Chapter 18Chapter 18Promotion: Integrated Promotion: Integrated

Marketing CommunicationsMarketing Communications

I. What is Promotion?I. What is Promotion?

Communicating information between the Communicating information between the seller and potential buyer to influence the seller and potential buyer to influence the attitudes and behavior of the potential attitudes and behavior of the potential buyer.buyer.

II. Elements of the Promotion MixII. Elements of the Promotion Mix

Personal sellingPersonal selling

AdvertisingAdvertising

Public Relations / PublicityPublic Relations / Publicity

Sales PromotionSales Promotion

Direct MarketingDirect Marketing

Personal SellingPersonal Selling

Direct face-to-face communication Direct face-to-face communication between sellers and potential buyers.between sellers and potential buyers.

Examples – car sales person, Examples – car sales person, pharmecutical reppharmecutical rep

AdvertisingAdvertising

Any paid form of nonpersonal Any paid form of nonpersonal communication through the mass media communication through the mass media about a good, service, or idea by an about a good, service, or idea by an identified sponsor.identified sponsor.

Examples – advertisements in magazines, Examples – advertisements in magazines, newspapers, radio, and TVnewspapers, radio, and TV

Public RelationsPublic Relations

A form of communication that seeks to A form of communication that seeks to influence what customers, potential influence what customers, potential customers, stockholders, suppliers, and customers, stockholders, suppliers, and employees think about a company and its employees think about a company and its products.products.

Examples – special events, annual Examples – special events, annual reports, press conferencesreports, press conferences

PublicityPublicity

News carried by the media about a firm or News carried by the media about a firm or its products at no charge to the its products at no charge to the organization for media time and spaceorganization for media time and space

Example – book reviews, articles carried in Example – book reviews, articles carried in newspaper about new store opening, newspaper about new store opening, guest appearances on TV and radio guest appearances on TV and radio showsshows

Sales PromotionSales Promotion

Short-term incentives used to arouse Short-term incentives used to arouse interest in buying a good or service.interest in buying a good or service.

Examples – coupons, sweepstakes, Examples – coupons, sweepstakes, contests, free samples, rebatescontests, free samples, rebates

Direct MarketingDirect Marketing

Direct communication with consumers to Direct communication with consumers to generate a response in the form of an generate a response in the form of an order, a request for information, or a visit order, a request for information, or a visit to a retail outlet.to a retail outlet.

Examples – direct mail, catalogs, Examples – direct mail, catalogs, telemarketing, online marketingtelemarketing, online marketing

III. Integrated Marketing CommunicationsIII. Integrated Marketing Communications

Designing marketing communications Designing marketing communications programs that coordinate all promotional programs that coordinate all promotional activities to provide a consistent message activities to provide a consistent message across all audiences.across all audiences.

IV. The Communications ProcessIV. The Communications Process

SourceSourceMessageMessageChannel of communicationChannel of communicationReceiverReceiverEncodingEncodingDecodingDecodingNoiseNoiseFeedbackFeedback

Slide 18-7

FIGURE 18-1 FIGURE 18-1 The communication processThe communication process

Slide 18-9

BMW X3 Who is the source and what is the message?