Module 8 the promotional mix
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The document discusses integrated marketing communications and the promotion mix. It defines the key elements of the promotion mix as advertising, sales promotion, public relations, and personal selling. It also outlines steps in developing effective marketing communications, including identifying the target market, determining communication objectives, designing messages, choosing media, and collecting feedback. Additionally, it discusses setting the total promotion budget and the importance of socially responsible marketing practices.
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The document discusses integrated marketing communications and developing an effective promotion strategy. It defines the promotion mix as the blend of advertising, public relations, personal selling, and direct marketing used to communicate customer value. Each tool in the promotion mix is examined in terms of its characteristics and effectiveness. The document also outlines steps to develop marketing communications, including identifying target markets, setting objectives, designing messages, choosing media, and selecting message sources. It provides methods for setting a total promotion budget and developing an optimal promotion mix strategy. Finally, it discusses principles of socially responsible marketing communications.
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The document discusses integrated marketing communications (IMC) and how brands can achieve better results through a coordinated approach. It defines IMC as ensuring all customer brand contacts are relevant and consistent. The key aspects of IMC include defining audiences, developing messaging strategies across channels, and measuring the results of an integrated marketing campaign. Barriers to IMC include functional silos within organizations and a lack of proven processes, but the future of IMC is focused on automation, integration of data, and consistent metrics.
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In other words, this type of PR strategy is conducted when there isn’t a crisis to manage. Rather, it’s an ongoing strategy that is used to develop strong relationships with journalists and establish a positive reputation for a brand.Benefits of Proactive PR
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Essentially, a reactive strategy is damage control public relations. Should a company receive any negative publicity, or if it is involved in a crisis that impacts the public at large, reactive public relations can help to manage the situation.
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The document discusses integrated marketing communications and the marketing communications mix. It begins by outlining the key topics to be covered, including the role of marketing communications, models of the marketing communication process, steps in developing effective communications, characteristics of the communication mix, and integrated marketing communication programs. It then provides more details on each element of the marketing communications mix, including advertising, sales promotion, public relations, direct marketing, word-of-mouth marketing, events and experiences, and personal selling. It emphasizes that marketers must consider the advantages and costs of each communication tool and match them to their specific product, market, and stage of the brand when developing an integrated marketing communications strategy.
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This document outlines an integrated marketing communications plan, including:
- The meaning and aim of IMC is to coordinate all promotional activities to deliver a unified customer message and build brand value over time.
- The evolution of IMC moved from mass marketing to relationship marketing using integrated channels with a focus on customer interaction.
- Key players in IMC include companies, agencies, customers, media, and other stakeholders.
- The promotional mix tools of advertising, public relations, direct marketing, personal selling, and sales promotion are used to deliver consistent brand messages.
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A proactive PR strategy can provide several advantages for a business. Some of these benefits include:
Increased exposure
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Reactive PR Explained
Essentially, a reactive strategy is damage control public relations. Should a company receive any negative publicity, or if it is involved in a crisis that impacts the public at large, reactive public relations can help to manage the situation.
For example, if a company is slammed with a lawsuit for misconduct, or if a company head is caught in a lewd act, reactive PR would be used to repair any damage. The challenge with reactive PR, however, is that it is usually difficult to predict. That’s because it can be hard to determine when or why a company would receive negative attention. As such, it can be difficult to plan a reactive PR strategy.
openPR-Tip: While you might not be able to predict the future, you can prepare yourself by figuring out how you would deal with a negative situation should one unfold.
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IMC Strategy and Implementation
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Integrated marketing communication involves coordinating different promotional tools such as advertising, sales promotion, public relations, direct marketing, and personal selling to deliver a unified message about a company's brands. Selecting an effective marketing communication mix depends on factors like the product, its stage in the product lifecycle, and buyers' readiness which progresses from awareness to purchase. Common models for integrated marketing communication are AIDA (Attention, Interest, Desire, Action) and the Hierarchy of Effects.
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This document provides an overview of various integrated marketing communication (IMC) tools including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It describes each tool, highlighting their advantages and disadvantages. It also discusses considerations for developing an IMC promotional program such as situation analysis, objectives, strategy, integration, implementation, and evaluation. The goal of IMC is to coordinate these various promotional elements into a controlled, integrated marketing communications program.
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1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
Chapter 17 Designing And Managing Integrated Marketing Communications
The document outlines eight steps for developing effective marketing communications: 1) Identify the target audience, 2) Determine communication objectives such as brand awareness or purchase intention, 3) Design communications to achieve the desired response by determining the message, creative strategy, and message source, 4) Select communication channels, 5) Establish the budget, 6) Decide on the marketing communication mix, 7) Measure communication results, and 8) Manage the integrated marketing communication process.
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The document outlines the key elements of a promotional plan, including an executive summary, situation analysis, objectives, budgeting, strategy, and evaluation. It discusses analyzing the market situation, setting measurable objectives, allocating budgets across different promotional tools, developing a strategic promotional approach, and evaluating performance against objectives. The plan provides a framework for conceiving and implementing an effective promotional effort that is aligned with the company's overall marketing goals.
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The document discusses integrated marketing communications and effective communication strategies. It explains that marketing helps build brand equity and sales, and the most effective communications can achieve multiple objectives. It also notes that determining the who, what and why of a message is important for effective communication. Finally, it introduces integrated marketing communications as a comprehensive plan that combines various communication disciplines to provide clarity and consistency through integrated messaging.
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Integrated marketing communication refers to integrating all methods of brand promotion to promote a product or service among target customers. This includes advertising, sales promotion, direct marketing, personal selling, public relations, and other communication tools. The goal is for all aspects of marketing communication to work together harmoniously for increased sales and maximum cost effectiveness. Creating a successful integrated marketing communication plan requires thorough research, clear objectives, understanding target audiences, monitoring competitors, evaluating results, and ensuring cooperation across departments.
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The document discusses integrated marketing communications and the marketing communications mix. It begins by outlining the key topics to be covered, including the role of marketing communications, models of the marketing communication process, steps in developing effective communications, characteristics of the communication mix, and integrated marketing communication programs. It then provides more details on each element of the marketing communications mix, including advertising, sales promotion, public relations, direct marketing, word-of-mouth marketing, events and experiences, and personal selling. It emphasizes that marketers must consider the advantages and costs of each communication tool and match them to their specific product, market, and stage of the brand when developing an integrated marketing communications strategy.
Integrated marketing communication
This document outlines an integrated marketing communications plan, including:
- The meaning and aim of IMC is to coordinate all promotional activities to deliver a unified customer message and build brand value over time.
- The evolution of IMC moved from mass marketing to relationship marketing using integrated channels with a focus on customer interaction.
- Key players in IMC include companies, agencies, customers, media, and other stakeholders.
- The promotional mix tools of advertising, public relations, direct marketing, personal selling, and sales promotion are used to deliver consistent brand messages.
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This presentation covers the whole topic of marketing communication or promotion including the Promotion Mix as Product Mix and Tools of the promotion, fully explained. followed by which promotional objectives and media selection and management.
Integrated Marketing Communication
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
Chapter 17 designing and managing integrated marketing zhao
The document discusses key concepts in integrated marketing communications including the eight major models of marketing communication mix (advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, personal selling), the correct sequence for the macro and micro communication process models, the hierarchy-of-effects model, nonpersonal communication channels, methods for setting promotion budgets, challenges in developing global communications, and considerations for ethical marketing communications.
1 imc introduction
The document discusses integrated marketing communications (IMC). IMC is defined as carefully integrating and coordinating a company's various communication channels to deliver a clear, consistent message about the organization and its products. This ensures all communication and messages are carefully linked together. IMC includes coordinating various promotional tools, including advertising, sales promotions, public relations, personal selling, and direct marketing to effectively communicate customer value. The promotion mix must also be aligned with other elements of the marketing mix, including product, price, and place. Recent technological advances have led to a new IMC model where companies engage in more targeted, personalized communication through specialized media channels rather than mass broadcasting.
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The document provides an overview of key concepts in marketing including understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan, building customer relationships, and capturing value from customers. It discusses topics such as the marketing mix, customer relationship management, partner relationship management, and customer lifetime value. The changing landscape of marketing is also briefly mentioned.
Module 4 identifying market segments and selecting targeting markets
1. The document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning.
2. Market segmentation involves dividing large, heterogeneous markets into smaller segments based on geographic, demographic, psychographic, and behavioral factors.
3. Targeting involves evaluating market segments and choosing specific segments to target based on size, attractiveness, and fit with company objectives.
4. Differentiation and positioning involve identifying competitive advantages to build a unique position for the product or service in customers' minds relative to competitors.
Module 8 the promotional mix (3)
The document discusses personal selling and sales promotion. It defines personal selling as interpersonal communication between a salesperson and customer to generate sales. Sales promotion refers to short-term incentives to encourage purchases. The personal selling process involves prospecting, qualifying, approaching, presenting, handling objections, closing, and following up with customers. Managing an effective sales force requires recruiting, selecting, training, compensating, supervising, and evaluating salespeople.
Module 7 managing distribution channels
The document discusses marketing channels and the delivery of customer value. It describes supply chains and how they consist of upstream and downstream partners. It then discusses the nature and importance of marketing channels, how channel members add value, and different types of channel organization structures including conventional distribution systems, vertical marketing systems, and horizontal marketing systems. The document also covers topics like channel design decisions, channel management decisions, marketing logistics, and supply chain management.
Module 7 managing distribution channels
The document discusses marketing channels and the delivery of customer value. It describes supply chains and how they consist of upstream and downstream partners. It then discusses the nature and importance of marketing channels, how channel members add value, and different types of channel organization structures like conventional distribution systems, vertical marketing systems, and horizontal marketing systems. The document also covers topics like channel design decisions, channel management decisions, marketing logistics, and supply chain management.
Module 5 product and service marketing
The document provides an overview of key concepts related to products, services, and brands. It discusses what defines a product, different types of product and service classifications, decisions involved in developing products and services, and strategies for building strong brands. It also covers topics like services marketing, the service-profit chain, and strategies for differentiating services.
Module 2 scanning the marketing environment
The document provides an overview of analyzing a company's marketing environment, including the microenvironment and macroenvironment. It discusses the key actors in the microenvironment that affect the company's ability to serve customers, such as the company itself, suppliers, marketing intermediaries, customer markets, competitors, and publics. It then examines various forces in the macroenvironment, including demographic, economic, natural, technological, political, and cultural environments, and how understanding these forces can help a company respond effectively to changes in the marketplace.
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Module 5 integrated marketing communication strategy
Module 5 integrated marketing communication strategy
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Module 3 marketing research and information systems
Module 4 identifying market segments and selecting targeting markets
Module 4 identifying market segments and selecting targeting markets
Module 3 marketing research and information systems
Module 3 marketing research and information systems
Module 4 identifying market segments and selecting targeting markets
Module 4 identifying market segments and selecting targeting markets
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MARKETING-CH10
The document discusses various marketing communication tools including advertising, sales promotion, public relations, personal selling, and direct marketing. It emphasizes the importance of integrating these different communication channels to deliver a clear and consistent message. It also covers topics like developing effective communication strategies, setting advertising objectives and budgets, and selecting appropriate advertising media and timing.
Promotion Mix
Marketing Communication Mix, Promotion MIx, Promotion Tool, Advertising, direct marketing, personal selling, sales promotion.
Communicating customer value & integrated communicating strategy
1. The document discusses integrated marketing communications and the promotion mix, which includes advertising, public relations, personal selling, and direct marketing tools that communicate customer value.
2. It outlines the steps in developing effective communication, including identifying the target audience, determining objectives, designing the message, choosing media, selecting the message source, and collecting feedback.
3. Setting the total promotion budget involves methods like the affordable budget, percentage-of-sales, competitive-parity, and objective-and-task approaches. The nature and role of each promotion tool is also examined.
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This document provides an overview of key concepts in marketing communication and promotion. It discusses the role of promotion in informing, persuading, and reminding potential buyers. Promotion strategies aim to use advertising, public relations, sales promotion, and personal selling optimally based on the product life cycle stage, target market, and type of buying decision. The promotional mix combines these tools to reach audiences. Integrated marketing communications coordinates messaging across contact points. Factors like the product, market, and budget influence which promotional tools to employ.
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Advertising is a form of non-personal promotion used by businesses, non-profits, and professionals to build brand awareness and demand. Major decisions in advertising include setting objectives, budgets, messages, and evaluating effectiveness. The document also discusses sales promotion techniques like coupons, premiums, and contests used to incentivize purchases, and public relations which involves building goodwill through favorable publicity and managing corporate image.
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The document provides an overview of advertising and public relations. It discusses setting advertising objectives like informing, persuading and reminding target audiences. It also covers evaluating advertising effectiveness, selecting advertising media, and developing advertising strategies and messages. For public relations, it outlines common tools like press relations, product publicity, and lobbying. It describes the role of public relations in building awareness through lower-cost and higher-impact means than advertising.
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This chapter discusses integrated marketing communications and promotion planning. It defines key concepts like advertising, public relations, personal selling and sales promotion. It explains that an integrated marketing communications approach coordinates these different promotion tools for maximum impact. The chapter also covers promotion objectives and models, budgeting, legal issues and criticisms of promotion activities.
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The document defines integrated marketing communications (IMC) and its various tools, including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It provides definitions and discusses advantages and disadvantages of each tool. The goal of IMC is to achieve marketing objectives through a coordinated use of these different communication methods that reinforce each other.
Markeing communication
Promotion involves communicating with potential buyers to influence their opinions and elicit responses. The promotional mix combines different promotion tools like advertising, public relations, sales promotion, and personal selling. Factors like the product's stage in its life cycle and characteristics of the target market determine which tools are used. The promotional mix must be coordinated as part of an integrated marketing communications strategy to ensure consistent messaging. New media like blogs, the internet, and viral marketing are increasingly impacting promotional strategies.
Integrated marketing
The document discusses integrated marketing communication (IMC), which aims to make all aspects of marketing such as advertising, sales promotion, PR, direct marketing, personal selling, online communications and social media work together as a unified force with a similar tone and style. The goal of IMC is to create a seamless experience for customers and reinforce the brand's core message. The document also lists some factors that have led to the increased importance of IMC such as market fragmentation and new technologies.
Chap14 econ 161
BMW introduced the MINI Cooper into the US market with a small budget and staff, facing competition from SUV sales. They broke from traditional auto advertising by mounting MINIs on SUVs in 22 cities as part of an integrated "Let's Motor" campaign using unconventional media. The campaign was a success, growing brand awareness from 2% to 53% of US consumers and exceeding sales projections by over 80%.
Integrated marketing communications
The document defines integrated marketing communications as coordinating various promotional efforts to maximize impact on customers. It describes the communication process as involving a source encoding a message through a channel that is decoded by a receiver. Promotion aims to create awareness, stimulate demand, encourage product trials, identify prospects, retain customers, support resellers, combat competitors, and reduce sales fluctuations. The promotion mix combines advertising, personal selling, public relations, and sales promotions to communicate with target audiences.
CHAPTER9.ppt
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21st & 22nd & 23rd & 24th Classes on ABM 506 .pdf
This document discusses various topics related to agricultural marketing and marketing communication, including:
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3. Interactive marketing, which uses two-way communication channels to allow direct consumer engagement.
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Integrated marketing communications (IMC) is a concept that recognizes the value of a comprehensive marketing communications plan that evaluates various communication disciplines like advertising, direct marketing, digital marketing, sales promotion, and public relations. The plan combines these disciplines to provide clarity, consistency, and maximum impact. IMC aims to shift focus from advertising-centric approaches to utilizing multiple communication tools in an integrated way.
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Integrated Marketing Communication (IMC) is the major course of marketing management students. Here is the summary of complete course in one ppt.
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The document discusses various aspects of corporate communications and marketing, including marketing communication, integrated marketing communications, and different communication tools. It explains that marketing communication aims to disseminate information about an organization to selected markets in order to induce initial purchases and achieve post-purchase satisfaction. Integrated marketing communications involves blending different communication elements, such as advertising, personal selling, and sales promotion, to communicate consistently with the market. Direct marketing and exhibitions are also discussed as important communication tools.
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This document discusses integrated marketing communication (IMC). IMC refers to integrating all aspects of marketing communication, including advertising, sales promotion, publicity, personal selling, direct marketing, public relations, and web marketing. The goal of IMC is to work together these different communication methods for increased sales and maximum cost-effectiveness. The document provides examples and definitions of these various marketing communication methods that are part of an IMC approach.
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Advertising provides product information, incentives to take action, and reminders to reinforce brand messages. Effective ads gain attention through creativity and execution to meet advertiser and consumer objectives. The key players in advertising are the advertiser, agency, media channels, vendors, and target audience. An advertising plan identifies the target audience, message strategy, and media strategy to match the right audience with the right message through the right medium.
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Module 8 the promotional mix
- 1. Chapter Fourteen Communicating Customer Value: Integrated Marketing Communications Strategy
- 11. Steps in Developing Effective Marketing Communication
- 36. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall