The document discusses various integrated marketing communication tools including advertising, sales promotion, public relations, direct marketing, and digital marketing. It provides details on different types of advertising media such as television, radio, print, outdoor, and internet. It also covers topics such as selecting appropriate media channels, types of advertising, and new digital marketing approaches using social media, events, experiences, and artificial intelligence.

1. Promotion and
advertising
Chapter 15

2. 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
The Need for Integrated Marketing Communications

3. Five major promotion tools
• Advertising: any paid form of non personal presentation and
promotion of ideas, goods or services by an identified sponsor
• Broadcast
• Print media
• Internet
• Outdoor
• Mobile marketing

4. Sales promotion
• Short-term incentives to encourage the purchase or sales of
products or services
• Discounts
• Coupons
• Displays
• Free items

5. Personal selling
• Personal presentation by the firm's sales force for the purpose of
making sales and building customer relationships
• Sales team presentations
• Trade shows
• Incentive programs
• Face to face meetings
• Exhibitions

6. Public relations (PR)
• Building good relationships with various public’s by obtaining
favorable publicity , building up a good corporate image and
handling or hiding unfavorable rumors, stories and events
• Press conference
• Releases
• web page management
• Sponsorships
• Events

7. Direct marketing
• Direct connections with carefully targeted individuals, consumers
to both obtain an immediate response and cultivate lasting
relationships
• Mobile marketing
• Direct mails
• Calls
• Direct response tv

8. Advertising
• Any paid form of non personal
presentations and promotion
of ideas, goods or services by
an identified sponsor
• Advertising objectives: a
specific communication task
to be accomplished with a
specific target audience
during a specific period of
time .

9. There are three types of advertising
• Informative advertising: is used heavily
when introducing a new product ( includes
size, quality, image and Benefits)
• Persuasive advertising: when competition
increases here the company must build more
demand ( comparative adverts ) directly and
indirectly compares its brand with one or
more other products but that causes
advertising wars and drastic actions.
• Reminder advertising:is important for
mature products it helps to maintain
customer relationships and keep consumers
thinking about the product esp. during off-
seasons or high seasons.

10. Selecting advertising media
• Media –simply refers to a vechicle or means of message delivery
system to carry an advert, message to a targeted audience.
• Media examples: TV, Radio, print, outdoor, internet ,point of
purchase are the instruments to convey an advertising message to
public.
• Select the most appropriate media channels that can effectively
communicate the advertising message to a targeted audience.

11. Types of media
• Television ( broadcast media)
• Tv is a principal source of information
and entertainment for people
• Exposed to mass media
• Most influential and reach to large
number of audience
• It combines visual images, sound
,motion and colors to achieve viewer
empathy
• More creative, imaginative message,
unique way

12. • Low cost per exposure
• Appeal to all senses
• Mass coverage
Disadvantages:
• High cost of production , high clutter
, short lived message, zapping
( changing channels), zipping ( fast
forwarding in commercials).

13. Radio
• Wide range reach , reach high
number of people of breadth in the
country it covers major cities even
rural areas
• Cost efficiency, flexible
• Local acceptance
• Low cost
• People spend long hours in cars and
transportation means esp in crowded
cities

14. Newspaper
• Disadvantages:
• Short life span, poor production quality, limited selectivity to
some lifestyles
• Hard to reach to poor who cannot afford.

15. Magazines
• Specializing advertising media that serves
educational, informational, entertainment,
business, General interest, glamour, film, women,
trade journals etc…
• Advantages: high geographic and demographic
selectivity
• Credibility and prestige
• Long life , detailed messages along with photos,
colors
• Reach high segments as they pay premium price
• Not dumped after reading
• Better reproduction, image, reputation .

16. Magazines
• Disadvantages:
• High cost
• Limited reach and frequency
• Long response time
• Low flexibility
• High competition

17. Outdoor
• Supportive medium ( billboards, neon
signs, posters)
• Considerable reach, low cost , useful in
introducing new product
• Help reminds customers
• Help to generate sales at point of
purchase
• Electronic messages
• Advantages: geographic flexibility,
continuity , efficient and cheap
• Flexible and creative

18. Outdoor
• Disadvantages:
• Limited messages
• Not very effective
• Message fades due to over exposure
over time
• Public criticism
• Depends on amount of traffic which
passes everyday

19. Point of purchase ( place marketing)
• Out of home ( where you
shop, work, play, socialize
to grab consumers attention
• Public spaces , product
placement, shopping carts,
shelves, in store
demonstrations , company
logos in supermarkets and
pharmacies banners

20. Mall marketing
• Flags
• Floor prints
• Flyers
• Shop displays and windows
• Shop tags
• Décor and contests
• Promotions and booths
• Instant coupons

21. Cinema and video advertising
• Popular source of entertainment
to all social lasses of society
• Big numbers of lovers
• Inside cinema halls and video
tapes
• Commercials are shown before
films or during scenes
• Advantages: large exposure, put
in mood, recall , lack of clutter
• Disadvantages: audience
irritation, limited reach , limited
frequency

22. Subliminal messages
• Marketing indirectly using subliminal messages and displaying
organizations products and services supplied to movies, series or
TV shows and programs

23. Events and experiences
• Many firms are creating their own
events and experiences to create
customer and media interest
• Pop up lounges
• Concerts
• Anniversaries
• Occasion décor like Christmas,
valentine, Easter….

24. Digital marketing
• Digital age: technology changed the way we
live , how we communicate, share
information, learn, shop, access
entertainment .
• New waves to online advertising and
communications must be adapted to acquire
changes
• Marketing industry is moving so fast that is
difficult to stay up to date with latest
trends and what behind scenes
• On line marketing is the fastest growing
form of marketing

25. Internet marketing
• World wide medium that provides means
of exchanging information and thoughts
• Rapidly growing medium
• Future medium that offers timeless
advantage opportunities
• E-commercial is portal that involves e-
mailing marketing, social media, online
ads and mobile marketing
• It’s accessible to anyone

26. Types of internet advertising
• Websites online brochures
• Ad buttons, icons that provide link to advertising
• Ad banners
• Sponsorship- bloggers
• Classified ads
• E-mail messages

27. • Advantages:interactive, global,
immediate response, high
selectivity and flexibility, detailed
information in depth
• Disadvantages: lack mass media
efficiency, targeting and research
costs are high , slow downloads and
internet connection problems,
security is a primary concern not
persuasive

28. Social media advertising
• E-marketing, digital marketing is dominant and very
popular on social media
• We can share thought with community, debate,
team with others explore marketing venues
• It reach thousands of potential customers
• Instant results
• You can interact and react , comment, tweet, DM
• Discover common friends/family and build
relationships
• Review ad anytime you want on u-tube

29. Social media ads
• Examples: Instagram contests , tag on Twitter, promo codes , fb
pages, influencer video, review on pages

31. AI
• Algorithms identifies desires
• New product trends
• Pricing and discounts delivered according to customers presence and
payments
• Check psychographic behavior towards prices
• Promotions given according to individual consumer preferences
Upgrade/upsell
• Convince consumer according to neurological codes and modify
promotion price, discounts according
• Track celebrities and social media influencer