Transcript Chapter13

CHAPTER THIRTEEN
Promotion –
Introduction to
Integrated Marketing
Communications
For use only with
Perreault/Cannon/McCarthy
or Perreault/McCarthy texts.
© 2008 McGraw-Hill
Companies, Inc.
McGraw-Hill/Irwin
www.mhhe.com/fourps
Promotion and Marketing Strategy Planning
(Exhibit 13-1)
CH 13: Promotion
Intro. To Integrated
Marketing
Communications
Promotion
methods
Managing
promotion
CH 14: Personal
Selling and Customer
Service
Effective
communication
CH 15: Advertising &
Sales Promotion
Blending
promotion
Several Promotion Methods Are Available
Personal
Personal Selling
Selling
Mass Selling
PROMOTION
METHODS
Advertising
Publicity
Sales Promotion
Sales Promotion Tries to Spark Immediate Interest
(Exhibit 13-2)
Someone Must Plan, Integrate, and Manage the
Promotion Blend
Advertising
Managers
Sales Managers
Integrated
Marketing
Communications
Marketing
Mangers
Sales Promotion
Managers
Promotion Objectives Relate to the Adoption
Process and AIDA Mode (Exhibit 13-3)
Promotion
Objectives
Adoption
Process
AIDA Model
Informing
Awareness
Interest
Attention
Interest
{
Persuading
Evaluation
Trial
}
Desire
Reminding
Decision
Confirmation
}
Action
How Typical Promotion Plans Are Blended and
Integrated (Exhibit 13-7)
Pulling – Demand Pulls the Product through the
Channel (Exhibit 13-7)
Adoption Processes Can Guide Promotion Planning
(Exhibit 13-8)
Promotion Blends Vary Over the Life Cycle
“This new
idea is good”
“Our brand is
best”
“Our brand is
better, really”
“Let’s tell
those who
still want our
product”
Setting the Promotion Budget
Percentage of Sales
Matching the Competition
Budgeting by Sales Unit
Budgeting from
Uncommitted Resources
Task Method