Scribd
Upload
39 views25 pages

Promotional Mix Integrated Marketing Communications (IMC) Communication Source Message Channel of Communication Receivers

The document discusses the communication process and developing an integrated marketing communications program. It covers topics like the promotional mix, advertising, public relations, direct marketing, and selecting the right promotional tools over a product's lifecycle and for different target audiences.

Uploaded by

Haris Ahong Sven
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
39 views25 pages

Promotional Mix Integrated Marketing Communications (IMC) Communication Source Message Channel of Communication Receivers

The document discusses the communication process and developing an integrated marketing communications program. It covers topics like the promotional mix, advertising, public relations, direct marketing, and selecting the right promotional tools over a product's lifecycle and for different target audiences.

Uploaded by

Haris Ahong Sven
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 25

2006 McGraw-Hill Companies, Inc.

, McGraw-Hill/Irwin Slide 18-6


THE COMMUNICATION PROCESS
Promotional Mix
Integrated Marketing Communications
(IMC)
Communication
Source
Message
Channel of Communication
Receivers
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-7
FIGURE 18-1 The communication process
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-8
THE COMMUNICATION PROCESS
Encoding and Decoding
Encoding
Decoding
Field of Experience
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-10
THE COMMUNICATION PROCESS
Feedback
Response
Feedback
Noise
Pretesting
Feedback Loop
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-15
FIGURE 18-2 The promotional mix
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-16
THE PROMOTIONAL ELEMENTS
Advertising
Paid Aspect
Nonpersonal Component
Wasted Coverage
Personal Selling
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-18
THE PROMOTIONAL ELEMENTS
Public Relations
Public Relations
Publicity
Sales Promotion
Direct Marketing
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-23
FIGURE 18-A Factors that influence the use
of promotional tools
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-24
INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX
The Target Audience
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-27
INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX
The Product Life Cycle
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-28
FIGURE 18-3 Promotional tools used over
the product life cycle of Purina Dog Chow
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-30
INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX
Product Characteristics
Complexity
Risk
Ancillary Services
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-32
INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX
Stages of the Buying Process
Prepurchase Stage
Purchase Stage
Postpurchase Stage
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-33
FIGURE 18-4 How the importance of
promotional elements varies during the
stages of consumers purchase decision
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-34
INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX
Channel Strategies
Push Strategy
Pull Strategy
Direct-to-Consumer
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-35
FIGURE 18-5 A comparison of push and pull
promotional strategies
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-41
DEVELOPING AN IMC PROGRAM
Identifying the Target Audience
Hierarchy of Effects
Awareness
Interest
Specifying Promotion Objectives
Evaluation
Trial
Adoption
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-42
FIGURE 18-6 The promotion decision
process
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-45
DEVELOPING AN IMC PROGRAM
Setting the Promotion Budget
Percentage of Sales Budgeting
Competitive Parity Budgeting (Matching
Competitors or Share of Market)
All-You-Can-Afford Budgeting
Objective and Task Budgeting
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-46
FIGURE 18-7 U.S. promotion expenditures
by companies in 2003
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-47
FIGURE 18-8 The objective and task
approach
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-48
DEVELOPING AN IMC PROGRAM
Selecting the Right Promotional Tools
Designing the Promotion
Scheduling the Promotion
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-55
DIRECT MARKETING
The Growth of Direct Marketing
Direct Orders
The Value of Direct Marketing
Lead Generation
Traffic Generation
Technological, Global, and
Ethical Issues in Direct Marketing
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-56
FIGURE 18-9 Direct marketing expenditures,
sales, and employment by medium
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ETHICS AND SOCIAL
RESPONSIBILITY ALERT
How Do You Like Your E-Mail? Opt-
out or Opt-in Are Your Choices
Slide 18-58

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy