Integrated Marketing Communications and Promotion

1
Integrated Marketing Communications and Promotion

• Elements of promotion
• Advertising strategies
• Other methods of promotion

2
Elements of the Promotion Mix

• Advertising
• Sales Promotion
• Sales
• Coupons
• Rebates
• Premiums

• Personal selling
• Public relations
• Direct marketing

3
Promotion by Decision Stage

• Prepurchase
• Influence decision, preference
• Samples to induce trial
• Purchase
• Sales promotion
• Point-of-purchase (POP) displays
• Post-purchase
• Increase repurchase propensity

4
Channel strategies

• Push
• Make product readily available to buyers
• Hard sell to
• Distributors
• Consumers
• Heavy sales promotions

• Pull
• Create demand for products
• When you care to send the very best
• Snapplemade from the best stuff on earth

5
Developing the Advertising Program

• Identifying the target audience
• Specifying advertising objectives
• Setting the advertising budget
• Designing the advertisement(s)
• Informational/persuasive
• Fear appeals
• Sex appeals
• Humor appeal

6
Some Media Alternatives

• Television
• Conventional advertisements
• Infomercials
• Sponsorship programming
• Placements
• In programming
• Superimposed
• Radio

• Magazines
• Newspapers
• Outdoor
• Internet
• Point-of-purchase
• Other
• Movie theaters
• On other products

7
Executing The Advertising Program

• Pre-testing
• Portfolio test
• Jury tests
• Need to test a very large number of tests
• Possible redesign
• Carrying out advertisement
• Full service agencies
• Limited service agencies
• In-house

8
Advertising Intensity and Return --A Typical
Relationship
The S-Shaped Curve
1
0.8
Relatively high effectiveness
Saturation Point
0.6
Response (e.g., sales, recall)
0.4
Too little to do much good
0.2
0
0
5
10
15
20
25
Amount of Advertising Spending
9
Measuring Advertising Effect

• Several possible criteria
• Increase in sales (but it may be impossible to
  separate effects of different simultaneous ads)
• Lab studies
• Recall
• Attitude toward product
• Preference

10
Public Relations and Publicity

• Advantages of media coverage over advertising
• cost
• credibility
• attention
• Issues
• Two-way street--must provide something of
  interest to media

11
Making a News Release--Issues

• Properties of a good news release
• timing--for event and journalists schedule
• brevity--if you cant say it in two pages, how do
  you expect the journalist to?
• Interest to readers
• content
• quotes
• facts

12
Personal selling

• Traditional vs. consultative selling
• Commission vs. salary