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    Chapter 13 IMC

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    Aparna Adithya Varma
    The document discusses promotional strategy and the promotional mix. It explains that the promotional mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. The goals of promotion are to inform, persuade, and remind potential buyers. The optimal promotional mix depends on factors like the product's life cycle stage, the target market, and type of buying decision. Both push and pull strategies are described. The AIDA model of promotion is also introduced, which outlines the stages of gaining consumer attention, interest, desire, and action.

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    Chapter 13 IMC

    Uploaded by

    Aparna Adithya Varma
    181 views32 pages
    The document discusses promotional strategy and the promotional mix. It explains that the promotional mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. The goals of promotion are to inform, persuade, and remind potential buyers. The optimal promotional mix depends on factors like the product's life cycle stage, the target market, and type of buying decision. Both push and pull strategies are described. The AIDA model of promotion is also introduced, which outlines the stages of gaining consumer attention, interest, desire, and action.

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    The document discusses promotional strategy and the promotional mix. It explains that the promotional mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. The goals of promotion are to inform, persuade, and remind potential buyers. The optimal promotional mix depends on factors like the product's life cycle stage, the target market, and type of buying decision. Both push and pull strategies are described. The AIDA model of promotion is also introduced, which outlines the stages of gaining consumer attention, interest, desire, and action.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    181 views32 pages

    Chapter 13 IMC

    Uploaded by

    Aparna Adithya Varma
    The document discusses promotional strategy and the promotional mix. It explains that the promotional mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. The goals of promotion are to inform, persuade, and remind potential buyers. The optimal promotional mix depends on factors like the product's life cycle stage, the target market, and type of buying decision. Both push and pull strategies are described. The AIDA model of promotion is also introduced, which outlines the stages of gaining consumer attention, interest, desire, and action.

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    13

    Integrated Marketing Communications

    Promotional Strategy
    Promotional Strategy
    A plan for the optimal use of the elements of promotion:
    Advertising Public Relations Sales Promotion Personal Selling Direct/Interactive

    Competitive Advantage

    Promotion

    Communication that informs, persuades, and reminds potential buyers of a product to influence an opinion or elicit a response.

    Goals and Tasks of Promotion


    Informative Objective
    Increase awareness Explain how product works Suggest new uses Build company image

    http://www.tide.com

    Goals and Tasks of Promotion


    Persuasion Objective
    Encourage brand switching Change customers perception of product attributes Influence buying decision Persuade customers to call

    Goals and Tasks of Promotion


    Reminder Objective
    Remind customers that product may be needed Remind customers where to buy product

    Maintain customer awareness

    Marketing Communication
    Categories of Communication

    Interpersonal Communication

    Mass Communication

    New Trend Old Trend

    The Changing Communications Environment


    Marketers Have Shifted Away From Mass Marketing Less Broadcasting
    Two Factors are Changing the Face of Todays Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting

    Marketing Communications (Promotional) Mix


    Advertising Personal Selling
    Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
    Personal Presentations by a Firms Sales Force. Short-term Incentives to Encourage Sales. Building Good Relations with Various Publics by Obtaining Favorable Publicity. Direct Communications With Individuals to Obtain an Immediate Response.

    Sales Promotion Public Relations Interactive Mktg

    Promotional Mix Characteristics

    But Dont Forget


    Products Design Price Shape and color of its package Stores that sell the product All must be coordinated with the promotional mix for maximum impact among your target audience

    Goal: Deliver a Clear, Consistent, Compelling Message


    Advertising
    Personal Selling

    Sales Promotion

    Public Relations Interactive Marketing

    IMC Programs
    Ad Age Fact Pack
    Sara Lee (Levesque Design)

    The Communication Process


    Noise

    Sender

    Encoding Message

    Message Channel

    Decoding Message

    Receiver

    Message Channel

    Online http://www.mcdonalds.com Enter Site, Havin Fun, i am asian

    The Communication Process


    Communication: The process by which we exchange or share meanings through a common set of symbols Sender: Originator of the message Encoding: The conversion of senders ideas into a message, usually in the form of word or signs

    Click
    Levitra

    Factors Affecting Promotional Mix


    Nature of the product
    Business vs. Consumer Costs and risks of product

    Stage in the PLC Target market characteristics


    Location of customers Informed or not informed Repeat or new customers

    Type of buying decision Budget Push vs. Pull Consumer Involvement with the Message (AIDA)

    Visual of Factors Affecting Promo Mix

    Stage in the PLC


    Informing
    PLC Stages: Introduction Early Growth

    Reminding
    PLC Stages: Maturity

    Target Audience

    PLC Stages: Growth Maturity

    Persuading

    Product Life Cycle and the Promotional Mix


    Sales ($)
    Maturity Introduction Growth Decline

    Time
    Light Heavy use of Advertising, advertising, prePR for introduction awareness; Publicity sales promotion for trial Advertising, PR, Brand loyalty Personal Selling for distribution Ads decrease. Sales Promotion, Personal Selling Reminder & Persuasive AD/PR decrease Limited Sales Promotion, Personal Selling for distribution

    Type of Buying Decision


    Routine
    Advertising Sales Promotion Advertising Public Relations

    Type of Buying Decision affects Promotional Mix Choice

    Not Routine or Complex

    Complex

    Personal Selling

    Push versus Pull Strategies


    MANUFACTURER
    Trade Promotions & Sales Force

    RETAILER
    Retail Promotions

    Consumer Promotions

    CONSUMER

    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

    Pull Strategy

    AIDA Concept
    AIDA Concept
    Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.

    The AIDA Concept


    Action

    Desire
    Interest Attention

    Conative (doing)

    Affective (feeling)

    Cognitive (thinking)

    AIDA Concept
    Attention Advertising Public Relations Sales Promotion Personal Selling
    Very effective Somewhat effective Not effective

    Interest

    Desire

    Action

    Communication Effectiveness
    Personal selling Effectiveness

    Sales promotion Sponsorships Adv. P.R.


    Attention Interest Desire Action

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