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MARKETING COMMUNICATION
Key Concepts
The Role of Promotion
Communication by
marketers that informs,
persuades, and reminds
potential buyers of a
product in order to
influence an opinion or
elicit a response.
Promotion
Promotion Strategy
A plan for the optimal
use of the elements of
promotion:
 Advertising
 Public Relations
 Sales Promotion
 Personal Selling
Promotional
Strategy
Competitive
Advantage
The Role of Promotion
in the Marketing Mix
Overall
Marketing
Objectives
Marketing Mix
• Product
• Place
• Promotion
• Price
Target Market
Promotional Mix
• Advertising
• Public Relations
• Sales Promotion
• Personal Selling
Promotion Plan
Competitive Advantage
Unique features
Excellent service
Low prices
Rapid delivery
High product quality
Goals and Tasks of Promotion
Informing Reminding
Persuading
Target
Audience
Goals and Tasks of Promotion
Informing Reminding
Persuading
Target
Audience
PLC Stages:
Introduction
Early Growth
PLC Stages:
Growth
Maturity
PLC Stages:
Maturity
Goals and Tasks of Promotion
 Remind customers that product
may be needed
 Remind customers where
to buy product
 Maintain customer awareness
Reminder Promotion
The AIDA Concept
Model that outlines the process
for achieving promotional goals
in terms of stages of consumer
involvement with the message.
Attention
Interest
Desire
Action
AIDA
Concept
The AIDA Concept
Action
Desire
Interest
Attention Cognitive (thinking)
Affective (feeling)
Conative (doing)
The AIDA Concept
Push and Pull Strategies
Manufacturer
promotes to
wholesaler
Wholesaler
promotes to
retailer
Retailer
promotes to
consumer
Consumer
buys from
retailer
PUSH STRATEGY
Orders to manufacturer
Manufacturer
promotes to
consumer
Consumer
demands
product
from retailer
Retailer
demands
product
from wholesaler
Wholesaler
demands
product from
manufacturer
Orders to manufacturer
PULL STRATEGY
Factors Affecting Promotional Mix
The Promotional Mix
Combination of
promotion
tools used to reach the
target market and fulfill
the organization’s
overall goals.
 Advertising
 Public Relations
 Sales Promotion
 Personal Selling
Promotional
Mix
The Promotional Mix
Impersonal, one-way
mass communication about
a product or organization
that is paid for by a
marketer.
Integrated Marketing
Communications
Integrated
Marketing
Communications
The careful coordination of all
promotional messages to assure
the consistency of messages at
every contact point where a
company meets the consumer.
IMC Popularity Growth
Proliferation of
thousands of media
choices
Fragmentation of the
mass market
Slash of advertising
spending in favor of
promotional techniques
that generate immediate
response
Advertising Media
Traditional
Advertising Media
New
Advertising
Media
 Television
 Radio
 Newspapers
 Magazines
 Books
 Direct mail
 Billboards
 Transit cards
 Internet
 Banner ads
 Viral marketing
 E- mail
 Interactive video
Advertising
Advantages Disadvantages
 Reach large number
of people
 Low cost per
contact
 Can be micro-
targeted
 Total cost is high
 National reach is
expensive for
small companies
Public Relations
The marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public
may be interested in, and
executes a program of
action to earn public
understanding and
acceptance.
The Function of
Public Relations
Sales Promotion
Marketing activities—
other than personal
selling, advertising, and
public relations—that
stimulate consumer
buying and dealer
effectiveness.
Sales Promotion
End
Consumers
Trade
Customers
Company
Employees
Free samples
Contests
Premiums
Trade Shows
Vacation Giveaways
Coupons
Personal Selling
Planned presentation to
one or more prospective
buyers for the purpose
of making a sale.
Personal Selling
Traditional
Selling
Relationship
Selling
Categories of
Communication
Interpersonal
Communication
Mass
Communication
Marketing Communication
As Senders As Receivers
 Develop messages
 Adapt messages
 Spot new
communication
opportunities
 Inform
 Persuade
 Remind
Marketing Communication
As Senders As Receivers
 Develop messages
 Adapt messages
 Spot new
communication
opportunities
 Inform
 Persuade
 Remind
Marketing Communication
Noise
Sender
Encoding
Message
Feedback
Channel
Message
Channel
Decoding
Message
Receiver
The Communication Process
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Advertising
Indirect and impersonal
Low
Little
Delayed
One-way
Yes
Yes
Fast
Same message to all audiences
Characteristics of the Elements
in the Promotional Mix
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Public Relations
Usually indirect, impersonal
Moderate to low
Little
Delayed
One-way
No
No
Usually fast
Usually no direct control
Characteristics of the Elements
in the Promotional Mix
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Sales Promotion
Usually indirect and impersonal
Moderate to low
Little to moderate
Varies
Mostly one-way
Yes
Yes
Fast
Same message to varied target
Characteristics of the Elements
in the Promotional Mix
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Personal Selling
Direct and face-to-face
High
Much
Immediate
Two-way
Yes
Yes
Slow
Tailored to prospect
Characteristics of the Elements
in the Promotional Mix
MARKETING COMMUNICATION
IMPACT OF THE NEW MEDIA
INTERNET
BLOGGING
VIRAL MARKETING
The Impact of Blogging
LO3
Sponsored by a company or
one of its brands and
maintained by one or more of
the company’s employees.
Noncorporate
Blogs
Corporate
Blogs
Independent and not
associated with the
marketing efforts of any
particular company or brand.
Factors Affecting the
Choice of Promotional Mix
Nature of the product
Stage in PLC
Target market factors
Type of buying decision
Promotion funds
Push or pull strategy
Stage in the Product Life Cycle
Light
Advertising;
pre-
introduction
publicity
Heavy use of
Advertising;
PR for
awareness;
sales
promotion
for trial
AD/PR
decrease;
limited
sales
promotion;
personal
selling for
distribution
Ads decrease;
sales
promotion;
personal
selling;
reminder &
persuasive
Advertising,
PR, brand
loyalty;
personal
selling for
distribution
Introduction Growth
Maturity
Decline
Sales
($)
Time
Target Market Characteristics
For…
 Widely scattered
market
 Informed buyers
 Brand-loyal repeat
purchasers
Advertising
Sales Promotion
Less Personal Selling
Type of Buying Decision
Advertising
Sales Promotion
Routine
Personal Selling
Neither Routine
nor Complex
Advertising
Public Relations
Print Advertising
Complex

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MKTG COMM PROMOTION KEY CONCEPTS

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