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Integrated Marketing Communications

Promotional Strategy
Promotional Strategy
A plan for the optimal use of the elements of promotion:
Advertising Public Relations Sales Promotion Personal Selling Direct/Interactive

Competitive Advantage

Promotion

Communication that informs, persuades, and reminds potential buyers of a product to influence an opinion or elicit a response.

Goals and Tasks of Promotion


Informative Objective
Increase awareness Explain how product works Suggest new uses Build company image

http://www.tide.com

Goals and Tasks of Promotion


Persuasion Objective
Encourage brand switching Change customers perception of product attributes Influence buying decision Persuade customers to call

Goals and Tasks of Promotion


Reminder Objective
Remind customers that product may be needed Remind customers where to buy product

Maintain customer awareness

Marketing Communication
Categories of Communication

Interpersonal Communication

Mass Communication

New Trend Old Trend

The Changing Communications Environment


Marketers Have Shifted Away From Mass Marketing Less Broadcasting
Two Factors are Changing the Face of Todays Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting

Marketing Communications (Promotional) Mix


Advertising Personal Selling
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Personal Presentations by a Firms Sales Force. Short-term Incentives to Encourage Sales. Building Good Relations with Various Publics by Obtaining Favorable Publicity. Direct Communications With Individuals to Obtain an Immediate Response.

Sales Promotion Public Relations Interactive Mktg

Promotional Mix Characteristics

But Dont Forget


Products Design Price Shape and color of its package Stores that sell the product All must be coordinated with the promotional mix for maximum impact among your target audience

Goal: Deliver a Clear, Consistent, Compelling Message


Advertising
Personal Selling

Sales Promotion

Public Relations Interactive Marketing

IMC Programs
Ad Age Fact Pack
Sara Lee (Levesque Design)

The Communication Process


Noise

Sender

Encoding Message

Message Channel

Decoding Message

Receiver

Message Channel

Online http://www.mcdonalds.com Enter Site, Havin Fun, i am asian

The Communication Process


Communication: The process by which we exchange or share meanings through a common set of symbols Sender: Originator of the message Encoding: The conversion of senders ideas into a message, usually in the form of word or signs

Click
Levitra

Factors Affecting Promotional Mix


Nature of the product
Business vs. Consumer Costs and risks of product

Stage in the PLC Target market characteristics


Location of customers Informed or not informed Repeat or new customers

Type of buying decision Budget Push vs. Pull Consumer Involvement with the Message (AIDA)

Visual of Factors Affecting Promo Mix

Stage in the PLC


Informing
PLC Stages: Introduction Early Growth

Reminding
PLC Stages: Maturity

Target Audience

PLC Stages: Growth Maturity

Persuading

Product Life Cycle and the Promotional Mix


Sales ($)
Maturity Introduction Growth Decline

Time
Light Heavy use of Advertising, advertising, prePR for introduction awareness; Publicity sales promotion for trial Advertising, PR, Brand loyalty Personal Selling for distribution Ads decrease. Sales Promotion, Personal Selling Reminder & Persuasive AD/PR decrease Limited Sales Promotion, Personal Selling for distribution

Type of Buying Decision


Routine
Advertising Sales Promotion Advertising Public Relations

Type of Buying Decision affects Promotional Mix Choice

Not Routine or Complex

Complex

Personal Selling

Push versus Pull Strategies


MANUFACTURER
Trade Promotions & Sales Force

RETAILER
Retail Promotions

Consumer Promotions

CONSUMER

Push and Pull Strategies


PUSH STRATEGY
Manufacturer promotes to wholesaler Wholesaler promotes to retailer Retailer promotes to consumer Consumer buys from retailer

Orders to manufacturer

PULL STRATEGY
Manufacturer promotes to consumer Consumer demands product from retailer Retailer demands product from wholesaler Wholesaler demands product from manufacturer

Orders to manufacturer

Pull Strategy

AIDA Concept
AIDA Concept
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.

The AIDA Concept


Action

Desire
Interest Attention

Conative (doing)

Affective (feeling)

Cognitive (thinking)

AIDA Concept
Attention Advertising Public Relations Sales Promotion Personal Selling
Very effective Somewhat effective Not effective

Interest

Desire

Action

Communication Effectiveness
Personal selling Effectiveness

Sales promotion Sponsorships Adv. P.R.


Attention Interest Desire Action