© 2002 mcgraw-hill companies, inc., mcgraw-hill/irwin integrated marketing communications and...
TRANSCRIPT
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
INTEGRATED MARKETING
COMMUNICATIONS AND DIRECT MARKETING
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE COMMUNICATION PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Communications Source Message Channel of Communication Receivers
THE COMMUNICATION PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Encoding and Decoding Field of experience
• Feedback Response
• Noise
THE COMMUNICATION PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE PROMOTIONAL MIX
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Advertising
• Personal Selling
• Public Relations Publicity
• Sales Promotion
• Direct Marketing
THE PROMOTIONAL ELEMENTS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• The Target Audience
• The Product Life Cycle• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage
INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Promotional tools used over the product life Promotional tools used over the product life cycle of Purina Dog Chowcycle of Purina Dog Chow
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• Product Characteristics
• Stages of the Buying Decision• Prepurchase Stage
• Purchase Stage
• Postpurchase Stage
INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The importance of promotional elements varies during the The importance of promotional elements varies during the consumer’s purchase decisionconsumer’s purchase decision
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• Channel Strategies• Push Strategy
• Pull Strategy
INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
A comparison of push and pull promotional A comparison of push and pull promotional strategiesstrategies
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Integrated Marketing Communications
INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING THE PROMOTION PROGRAM
Who is the target audience?What are (1) the promotion objectives,
(2) the amounts of money that can be budgeted for the promotion program, and (3) the kinds of promotion to use?
Where should the promotion be run?When should the promotion be run?
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DEVELOPING THE PROMOTION PROGRAM
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• Identifying the Target Audience
• Specifying Promotion Objectives Hierarchy of effects
• Setting the Promotion Budget
DEVELOPING THE PROMOTION PROGRAM
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
U.S. promotion expenditures by companies in 2000U.S. promotion expenditures by companies in 2000
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• Setting the Promotion Budget• Percentage of Sales
• Competitive Parity
• All You Can Afford
• Objective and Task
DEVELOPING THE PROMOTION PROGRAM
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The objective and task approachThe objective and task approach
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• Selecting the Right Promotional Tools
• Designing the Promotion
• Scheduling the Promotion
DEVELOPING THE PROMOTION PROGRAM
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
EXECUTING AND EVALUATING THE PROMOTION PROGRAM
Ideally, pretest and posttest
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• The Growth of Direct Marketing
DIRECT MARKETING
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Direct marketing expenditures, sales and Direct marketing expenditures, sales and employment by mediumemployment by medium
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• The Value of Direct Marketing Direct orders Lead generation Traffic generation
• Technological, Global, and Ethical Issues in Direct Marketing
DIRECT MARKETING