Mar-3023 Lecture 15: notes day 15
Day 15: Integrated Marketing Communications
Promotion
Promotion: Encouragement of the progress, growth, or acceptance of something;
furtherance.
• In Marketing: One of the four elements of the marketing mix
• The communication link between sellers and buyers for the purpose of influencing,
informing, or persuading a potential buyer's purchasing decision.
You might remember your favorite ad.
➢ For me, it’s the Terry Tate, Office linebacker ad from Reebok. Originally aired
during the 2003 Super Bowl
o Gets continued airtime when people look it up on YouTube and talk about it
on social media
Promotion Mix
• Advertising: is a paid, non-personal communication about an organization and its
products transmitted to a target audience through mass media.
• Personal selling: is a paid, personal communication that seeks to inform customers
and persuade them to purchase products in an exchange situation.
• Public relations: is a broad set of communication efforts used to create and
maintain favorable relationships between an organization and its stakeholders.
• Sales promotion: is an activity or material that acts as a direct inducement offering
added value or incentive for the product to resellers, salespeople, or customers;
free samples, games, rebates, sweepstakes, contests, premiums, and coupons.
Expenditure in Billions of Dollars
$0 $50 $100 $150 $200 $250 $300
Advertising
Outside U.S.
U.S. Sales
Promotion
U.S. Advertising
2002
1980
find more resources at oneclass.com
find more resources at oneclass.com
Budget available
Stage in product life cycle
Type of product Print
Type of purchase decision (APPS) Television
Target market characteristics Advertising Radio
Consumers’ readiness to purchase → Personal selling → Online
Consumers’ preferences for media Public relations Social
Regulations Sales promotion News Release
Competitors Mail
Availabilit of media
Push versus pull strategy
Integrated Marketing Communications
IMC: Coordination of promotion and marketing efforts for maximum impact.
• Traditionally, the different forms of promotion did not fit together
• IMC brings them all together so they fit to one uniform message
Traditional Promotion Mix → IMC
→
• Goals of IMC
o Consistent message to customers
o Coordinate/manage promotional efforts
o Synchronization of promotional elements
o Use more precisely targeted promotional tools
➢ How would you target guys with diet drinks?
o Make the can “manly” with the colors & design
o Don’t use the word “diet”
o Sponsor NASCAR
Push vs. Pull promotional strategies
• Push policy: promoting a product only to the next institution down the marketing
channel.
o The producer promotes the product to wholesalers, the wholesalers promote it
to retailers, and the retailers promote it to consumers.
➢ Trade shows and personal selling
➢ Push money: also known as "spiffs". An extra commission paid to retail
employees to push products
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Promotion: encouragement of the progress, growth, or acceptance of something; furtherance. In marketing: one of the four elements of the marketing mix: the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer"s purchasing decision. For me, it"s the terry tate, office linebacker ad from reebok. Originally aired during the 2003 super bowl: gets continued airtime when people look it up on youtube and talk about it on social media. Imc: coordination of promotion and marketing efforts for maximum impact: traditionally, the different forms of promotion did not fit together. Imc brings them all together so they fit to one uniform message. Imc: goals of imc, consistent message to customers, coordinate/manage promotional efforts, synchronization of promotional elements, use more precisely targeted promotional tools. How would you target guys with diet drinks: make the can manly with the colors & design, don"t use the word diet , sponsor nascar.
