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CHAPTER
15
EFFECTIVE PROMOTION
MEANS EFFECTIVE COMMUNICATION
15-1 Promotion as a Form of
Communication
15-2 Types of Promotion
15-3 Mixing the Promotional Plan
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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©CREATED BY JWT ATLANTA
FOR THE UNITED STATES MARINE CORPS.
Focus Questions:
 What kind of person
comes to mind when you
think of the Marine Corps?
 How does this ad compare
with your preconceptions?
 Sometimes a company
must overcome wellestablished perceptions to
persuade people to try its
product. What barriers do
you think the Marines are
challenging with this ad?
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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15-1
PROMOTION AS
A FORM OF COMMUNICATION
GOALS
 Explain the function of promotion as part of
the marketing mix.
 Describe the communication process and
identify its eight elements.
 Explain the three roles of promotion in
marketing.
 Define the two types of communication that
are important to marketers.
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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Promotion as Part of the
Marketing Mix
Promotion
 Inform
 Persuade
 Remind
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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Promotion Is a Form of
Communication
 Sender
 Message
 Encoding by the sender
 Message channel
 Receiver
 Decoding by the receiver
 Noise
 Feedback
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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The Communication Process
Chapter 15
MARKETING
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Types of Communication
 Interpersonal communication
 Two-way communication
 Involves two or more people in some kind of
person-to-person exchange
 Mass communication
 One-way communication
 Involves communicating to huge audiences,
usually through mass media
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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15-2
TYPES OF PROMOTION
GOALS
 Explain the advantages and disadvantages of
advertising as a type of promotion.
 Describe the ways that public relations can be used
to generate publicity.
 Identify the benefits and drawbacks of using personal
selling to promote a product or service.
 Explain the advantages and disadvantages of using
short-term incentives as sales promotions.
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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Advertising
Advantages of advertising
Disadvantages of advertising
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MARKETING
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Examples of
Mass Media Advertising
Ambient
Direct mail
Internet
Outdoor
Print
Radio
Television
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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Public Relations
Advantages of public relations
Disadvantages of public relations
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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Personal Selling
Advantages of personal selling
Disadvantages of personal selling
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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Sales Promotion
Advantages of sales promotion
Disadvantages of sales promotion
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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15-3
MIXING THE
PROMOTIONAL PLAN
GOALS
Explain the five major factors that affect
the promotional mix.
Describe the seven steps in the
promotional planning process.
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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Elements of the Promotional Mix
Advertising
Personal selling
Public relations
Sales promotion
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MARKETING
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The Promotional Mix
Promotional objective
Target market
Marketing mix
Company philosophy
Resources
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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Promotional Planning
The promotional plan is a carefully
arranged sequence of promotions
designed around a common theme
responsive to specific objectives.
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning
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The Steps in Promotional Planning
 Evaluate the results
 Implement the promotional plan
 Develop the promotional mix
 Set the promotional budget
 Identify promotional objectives
 Select the target market
 Research and analyze the market
Chapter 15
MARKETING
© 2009 South-Western, Cengage Learning