Integrated marketing communications and direct marketing

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Chapter 18

• Integrated marketing communications and direct
  marketing

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Ever hear of the St. Paul Saints?

• Bubble blowing machines
• Live bands
• Contests, give-a-ways, community events
• A pig named Hamlet
• Its all about marketing!

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Integrated marketing communications

• Coordination of promotion marketing efforts to
  maximize information and persuasive impact on the
  consumer.
• Promotion communication to build and maintain
  relationships by informing and persuading the
  audience.

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The process communication is a sharing of
meaning

• Source
• Receiver
• Coding
• Medium
• Decoding
• Noise
• Feedback
• Capacity

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Objectives of promotion

• Create awareness
• Stimulate demand
• Encourage trial
• Identify prospects
• Retain customers
• Facilitate reseller support
• Combat competition
• Reduce sales fluctuations

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The promotion mix

• Advertising
• Personal selling
• Public relations
• Sales promotions

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Selecting promotion mix elements

• Resources, objectives, policies
• Characteristics of the target market
• Characteristics of the product
• Cost availability of methods
• Push vs. pull channel strategy

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Current Issues with promotion

• Criticisms
• Defenses
• What are some common thoughts for and against?

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Questions?