Integrated Marketing Communications
and Promotion
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MKTG 370
PROMOTION
Elements of
promotion
Advertising
strategies
Other methods of
promotion
Lars Perner, Instructor 1
Elements of the Promotion Mix
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Advertising
Sales Promotion
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MKTG 370
Sales
Coupons
Rebates
Premiums
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PROMOTION
Personal selling
Public relations
Direct marketing
Lars Perner, Instructor 2
Promotion by Decision Stage
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Prepurchase
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Purchase
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Sales promotion
Point-of-purchase (POP) displays
Post-purchase
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MKTG 370
Influence decision, preference
Samples to induce trial
Increase repurchase propensity
PROMOTION
Lars Perner, Instructor 3
Channel strategies
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“Push”
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MKTG 370
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Make product readily
available to buyers
“Hard” sell to
 Distributors
 Consumers
Heavy sales
promotions
PROMOTION
“Pull”
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Create demand for
products
 “When you care to
send the very best”
 “Snapple—made
from the best stuff
on earth”
Lars Perner, Instructor 4
Developing the Advertising Program
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Identifying the target audience
Specifying advertising objectives
Setting the advertising budget
Designing the advertisement(s)
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MKTG 370
Informational/persuasive
Fear appeals
Sex appeals
Humor appeal
PROMOTION
Lars Perner, Instructor 5
Some Media Alternatives
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Television
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MKTG 370
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Conventional
advertisements
Infomercials
Sponsorship
programming
“Placements”
 In programming
 “Superimposed”
Radio
PROMOTION
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Magazines
Newspapers
Outdoor
Internet
Point-of-purchase
Other
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Movie theaters
On other products
Lars Perner, Instructor 6
Executing The Advertising Program
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Pre-testing
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Possible redesign
Carrying out advertisement
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MKTG 370
Portfolio test
Jury tests
Need to test a very large
number of tests
Full service agencies
Limited service agencies
In-house
PROMOTION
Lars Perner, Instructor 7
Advertising Intensity and Return -A Typical Relationship
Response (e.g., sales, recall)
The “S”-Shaped Curve
1
0.8
Saturation
Point
0.6
0.4
Too little to do
much good
0.2
0
MKTG 370
0
5
10
15
Amount of Advertising Spending
PROMOTION
20
25
Lars Perner, Instructor 8
Measuring Advertising Effect
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Several possible
criteria:
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Increase in sales (but
it may be impossible to
separate effects of
different simultaneous ads)
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MKTG 370
PROMOTION
Lab studies:
 Recall
 Attitude toward
product
 Preference
Lars Perner, Instructor 9
Public Relations and Publicity
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Advantages of media
coverage over
advertising:
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Issues
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MKTG 370
cost
credibility
attention
PROMOTION
“Two-way street”--must
provide something of
interest to media
Lars Perner, Instructor 10
Making a News Release--Issues
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Properties of a good news
release
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MKTG 370
timing--for event and
journalist’s schedule
brevity--if you can’t say it in
two pages, how do you expect
the journalist to?
Interest to readers
content
 quotes
 facts
PROMOTION
Lars Perner, Instructor 11
Personal selling
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MKTG 370
PROMOTION
Traditional vs.
consultative selling
Commission vs.
salary
Lars Perner, Instructor 12