Promotion or Marketing Communications Marketing communications are the

Promotion or Marketing Communications Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell. 15 - 0

Promotional Mix The Marketing Communications Mix § The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. 15 - 1

The Tools of Marketing Communications Mix Advertising Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Personal Selling Personal Presentations by a Firm’s Sales Force. Sales Promotion Short-term Incentives to Encourage Sales. Public Relations Direct Marketing Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity. Direct Communications With Individuals to Obtain an Immediate Response. 15 - 2

Communication Platforms Advertising • Print and broadcast ads • Packaging inserts • Motion pictures • Brochures and booklets • Posters • Billboards • POP displays • Logos • Videotapes Sales Promotion • Contests, games, sweepstakes • Premiums • Sampling • Trade shows, exhibits • Coupons • Rebates • Entertainment • Continuity programs Copyright © 2009 Pearson Education, Inc. Publishing as

Communication Platforms Events/ Experiences • • Sports Entertainment Festivals Art Causes Factory tours Company museums Street activities Public Relations • • • Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying Company magazine Copyright © 2009 Pearson Education, Inc. Publishing as

Communication Platforms Personal Selling • • • Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Direct Marketing • • • Catalogs Mailings Telemarketing Electronic shopping TV shopping E-mail Voice mail Blogs Websites Copyright © 2009 Pearson Education, Inc. Publishing as

Word-of-Mouth Marketing Person-to-person Chat rooms Blogs Copyright © 2009 Pearson Education, Inc. Publishing as

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Integrated Marketing Communications The Need for Integrated Marketing Communications § Conflicting messages from different sources or promotional approaches can confuse company or brand images 15 - 8

IMC Audience Contact Tools Broadcast media (TV/radio) Print media (newspapers, magazines) Public Relations/ publicity Out-of-home media Internet/ interactive Direct marketing Target Audience Personal selling Point-of-purchase (displays, packaging) Sales Promotion Word-of-mouth © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin Events and sponsorship Product placements (TV and movies)

Steps in Developing Communication Program* 1. Identifying the Target Audience 2. Determining the Communication objectives/Desired Response 3. Designing a Message 4. Choosing Media 5. Deciding the Budget 6. Collecting Feedback 15 - 10

Steps in Developing Effective Communication Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase 15 - 11

Steps in Developing Effective Communication Step 3. Designing a Message Content Message Structure Message Format 15 - 12

Steps in Developing Effective Communication Step 4. Choosing Media Personal Communication Channels Nonpersonal Communication Channels Step 5. Deciding the budget Step 6. Collecting Feedback 15 - 13

Setting the Total Promotion Budget Affordable Method Competitive. Parity Method Percentageof-Sales Method Objectiveand-Task Method 15 - 14

Collecting the Feedback § awareness? § trial? § satisfaction?

Figure 15 -4: Push vs. Pull Promotion Strategy 15 - 16