Transcript Chapter Goals McGraw

17-1
Chapter 17
Integrated
Marketing
Communications
17-2
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Goals
•
•
•
•
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
17-3
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Promotion in Marketing
Use communication to influence
the awareness, feelings,
beliefs and behavior
of prospective customers
17-4
Goal of Promotion
The Goal of
Promotion is to
Change the
Pattern of
Demand for a
Product.
17-5
Role of Promotion in Marketing
Promotion
and
Imperfect Competition
Informing
Promotion
and
Marketing
17-6
Persuading
Reminding
Promotion Methods
17-7
Personal Selling
Direct presentation
Face-to-face
or phone
Most money spent
Advertising
Nonpersonal
Paid
Sponsor
Promotion
Promotion Methods
Sales Promotion
Public Relations
17-8
Sponsored
Demand stimulation
Incentives
Trade promotions
Variety of
communication efforts
Contribute to generally
Favorable attitudes
No specific sales message
Publicity
Integrated Marketing
Communications
A strategic
business process
used to plan, develop,
execute, and evaluate
Coordinated
communication
with an organization’s public
17-9
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
17-10
Implementing IMC
Personal
Selling
Sales
Promotion
Advertising
Direct
Marketing
17-11
Coordinated
to accomplish
objectives
Public
Relations
Evaluating IMC
Examine results
Awareness of company
or brand
Interest in a product or
brand
Action:
usage or responses
17-12
Barriers to IMC
Departmental
barriers
Resistance
To alternatives
Marketing
Communications
Manager
17-13
Communication Process
17-14
Determining the Promotional Mix
STRATEGIC DECISIONS
Target Audience
Promotion Objectives
Nature of product
Product Life Cycle Stage
Available money
17-15
Push and Pull Strategies
17-16
Promotion Objectives
Hierarchy of Objectives
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
17-17
Nature of the Product
Unit Value
Degrees of
Customization
Presale and
Postsale Service
17-18
Product Life Cycle
17-19
The Promotion Budget
Percentage
of
Sales
Following
Competition
17-20
All
Available
Funds
Task
or
Objective
Regulation of Promotion
FEDERAL
Federal
Trade
Commission
Act
17-21
Lanham
Trademark
Act
Wheeler- Lea
Amendment
Trademark
Law Revision
Act
Robinson
-Patman
Act
Telephone
Consumer
Protection
Act
Regulation of Promotion
STATE AND LOCAL
Printers’
Ink
Statutes
Green
River
Ordinance
PRIVATE ORGANIZATIONS
Council of
Better
Business
Bureaus
17-22
National
Advertising
Division
Children’s
Advertising
Review
Unit
Key Terms and Concepts
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•
•
•
•
•
Promotion
Personal selling
Advertising
Sales promotion
Public relations
Integrated marketing
communications
• Communication
• Promotion mix
• Push strategy
17-23
McGraw-Hill/Irwin
•
•
•
•
Pull strategy
Hierarchy of effects
Viral marketing
Promotional budgeting
methods
• Federal Trade
Commission Act
• Wheeler-Lea
Amendment
• Robinson-Patman Act
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Key Terms and Concepts
• Lanham Trademark Act
• Trademark Law
Revision Act
• Telephone Consumer
Protection Act
• Printers’ Ink statures
• Green River ordinance
17-24
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.