Sixteen

1
Chapter Sixteen
Promoting Products Using Interactive and
Integrated Marketing Communications
2
Change Promotion Mix

• Definition- Promotion
• Promotion Mix
• Integrated Marketing Communication (IMC)
• Change
• Technology
• Build Relationships
• Interactivity

3
Factors That Affect The Promotion Mix

• Type of Product
• Stage in the Product Life Cycle
• Target Market Characteristics
• Actions of Competitors
• Available Funds

4
Components of Integrated Marketing

• Advertising
• Corporate Communication
• Crisis Communication
• E-Commerce
• Event Marketing
• Internal Communication

• Issues Management
• Marketing
• Multimedia
• Public Relations
• Sales Promotion
• Strategic Planning
• Web Design

5
Objectives of Integrated Marketing

• Build Brand Equity
• Provide Information
• Manage Demand Build Sales
• Differentiate Products
• Influence Perceptions, Attitudes, Buyer Behavior

6
Total Direct Advertising Expenditures
In billions
Projected
Source The Direct Marketing Association
7
Figure 16.3 Advertising Expenditure by Media
8
Advertising Today

• Persuasive Communication
• Infomercials
• Internet
• Global Advertising

9
Centurys Top Ad Jingles

• You deserve a break today
• Be all you can be
• Pepsi-Cola hits the spot
• Mm Mm good!
• See the USA in your Chevrolet

• I wish I were an Oscar Mayer wiener
• Double your pleasure, double your fun
• Winston tastes good like a cigarette should
• Its the real thing
• A little dabll do ya

Source Advertising Age
10
Favorite Budweiser Advertising Slogans
When you know your beer its bound to be Bud
Foods Favorite Companion
Proud to be your Bud
Americas Social Companion
When you say Budweiser, youve said it all
It lives with good taste everywhere
King of Bottled Beers
1937
1943
1947
1953
1971
1993
1899
11
Do Blatantly Sexy Ads Turn You Off?
Source USA Today
12
Amount Spent On...
Internet Advertising 1.92 Billion
Outdoor Advertising 1.58 Billion
Source CIO Web Business, 1/1/1999
13
Internet Advertising- 2004

• Will reach 22 billion in the U.S.
• The rest of world will spend 10.8 billion.
• 27 billion (10 of all U.S. ad spending) will be
  siphoned from traditional media
• Hardest hit newspapers and direct mail

Source CIO Web Business, 10/1/1999
14
Steps in Personal Selling
Presentation
Prospect/Qualify
Objections
Preapproach
Close
Approach
Follow-up
15
Public Relations

• Steps
• Listen
• Change/Develop
• Inform

• Publicity
• Free
• More Effective Than Ad
• Believable
• No Control
• No Repetition

16
Sales Promotion

• Internal External
• Sampling
• Word-Of-Mouth
• Viral Marketing/Swag
• Technology
• Testimonials

17
Tips on Issuing Coupons

• Coupons can be used as a Thank you for buying
  or a Stop and try us.
• The value must be enough to attract customers.
• Use coupon promotions sparingly.

• Get professional help to get maximum exposure.
• Color-code your coupons for different groups that
  use them.

18
Top Celebrity Endorsers

• Celebrity
• Candice Bergen
• Bill Cosby
• Kathi Lee Gifford
• Cindy Crawford
• Jerry Seinfield
• Cybil Shepherd

• Product(s)
• Sprint
• Jell-O
• Carnival Cruise Lines
• Revlon, Pepsi
• American Express
• LOreal

19
Top Sports Endorsers

• Athlete
• Micheal Jordan
• Tiger Woods
• Arnold Palmer
• Andre Agassi

• Endorsements
• 47.0 Million
• 24.0 Million
• 16.0 Million
• 14.0 Million

Source Fortune Magazine
20
Promotional Strategies
Push Strategy
Promotion
Customer
Distribution
Promotion
Retail Store
Pull Strategy
21
Building IMC

• Gather Data Maintain Database

• Respond Quickly To Adjust Policies Procedures

IMC

• Provide Accessible Information