Integrated Marketing Communications

Promotional Strategies at a Glance

Chapter 14

The Changing Nature of Marketing Communication Before communication was largely mass

media based. Even though this may still be true, this is

changing to include alternative methods, that are more personal and interactive, i.e., social media, viral marketing.

Traditional Marketing Mix

Product Price Promotion Distribution

DirectMarketing

Publicity

Advertising Personal Selling

SalesPromotions

Source Encoding Message Channel Decoding Receiver

Feedback

Noise Noise

Communication Model(Exhibit 14-3)

Brandignorance

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Visit Exhibit 14-5, page

398

Hierarchy of Communications Effects

Factors Affecting the Use of Promotional Tools Nature of the market Nature of the product/service Price of product Stage(s) of the Product Life Cycle Budget/Funds available Company Objectives Message to be conveyed Time and location of buying decision Media characteristics

Promotional Strategy

An activity that informs, persuades and influences the consumer in making a purchase decision.

A promotional strategy is also referred to as Marketing Communications.

Combining the various promotional tools is called the promotional mix.

Firms may use one promo tool, or all of them. This is dependent on many factors.

Message Strategy

Need a good message to communicate Will have to break through advertising clutter and

catch the attention of the target audience Effective message strategy begins with identifying

customer benefits, related to product’s positioning Need a creative concept, or “big idea” to express that

message For example, www.campaignforrealbeauty.ca/

Campaign Objectives

Image building Product Differentiation Positioning Strategies

What is St.FX’s positioning Strategy? Who is this communicated?

Direct response

Promotional Strategies

Push strategy Promotional effort directed at channel

members to carry and promote products to consumers

Driven by personal selling and trade promotions

Pull strategy Promotional effort to appeal directly to

consumers Driven by advertising and sales promotion

Push vs. Pull Strategy