KJGJHFHJFHVHHBHCJHHJFJHFHJFHJF

1. Marketing Communications Decisions

2. Learning Objectives
• Understand the process and advantages of integrated
marketing communications.
• Know the tools of the marketing communications mix.

3. INTEGRATED MARKETING
COMMUNICATION-Definition
• 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.

4. Marketing Communication Mix
• Product communicates
• Price communicates
• Place (point of sale) communicates
• Promotion communicates
Advertising
Personal Selling
Sales Promotions
Publicity

5. Definition: Promotion Mix
• The combination of one or more of the
promotional elements a firm uses to
communicate with consumers.
• The promotional elements include:
advertising, personal selling, sales promotion,
publicity.

6. Common communication platforms

7. Promotion Mix
• Advertising
• Personal Selling
• Sales Promotion
• Public Relations
• Direct Marketing
• Reaches large, geographically
dispersed audiences, often with
high frequency
• Low cost per exposure, though
overall costs are high
• Consumers perceive advertised
goods as more legitimate
• Dramatizes company/brand
• Builds brand image; may stimulate
short-term sales
• Impersonal; one-way
communication
Elements

8. Promotion Mix
• Advertising
• Personal Selling
• Sales Promotion
• Public Relations
• Direct Marketing
Elements • Most effective tool for building
buyers’ preferences, convictions,
and actions
• Personal interaction allows for
feedback and adjustments
• Relationship-oriented
• Buyers are more attentive
• Sales force represents a long-term
commitment
• Most expensive of the promotional
tools

9. Promotion Mix
• Advertising
• Personal Selling
• Sales Promotion
• Public Relations
• Direct Marketing
Elements • May be targeted at the trade or
ultimate consumer
• Makes use of a variety of formats:
premiums, coupons, contests, etc.
• Attracts attention, offers strong
purchase incentives, dramatizes
offers, boosts sagging sales
• Stimulates quick response
• Short-lived
• Not effective at building long-term
brand preferences

10. Promotion Mix
• Advertising
• Personal Selling
• Sales Promotion
• Public Relations
• Direct Marketing
Elements • Highly credible
• Many forms: news stories, news
features, events and sponsorships,
etc.
• Reaches many prospects missed
via other forms of promotion
• Dramatizes company or benefits
• Often the most underused element
in the promotional mix

11. Promotion Mix
• Advertising
• Personal Selling
• Sales Promotion
• Public Relations
• Direct Marketing
Elements • Many forms: Telephone
marketing, direct mail, online
marketing, etc.
• Three distinctive
characteristics:
• Immediate
• Customized
• Interactive
• Well-suited to highly targeted
marketing efforts

12. Promotion Mix Strategy
• Push Strategy:
• Promotion Activities directed to channel
members – example: retailers, wholesalers.
• Ex: Trade Promotions, Displays, Cooperative
Advertising.
• Pull Strategy:
• Promotion Activities directed to consumers

13. The promotion decision process
PROCESS FOR EFFECTIVE
COMMUNICATION

14. Setting the Promotion Budget:
• Percentage of Sales
• Competitive Parity (Matching Competitors or Share of Market)
• All You Can Afford
• Objective and Task – Ideal Approach
PROMOTION BUDGET

15. Selecting the Right Promotional Tools:
• Advertising – high reach, frequency, image/awareness
building, simple messages.
• Personal Selling – complex messages, persuasive, two
way communication, targeted.
• Sales Promotion – short term demand creation
• PR – low cost, credible, complex messages.
• Direct Marketing – Highly targeted, demand creation
DEVELOPING THE
PROMOTION PROGRAM

16. Selecting the Right Promotional Tools:
• Product Life Cycle
▪ Introduction, Growth, Maturity, Decline
▪ Promotion objectives differ across cycle
DEVELOPING THE
PROMOTION PROGRAM

17. Slide 18-28
Promotional tools used over the product life
cycle of Purina Dog Chow