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1. © 2009 South Western, a division of Cengage Learning
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Marketing Promotion
Delivering High Impact Messages

2. © 2009 South Western, a division of Cengage Learning
2
LOOKING AHEAD
• What is promotion?
• What is Integrated Marketing Communication?
• How do you effectively develop a promotional
message?
• What are the elements of the promotional mix?
• What are emerging tools in the promotional mix?
• How do you choose an effective promotional mix?

3. © 2009 South Western, a division of Cengage Learning
3
PROMOTION: INFLUENCING
CONSUMER DECISIONS
Promotion – the power
to influence consumers
– to remind them, to
persuade them, to
inform them.
“ A great ad campaign will
make a bad product fail
faster. It will get more
people to know it’s bad.”
Bill Bernbach,
Marketing Industry Legend
“
“

4. © 2009 South Western, a division of Cengage Learning
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INTEGRATED MARKETING
COMMUNICATIONS
• Coordinate promotional messages
• Create a coherent impression in
customer’s mind
• Identify key points of contact
between product and target market
Consumers combine – or integrate - information from all
sources to form a unified impression

5. © 2009 South Western, a division of Cengage Learning
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Positioning Statement –articulates how
you want your target market to envision
your product relative to the competition.
A MEANINGFUL MESSAGE
How your product is different from and better
than the competition.

6. © 2009 South Western, a division of Cengage Learning
6
THE BEST BIG IDEAS
Nike: “Just do it.”
The Energizer Bunny.
Motel 6: “We’ll leave the light
on for you.”

7. © 2009 South Western, a division of Cengage Learning
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OWNING A WORD IN THE
CONSUMER’S MIND
Federal Express
Volvo
Domino’s Pizza
Hershey’s
Overnight
Safety
Home Delivery
Chocolate
What word comes to mind when you think of each of the following companies?
HOrlicks Healthy

8. © 2009 South Western, a division of Cengage Learning
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THE PROMOTIONAL MIX:
COMMUNICATING THE BIG
IDEA
• Advertising
• Sales Promotion
• Publicity and public
relation
• Personal Selling
These tools can
help communicate
the Big Idea
to your target
market.

9. © 2009 South Western, a division of Cengage Learning
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ADVERTISING
• Television
– Broadcast
– Cable
• Newspapers
• Direct Mail
• Radio
• Yellow Pages
• Magazines
• Outdoor
• Internet
Which media
effectively
reaches your
target
market?

10. © 2009 South Western, a division of Cengage Learning
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CONSUMER PROMOTION
• Premiums
• Promotional Products
• Samples
• Coupons
• Rebates
• Displays
designed to stimulate
immediate sales.

11. © 2009 South Western, a division of Cengage Learning
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PUBLIC RELATIONS (PR)
• The media looks for newsworthy stories
• Smart firms push potential news of their
company
• The advantage of PR is that it is usually
credible
• The disadvantage is that marketers
don’t control media perceptions

12. © 2009 South Western, a division of Cengage Learning
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PERSONAL SELLING
• Today selling means
building relationships
• Personal selling is best
for:
– High-ticket items
– Complex products
– High volume customers
Person-to-Person presentation of products.

13. © 2009 South Western, a division of Cengage Learning
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SELLING PROCESS
Prospect and
Qualify
Prepare
Handle
Objections
Close
Sale
Follow-up
Present

14. © 2009 South Western, a division of Cengage Learning
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CHOOSING THE RIGHT MIX:
NOT JUST A SCIENCE
Product Characteristics
Product Life Cycle
Target Audience
Push vs . Pull
Competitive Environment
Budget