2006 McGraw-Hill Companies, Inc.

, McGraw-Hill/Irwin Slide 18-6

THE COMMUNICATION PROCESS
Promotional Mix
Integrated Marketing Communications
(IMC)
Communication
Source
Message
Channel of Communication
Receivers
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-7
FIGURE 18-1 The communication process
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-8
THE COMMUNICATION PROCESS
Encoding and Decoding
Encoding
Decoding
Field of Experience
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-10
THE COMMUNICATION PROCESS
Feedback
Response
Feedback
Noise
Pretesting
Feedback Loop
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-15
FIGURE 18-2 The promotional mix
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-16
THE PROMOTIONAL ELEMENTS
Advertising
Paid Aspect
Nonpersonal Component
Wasted Coverage
Personal Selling
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-18
THE PROMOTIONAL ELEMENTS
Public Relations
Public Relations
Publicity
Sales Promotion
Direct Marketing
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-23
FIGURE 18-A Factors that influence the use
of promotional tools
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-24
INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX
The Target Audience
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-27
INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX
The Product Life Cycle
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-28
FIGURE 18-3 Promotional tools used over
the product life cycle of Purina Dog Chow
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-30
INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX
Product Characteristics
Complexity
Risk
Ancillary Services
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-32
INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX
Stages of the Buying Process
Prepurchase Stage
Purchase Stage
Postpurchase Stage
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-33
FIGURE 18-4 How the importance of
promotional elements varies during the
stages of consumers purchase decision
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-34
INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX
Channel Strategies
Push Strategy
Pull Strategy
Direct-to-Consumer
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-35
FIGURE 18-5 A comparison of push and pull
promotional strategies
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-41
DEVELOPING AN IMC PROGRAM
Identifying the Target Audience
Hierarchy of Effects
Awareness
Interest
Specifying Promotion Objectives
Evaluation
Trial
Adoption
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-42
FIGURE 18-6 The promotion decision
process
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-45
DEVELOPING AN IMC PROGRAM
Setting the Promotion Budget
Percentage of Sales Budgeting
Competitive Parity Budgeting (Matching
Competitors or Share of Market)
All-You-Can-Afford Budgeting
Objective and Task Budgeting
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-46
FIGURE 18-7 U.S. promotion expenditures
by companies in 2003
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-47
FIGURE 18-8 The objective and task
approach
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-48
DEVELOPING AN IMC PROGRAM
Selecting the Right Promotional Tools
Designing the Promotion
Scheduling the Promotion
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-55
DIRECT MARKETING
The Growth of Direct Marketing
Direct Orders
The Value of Direct Marketing
Lead Generation
Traffic Generation
Technological, Global, and
Ethical Issues in Direct Marketing
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-56
FIGURE 18-9 Direct marketing expenditures,
sales, and employment by medium
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ETHICS AND SOCIAL
RESPONSIBILITY ALERT
How Do You Like Your E-Mail? Opt-
out or Opt-in Are Your Choices
Slide 18-58