INTEGRATED

MARKETNG
COMMUNICATION
MARKETING MANAGMENT-II
LECTURE- 4
 LEARNING OBJECTIVES
The advantages and disadvantages of the
promotion methods a marketing manager
can use in strategy planning.
Understand the integrated marketing
communications concept and why most
firms use a blend of different promotion
methods.
Understand the importance of promotion
objectives.
 The Promotion Mix
Promoti Advertising: Any paid form of non-personal
on tools presentation and promotion of ideas, goods, or
services by an identified sponsor.
◦ A company’s total promotion mix─also called its marketing
Sales selling:
communications Short-term
mix─consists of theincentives to encourage
specific blend of
the public
advertising, purchase or sale
relations, of a product
personal or service.
selling, sales promotion,
and direct marketing tools that the company uses to
persuasively communicate customer value and build customer
Personal selling: Personal presentation by
relationships.
the firm’s sales force for the purpose of
making sales and building customer
relationships.
Public relations: Building good relations with the
company’s various publics by obtaining favorable publicity,
building up a good corporate image, and handling or
heading off unfavorable rumors, stories, and events.
Direct marketing: Direct connections with
carefully targeted individual consumers to both
obtain an immediate response and cultivate
lasting customer relationships.
The AIDA Model
ROLE OF PROMOTIONAL MIX
Promotion Varies Over the
Life Cycle

“This new “Our brand is “Our brand is “Let’s tell

idea is good” best” better, really” those who
still want our
product”
Communication Process
 Promotion Mix Strategies
Marketers can choose from two basic promotion
mix strategies: push promotion or pull
promotion.
Push Strategy
• A promotion strategy that calls for using the sales
force and trade promotion to push the product
through channels.
• The producer promotes the product to channel
members, which in turn promote it to final
consumers.
Pull Strategy
• A promotion strategy that calls for spending a lot
on consumer advertising and promotion to induce
final consumers to buy the product, creating a
demand vacuum that “plus” the product through
the channel.
 Characteristics of the
Elements in the Promotional
Mix
 The New Marketing Communications
Model

◦ Several major factors are changing the face of today’s

marketing communications Finally,
sweeping
advances in
communications
Second, technology are
First, causing
marketing
consumers are remarkable
strategies are changes in the
changing.
changing. ways in which
companies and
customers
communicate
with each other.
The Need for Integrated Marketing
Communications

◦Integrated marketing communications

(IMC) means that the company carefully
integrates its many communications channels
to deliver a clear, consistent, and compelling
message about the organization and its
brands.
◦Each contact with the brand will deliver a
message─whether good, bad, or indifferent.
Steps in Developing Effective Marketing
Communication
Identify the target audience
Identify the target audience

Determine the communication objectives

Determine the communication objectives

Design a message
Design a message

Choose the media through which to send the

Choose the media through which to send the
message
message

Select the message source

Select the message source

Collect feedback
Collect feedback
Type of Buying Decision
Advertising
Routine
Routine
Sales Promotion

Advertising
Neither
Neither Routine
Routine
nor
nor Complex
Complex Public Relations

Personal Selling
Complex
Complex
Print Advertising
Determining the Communication
Objectives

◦ The target audience may be in any of six buyer-readiness

stages, the stages consumers normally pass through on their
way to making a purchase.
 Factors Affecting the
Choice of Promotional Mix
Nature
Nature of
of the
the product
product

Stage
Stage in
in PLC
PLC

Target
Target market
market characteristics
characteristics

Type
Type of
of buying
buying decision
decision

Promotion
Promotion funds
funds

Push
Push or
or pull
pull strategy
strategy
 Product Life Cycle and the
Promotional Mix

Heavy use ofAdvertising, Ads decrease; AD/PR

Advertising; PR, brand sales decrease;
Light PR for loyalty; promotion; limited sales
Advertising;awareness; personal personal promotion;
pre- sales selling for selling; personal
introductionpromotion distribution reminder & selling for
publicity for trial persuasive distribution
Rule of Thumb Methods