a
    process of encoding and decoding.

3
Promotional Mix
  • Advertising paid, nonpersonal communication
  • Personal Selling the two-way flow of
    communication between a buyer and seller
  • Public Relations a form of communication that
    seeks to influence the feelings and opinions of
    customers and stakeholders
  • Sales Promotion a short-term inducement of
    value offered to arouse interest in buying.
  • Direct Marketing uses direct communication with
    consumers to generate a response

4
Promotional Mix
5
Promotional Mix Considerations
  • Promotional Mix Decisions are based on
  • The Target Audience
  • The Product Life Cycle
  • Product Characteristics
  • Stages in the Buying Decision
  • Channel Strategies

6
Developing the Promotional Program
  • Who is the target audience?
  • What are (1) the promotional objectives, (2) the
    amount of money that can be budgeted, and (3) the
    kinds of promotion to use?
  • Where should the promotion be run?
  • When should the promotion be run?

7
Identify the Target Audience
  • The group of prospective buyers toward which a
    promotion program is directed.
  • What is your target markets lifestyle attitudes,
    and values?

8
Specify Promotional Objectives
  • Awareness The consumers ability to recognize
    and remember the product or brand name.
  • Interest An increase in the consumers desire
    to learn about some of the features of the
    product or brand.
  • Evaluation The consumers appraisal of the
    product or brand on important attributes.
  • Encouraging Trial The consumers actual first
    purchase and use of the product or brand.
  • Build Loyalty the consumers repeated purchase
    and use of the product or brand.

9
Setting Promotional Budget
  • Percentage of Sales funds are allocated to
    promotion as a percentage of past or anticipated
    sales.
  • Competitive Parity matching competitors
    absolute level of spending.
  • All You Can Afford money is allocated only
    after all other money is allocated.
  • Objective and Task the company determines
    objectives, outlines the tasks to accomplish,
    determines the promotional costs of performing
    tasks.

10
Where and When?Evaluation
  • Scheduling the Promotion
  • Evaluation
  • Pretests and Postests

11
Direct Marketing
  • Forms direct mail and catalogs, television,
    telemarketing, direct selling, direct response
    advertising, online marketing.
  • Growth Technology has helped Direct Marketing
    grow.

12
The Value of Direct Marketing
  • Direct Marketing Responses
  • Direct Orders the result of offers that contain
    all the information necessary for a prospective
    buyer to make a decision to purchase.
  • Lead Generation the result of an offer designed
    to generate interest in a product and request
    additional information.
  • Traffic Generation the result of an offer
    designed to motivate people to visit a business.

13
Tech, Global, and Ethical Issues
  • Technology
  • Databases make it easer to target customers.
  • Optical Scanners make collecting data less
    obtrusive.
  • Global
  • Direct Marketing systems are less developed in
    other countries due to lack of communication
    channels and payment methods.
  • Ethics
  • privacy, annoyance, spam
Write a Comment
User Comments (0)
About PowerShow.com