Integrated Marketing Communications 14 2 Outline Promotion marketing communications and IMC defined AIDA concept The promotional mix Direct marketing Optimal promotional mix Push and Pull Strategies ID: 1031529
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1. Chapter 14Basic VersionIntegrated Marketing Communications
2. 14-2OutlinePromotion, marketing communications and IMC definedAIDA conceptThe promotional mixDirect marketingOptimal promotional mixPush and Pull StrategiesBudgeting
3. 14-3Promotion Function of informing, persuading, and influencing the consumer’s purchase decisionMarketing communications Transmission from a sender to a receiver of a message dealing with the buyer-seller relationshipIntegrated marketing communications (IMC) Coordination of all promotional activities to produce a unified, customer- focused promotional message
4. 14-4AIDA concept (Attention-Interest-Desire-Action) – an explanation of the steps through which an individual reaches a purchase decisionSenderEncodingChannelDecodingResponseFeedbackNoise
5. 14-5Elements of the Promotional MixPromotional mix Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectivesPersonal selling, advertising, and sales promotion usually account for the bulk of a firm’s promotional expenditures
6. 14-6Direct Marketing Communications ChannelsDirect mailCataloguesTelemarketingDirect marketing via broadcast channelsElectronic direct marketing channels
7. 14-7Developing an Optimal Promotional MixFactors that influence the effectiveness of a promotional to mix:Nature of the marketNature of the productStage in the product life-cyclePriceFunds available for promotion
8. 14-8Pulling and Pushing Promotional StrategiesPulling strategy Promotional effort by a seller to stimulate demand among final users, who will then exert pressure on the distribution channel to carry the good or service, pulling it though the marketing channelOften a reliance on advertising and sales promotionPushing strategy Promotional effort by a seller to members of the marketing channel intended to stimulate personal selling of the good or service, thereby pushing it through the marketing channel
9. 14-9Budgeting for Promotional StrategyPercentage-of-sales methodFixed-sum-per-unit methodMeeting competition methodTask-objective method
10. Thank You For Your Time14-10