Chapter

Sixteen
Promoting Products Using
Interactive and Integrated
Marketing Communications 16-1
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 Change &
Promotion Mix
 Definition- Promotion
 Promotion Mix
 Integrated Marketing
Communication (IMC)
 Change
 Technology
 Build Relationships
 Interactivity
16-2
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 Factors That Affect
The Promotion Mix
 Type of Product
 Stage in the Product
Life Cycle
 Target Market
Characteristics
 Actions of
Competitors
 Available Funds

16-3
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 Components of
Integrated Marketing
 Advertising  Issues
 Corporate Management
Communication  Marketing
 Crisis  Multimedia
Communication  Public Relations
 E-Commerce  Sales Promotion
 Event Marketing  Strategic Planning
 Internal  Web Design
Communication

16-4
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 Objectives of
Integrated Marketing
 Build Brand Equity
 Provide Information
 Manage Demand &
Build Sales
 Differentiate Products
 Influence Perceptions,
Attitudes, & Buyer
Behavior

16-5
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 Total Direct
Advertising Expenditures
$250.0
$213.3
In billions
$200.0
$164.1
$142.1 $153.0
$150.0
$104.3
$100.0

$50.0

$0.0
1992 1996 1997 1998 2002*

Source: The Direct Marketing Association *Projected

16-6
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Figure 16.3 Advertising Expenditure by Media

16-7
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 Advertising Today
 Persuasive Communication

 Infomercials

 Internet

 Global Advertising

16-8
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 Century’s
Top Ad Jingles
 “You deserve a  “I wish I were an
break today” Oscar Mayer wiener”
 “Be all you can be”
 “Double your pleasure,
double your fun”
 “Pepsi-Cola hits  “Winston tastes good
the spot” like a cigarette
 “Mm Mm good!” should”
 “See the USA in  “It’s the real thing”
your Chevrolet”  “A little dab’ll do ya”

Source: Advertising Age 16-9

McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
 Favorite Budweiser
Advertising Slogans

When you know

Food’s your beer… it’s Proud to
Favorite bound to be Bud be your
Companion Bud
America’s When you say
King of It lives with Budweiser,
Social
good taste you’ve said it
Bottled Beers Companion everywhere all

1899 1937 1943 1947 1953 1971 1993

16-10
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 Steps in Personal Selling
Prospect/Qualify Presentation
Presentation
Prospect/Qualify

Objections
Objections
Preapproach
Preapproach
Close
Close

Approach
Approach
Follow-up
Follow-up

16-11
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 Public Relations
Steps Publicity
 Listen  Free
 More Effective
 Change/Develop Than Ad
 Believable
 Inform  No Control
 No Repetition

16-12
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 Sales Promotion
 Internal & External
 Sampling
 Word-Of-Mouth
 Viral Marketing/Swag
 Technology
 Testimonials

16-13
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 Tips on
Issuing Coupons

 Coupons can be used  Get professional

as a “Thank you for help to get
buying” or a “Stop and
try us.” maximum
 The value must be
exposure.
enough to attract  Color-code your
customers. coupons for
 Use coupon different groups
promotions sparingly. that use them.

16-14
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 Promotional Strategies
Push Strategy

Promotion

Distribution Customer

Retail Store Promotion

Pull Strategy
16-15
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 Building IMC
Gather Data &
Maintain Database

Respond Quickly To
IMC
Adjust Policies &
Procedures
Provide Accessible
Information
16-16
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