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1、1,chapter,Integrated Marketing Communications,14,AOL,Chapter 14 Version 6e,2,Promotion,1,Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.,Inform,Persuade,Remind,Chapter 14 Version 6e,3,Promotional Mix
2、,1,Advertising Public Relations Personal Selling Sales Promotion,Chapter 14 Version 6e,4,The Role of Promotion,1,Chapter 14 Version 6e,5,Differential Advantage,1,Chapter 14 Version 6e,6,Promotional Mix,2,Chapter 14 Version 6e,7,Advertising,Impersonal, one-way mass communication about a product or or
3、ganization that is paid for by a marketer.,2,Chapter 14 Version 6e,8,Advertising Media,2,Chapter 14 Version 6e,9,Advertising,Advantages Ability to reach large number of people Cost per contact is low Can be micro-targeted,Disadvantages Total cost is high,2,Chapter 14 Version 6e,10,Public Relations,T
4、he marketing function thatevaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.,2,Chapter 14 Version 6e,11,Public Relations,2,Chapter 14 Version 6e,12,Publicity,2,Public
5、 information about a company, good, or service appearing in the mass media as a news item.,Chapter 14 Version 6e,13,Sales Promotion,2,Marketing activities-other than personal selling, advertising, and public relations-that stimulate consumer buying and dealer effectiveness.,Chapter 14 Version 6e,14,
6、Sales Promotion,2,Chapter 14 Version 6e,15,Sales Promotion,2,Chapter 14 Version 6e,16,Personal Selling,2,Planned presentation to one or more prospective buyers for the purpose of making a sale.,Traditional Selling,Relationship Selling,Chapter 14 Version 6e,17,Communication,3,The process by which we
7、exchange or share meanings through a common set of symbols.,Chapter 14 Version 6e,18,Marketing Communication,Categories of Communication,Interpersonal Communication,Mass Communication,3,Chapter 14 Version 6e,19,The Communication Process,3,Chapter 14 Version 6e,20,The Communication Process,3,Chapter
8、14 Version 6e,21,Characteristics of Advertising,3,Chapter 14 Version 6e,22,Characteristics of Public Relations,3,Chapter 14 Version 6e,23,Characteristics of Sales Promotion,3,Chapter 14 Version 6e,24,Characteristics of Personal Selling,3,Chapter 14 Version 6e,25,Goals and Tasks of Promotion,4,Chapte
9、r 14 Version 6e,26,Goals and Tasks of Promotion,4,Chapter 14 Version 6e,27,Goals and Tasks of Promotion,4,Chapter 14 Version 6e,28,Goals and Tasks of Promotion,4,Chapter 14 Version 6e,29,Goals and Tasks of Promotion,4,Chapter 14 Version 6e,30,The AIDA Concept,Model that outlines the process for achi
10、eving promotional goals in terms of stages of consumer involvement with the message.,5,Chapter 14 Version 6e,31,AIDA and the Promotional Mix,Advertising,Very effective,Very effective,Somewhat effective,Not effective,Public Relations,Very effective,Very effective,Very effective,Not effective,Sales Pr
11、omotion,Somewhat effective,Somewhat effective,Very effective,Very effective,Personal Selling,Somewhat effective,Very effective,Very effective,Somewhat effective,5,Chapter 14 Version 6e,32,Factors Affecting the Promotional Mix,6,Chapter 14 Version 6e,33,Nature of the Product,6,Product characteristics
12、 Business product vs. consumer product Costs and risks Social risk,Chapter 14 Version 6e,34,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
13、Selling for distribution,Ads decrease. Sales Promotion, Personal SellingReminder & Persuasive,Advertising, PR, Brand loyalty Personal Selling for distribution,6,Chapter 14 Version 6e,35,Target Market Characteristics,6,FOR: Widely scattered market Informed buyers Repeat buyers,Advertising,Sales Promo
14、tion,Less Personal Selling,Chapter 14 Version 6e,36,Type of Buying Decision,6,Chapter 14 Version 6e,37,Available Funds,Trade-offs with funds available Number of people in target market Quality of communication needed Relative costs of promotional elements,6,Chapter 14 Version 6e,38,Push and Pull Str
15、ategies,Manufacturer promotes to wholesaler,Wholesaler promotes to retailer,Retailer promotes to consumer,Consumer buys from retailer,PUSH STRATEGY,Orders to manufacturer,Manufacturer promotes to consumer,Consumer demands product from retailer,Retailer demands product from wholesaler,Wholesaler dema
16、nds product from manufacturer,Orders to manufacturer,PULL STRATEGY,6,Chapter 14 Version 6e,39,Integrated Marketing Communications,A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.,7,IMC,Chapter 14 Version 6e,40,Class Exercise,7,
