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PROMOTION

Integrated Marketing Communications Strategy

Public Relationship
Advertising
Personal Selling
Sales Promotion
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 The Promotion Mix

• The promotion mix is the specific blend of

advertising, public relations, personal
selling, and direct-marketing tools that the
company uses to persuasively
communicate customer value and build
customer relationships

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 The Promotion Mix
Advertising is any paid form of non-personal presentation
and promotion of ideas, goods, or services by an
identified sponsor
• Broadcast
• Print
• Internet
• Outdoor

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 The Promotion Mix
Sales promotion is the short-term incentive to
encourage the purchase or sale of a product
or service
• Discounts
• Coupons
• Displays
• Demonstrations

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 The Promotion Mix
Public relations involves building good relations with the
company’s various publics by obtaining favorable
publicity, building up a good corporate image, and
handling or heading off unfavorable rumors, stories,
and events
• Press releases
• Sponsorships
• Special events
• Web pages

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 Public Relations
Major Public Relations Tools

News Speeches Special events

Corporate
Written Public service
identity
materials activities
materials

Social
Buzz marketing Internet
networking

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 The Promotion Mix
Personal selling is the personal
presentation by the firm’s sales force
for the purpose of making sales and
building customer relationships
• Sales presentations
• Trade shows
• Incentive programs

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 The Promotion Mix
Direct marketing involves making direct connections
with carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting
customer relationships—through the use of direct
mail, telephone, direct-response television, e-mail,
and the Internet to communicate directly with
specific consumers
• Catalog
• Telemarketing
• Kiosks

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 Integrated Marketing Communications
The New Marketing Communications Model
• Consumers are better
informed
• More communication
• Less mass marketing
• Changing communications
technology

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 Integrated Marketing Communications
Integrated marketing communications is the integration by
the company of its communication channels to deliver a
clear, consistent, and compelling message about the
organization and its brands

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 A View of the Communication
Process
The Communication Process

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 Steps in Developing Effective
Marketing Communication
Identify the target audience

Determine the communication

objectives

Design the message

Choose the media

Select the message source

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 Steps in Developing Effective
Marketing Communication
Determining the Communication Objectives

• Marketers seek a purchase response that results

from a consumer decision-making process that
includes the stages of buyer readiness

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 Steps in Developing Effective
Marketing Communication
Designing a Message

• Message Design (AIDA Model)

• Message Content
• Message Format
• Message Structure

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 Steps in Developing Effective
Marketing Communication
Designing a Message

AIDA Model
• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action
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 Steps in Developing Effective
Marketing Communication
Designing a Message
Message content is an appeal or theme that will produce
the desired response
• Rational appeal
• Emotional appeal
• Moral appeal

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 Steps in Developing Effective
Marketing Communication
Designing a Message
Message format is also important to consider. What
will be the color, the text, the copy, the images?

message structure. Does the advertiser draw a

conclusion or leave it to the audience. Do they
present the strongest arguments first or last? Is the
message one sided (strengths only) or two-sided?

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 Choosing Media

Personal communication
involves two or more people communicating directly
with each other including Face to face , Phone, Mail, E
-mail, Internet chat
Non-personal communication
is media that carry messages without personal contact
or feedback, including major media, atmospheres, and
events that affect the buyer directly

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 Selecting the Message Source
The message’s impact on the target
audience is affected by how the
audience views the communicator
• Celebrities
– Athletes
– Entertainers
• Professionals
– Health care providers

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 Setting the Total Promotion
Budget and Mix

1. Affordable budget method

2. Percentage of sales method
3. Competitive-parity method
4. Objective-and-task method

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 Shaping the Overall Promotion
Mix

Promotion Mix Strategies

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 Advertising

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 Advertising
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor

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 Advertising
Major Advertising Decisions

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 Setting Advertising Objectives

An advertising objective is a specific communication task to

be accomplished with a specific target audience during a
specific time
➢ Informative advertising is used when introducing a new product
category; the objective is to build primary demand
➢ Persuasive advertising is important with increased competition
to build selective demand
➢ Reminder advertising is important with mature products to help
maintain customer relationships and keep customers thinking
about the product

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 Advertising
Developing Advertising Strategy

Advertising strategy is the strategy by which

the company accomplishes its advertising
objectives and consists of:
• Creating advertising messages
• Selecting advertising media

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 Developing Advertising Strategy
Creating the Advertising Message
Advertisements need to break through the clutter:
• Gain attention
• Communicate well

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 Advertising
Creating the Advertising Message

Message strategy

Creative concept

Message execution

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 Advertising
Creating the Advertising Message

Message strategy is the general message that will

be communicated to consumers
• Identifies consumer benefits ( for example
either saving money or delivering superior
quality in same price)

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 Advertising
Creating the Advertising Message
Creative concept is the idea that will bring the message strategy
to life and guide specific appeals (Rational, Emotional, Moral)
to be used in an advertising campaign

Characteristics of the appeals include:

• Meaningful
• Believable
• Distinctive

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 Advertising
Creating the Advertising Message
• Message execution is when the advertiser
turns the big idea into an actual ad
execution that will capture the target
market’s attention and interest.

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 Advertising
Message Execution Style

Slice of life Lifestyle Fantasy

Mood or Musical Personality

image symbol

Testimonial
Technical Scientific
or
expertise evidence
endorsement

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 Advertising
Selecting Advertising Media

Major steps include:

• Deciding on reach-frequency-impact
• Selecting media vehicles
• Deciding on media timing
➢ Seasonality
➢ Pattern (Continuity or Pulsing)

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 Personal Selling

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 Personal Selling
Personal Selling
Personal selling is the interpersonal part of
the promotion mix and can include:
• Face-to-face communication
• Telephone communication
• Video or Web conferencing

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 The Personal Selling Process
The goal of the personal selling process is to
get new customers and obtain orders from
them

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 Managing the Sales Force

• Sales force management is the analysis,

planning, implementation, and control of
sales force activities

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 Managing the Sales Force
Designing Sales Force Structure
Territorial sales force structure

Product sales force structure

Customer sales force structure

Complex sales force structure

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 Managing the Sales Force
Salespeople are one of the company’s
most productive and expensive assets.
• Increases in sales force size can increase
sales and costs
➢Outside salespeople
➢Inside salespeople
➢Team selling

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 Managing the Sales Force
Recruiting and Selecting Salespeople
Issues in Recruiting and Selecting

• Careful selection and training increases

sales performance
• Poor selection increases recruiting and
training costs
– Lost sales
– Disrupts customer relationships
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 Managing the Sales Force
Training the Sales Force
Major tool to support salespeople

Sales
Training
meetings

Live sales
presentations

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 Managing the Sales Force
Salesperson compensation based on

Fixed Variable
amounts amounts

Fringe
Expenses
benefits

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 Managing the Sales Force
Supervising and Motivating Salespeople

• The goal of supervision is to help

salespeople work smart by doing the
right things in the right ways
• The goal of motivation is to encourage
salespeople to work hard and
energetically toward sales force goals

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 Managing the Sales Force
Supervising and Motivating Salespeople

• Sales morale and performance can be

increased through:
– Organizational climate
– Sales quotas
– Positive incentives
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 Managing the Sales Force
Evaluating Salespeople and Sales Force
Performance

Sales
reports

Call
reports

Expense
reports
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 The Personal Selling Process
Steps in the Personal Selling Process
Bad Traits Good traits

Pushy Late Good

Empathetic
listeners

Deceitful Disorganized Honest Dependable

Unprepared Follow-up
Thorough
types

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 Sales Promotion

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 Sales Promotion

Major Sales Promotion Tools

Samples Coupons Cash refunds

Advertising
Price packs Premiums
specialties

Point-of-
Patronage
purchase Demonstrations
rewards
displays

Contests Sweepstakes Games

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Copyright © 2012 Pearson Education, Inc.
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