Chapter 14 Integrated Marketing Communications

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Chapter 14 Integrated Marketing Communications
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Promotional Mix
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Advertising Media
Traditional Advertising Media
ElectronicAdvertising Media

• Television
• Radio
• Newspapers
• Magazines
• Books
• Direct mail
• Billboards
• Transit cards

• Internet
• Computer modems
• Fax machines

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Advertising

• Advantages
• Ability to reach large number of people
• Cost per contact is low
• Can be micro-targeted

• Disadvantages
• Total cost is high

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Marketing Communication
Categories of Communication
Interpersonal Communication
Mass Communication
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The Communication Process
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The Sender and Encoding
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The Communication Process
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Characteristics of Advertising
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Characteristics of Public Relations
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Characteristics of Sales Promotion
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Characteristics of Personal Selling
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Goals and Tasks of Promotion
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Goals and Tasks of Promotion
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Goals and Tasks of Promotion
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Goals and Tasks of Promotion
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The AIDA Concept
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AIDA and the Promotional Mix
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Factors Affecting the Promotional Mix
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Product Life Cycle and thePromotional Mix
Light Advertising, pre- introduction Publicity
Heavy use of advertising, PR for awareness sales
promotion for trial
AD/PR decrease Limited Sales Promotion,
Personal Selling for distribution
Ads decrease. Sales Promotion, Personal
SellingReminder Persuasive
Advertising, PR, Brand loyalty Personal Selling
for distribution
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Push and Pull Strategies
PUSH STRATEGY
Manufacturer promotes to wholesaler
Wholesaler promotes to retailer
Retailer promotes to consumer
Consumer buys from retailer
Orders to manufacturer
PULL STRATEGY
Manufacturer promotes to consumer
Consumer demands product from retailer
Retailer demands product from wholesaler
Wholesaler demands product from manufacturer
Orders to manufacturer