2. Objectives
Know the tools of the marketing
communications mix.
Understand the process and advantages
of integrated marketing communications.
Understand The nature of each promotion
tool
Know the Promotion-Mix-Strategies
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3. The Promotion Mix
Advertising
Any paid form of
non-personal
presentation and
promotion of ideas,
goods, or services
by an identified
sponsor
Sales
promotion
Short-term
incentives to
encourage the
purchase or sales
of a product or
service
Public relations
Building good relations
with the company's
various public by
obtaining favorable
publicity, building up a
good corporate image,
and handling or heading
off unfavorable rumors,
stories, and events
Personal
selling
Personal
presentation by the
firm’s sales force
for the purpose of
making sales and
building customer
relationship
Direct marketing
Direct connection with
carefully targeted
individual consumers to
both obtain an immediate
response and cultivate
lasting customer
relationship- the use of
telephone, mail, fax, the
internet, and other tools
to communicate directly
with specific consumers
Promotion Mix
(Marketing
Communications
Mix)
The specific mix of
advertising, personal
selling, sales promotion,
public relations, and direct
marketing tools that a
company uses to
persuasively communicate
customer value and build
customer relationship
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4. The Promotion Mix
Advertising
• Broadcast
• Print
• Internet
• Outdoor
• And others
Sales
Promotion
• Discounts
• Coupons
• Demonstrati
ons
• And others
Personal
Selling
• Sales
presentation
s
• Trade
shows
• And others
Public
Relation
- Press
releases
-Sponsorship
- Special
events
- Web pages
- And others
Direct
Marketing
- Catalogs
- Telephone
marketing
- Kiosks
- The internet
- And others
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5. Integrated Marketing
Communications
The Marketing Communications Environment is
Changing: (landscape and communication model)
Mass markets have fragmented, causing marketers to
shift away from mass marketing to target marketing
Improvements in information technology are
facilitating segmentation
Media fragmentation has occurred with companies
doing less broadcasting and more narrowcasting
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6. Integrated Marketing
Communications
The Need for Integrated Marketing
Communications
Conflicting messages from different sources or
promotional approaches can confuse company
or brand images
○ The problem is particularly prevalent when
functional specialists handle individual forms of
marketing communications independently
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7. Integrated Marketing
Communications
Integrated Marketing Communications
The concept under which a company
carefully integrates and coordinates its many
communications channels to deliver a clear,
consistent, and compelling message about
the organization and its products.
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9. Integrated Marketing
Communications
The Need for Integrated Marketing
Communications
The Internet must be integrated into the
broader IMC mix
Best bet is to wed traditional branding efforts
with the interactivity and service capabilities
of online communications
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10. Shaping The Overall Promotion
Mix
How does the company determine what
mix of promotion tools it will use ?
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11. Shaping The Overall Promotion
Mix
The nature of each promotional tool
Can reach masses of
geographically dispersed
at a low cost per exposure
(for companies that want
to reach a mass audience,
TV is the place to be)
Large-scale advertising
says something positive
about the seller’s size,
popularity, and success
Advertising is impersonal
and cannot be as directly
persuasive as can
company salespeople
Advertisin
g
The most effective tool at
certain stages of the
buying process,
particularly in building up
buyers preference,
conviction, and action
Allows all kinds of
customer relationship to
spring up
The buyer usually feels a
greater need to listen and
respond, even if the
respond is a polite “No
thank you”
Personal
Selling
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12. Shaping The Overall Promotion
Mix
The nature of each promotion tool
Attract consumer
attention, offer strong
incentive to purchase
Invite and reward quick
response –where
advertising says, “buy our
product” sales promotion
says, “buy it now”
Its effects are often short –
lived. Not effective as
advertising or personal
selling in building long –
run brand preference and
customer relationship
Sales
Promotion
Very believable
Reach many prospects
who avoid salespeople and
advertisements
As with advertising, public
relation can dramatize a
company or product
Public
Relation
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13. Shaping The Overall Promotion
Mix
The nature of each promotion tool
Nonpublic: the message is
normally directed to a
specific person
Immediate and
customized: message can
be prepared very quickly
and can be tailored to
appeal to specific
consumers
Interactive: it allows a
dialogue between the
marketing team and the
consumer
Direct
Marketing
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14. Shaping The Overall Promotion
Mix
Promotion-Mix-Strategies
Push strategy:
○ involves “pushing” the product through marketing
channels to final consumers.
○ The producer directs its marketing activities
(primarily personal selling and trade promotion)
toward channel members to induce them to carry
the product and to promote it to final consumers.
○ Used more in (B2B) {putting more of their funds
into personal selling, followed by sales promotion,
advertising, and public relation}
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15. Shaping The Overall Promotion
Mix
● Pull strategy:
o The producer direct its marketing activities (primarily
advertising and consumer promotion) toward final
consumer to induce them to buy the product.
o Consumer will demand the product from channel
members, who will in turn demand it from producer.
o The consumer demand “pull” the product through the
channel.
o Used more in (B2C) {putting more of their funds into
advertising, followed by sales promotion, personal
selling, and public relation} .
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