Scribd Logo
Upload

Welcome to Scribd!

  • Effectiveness of Media

    Uploaded by

    Shreya Ramaswamy
    2 views5 pages
    The document discusses various marketing communication tools and their effectiveness at different stages of the product lifecycle. It also examines factors that influence the integrated marketing communications mix such as the product, target market, and type of buying decision. Additionally, it outlines push and pull strategies, noting that push strategies involve promoting up the supply chain while pull strategies promote directly to consumers to drive demand down the chain.

    Original Description:

    effectiveness of media

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document discusses various marketing communication tools and their effectiveness at different stages of the product lifecycle. It also examines factors that influence the integrated marketing communications mix such as the product, target market, and type of buying decision. Additionally, it outlines push and pull strategies, noting that push strategies involve promoting up the supply chain while pull strategies promote directly to consumers to drive demand down the chain.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    2 views5 pages

    Effectiveness of Media

    Uploaded by

    Shreya Ramaswamy
    The document discusses various marketing communication tools and their effectiveness at different stages of the product lifecycle. It also examines factors that influence the integrated marketing communications mix such as the product, target market, and type of buying decision. Additionally, it outlines push and pull strategies, noting that push strategies involve promoting up the supply chain while pull strategies promote directly to consumers to drive demand down the chain.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    AIDA and IMC

    Tools Advertising Awareness Very effective Interest Very effective Desire Somewhat effective Very effective Action Not effective

    PR

    Very effective

    Very effective

    Not effective

    Sales Promotion

    Somewhat effective
    Somewhat effective

    Somewhat effective
    Very effective

    Very effective

    Very effective

    Personal Selling

    Very effective

    Somewhat effective

    Social Media

    Very effective

    Very effective

    Very effective

    Very effective

    Factors Affecting IMC mix


    Nature of Product Stage in PLC Target Market Factors

    Factors Affecting Choice of Promotional Mix

    Type of Buying Decision Promotion Funds Push or Pull Strategy

    PLC & IMC


    Maturity
    Sales ($)

    Introduction
    Time

    Growth

    Decline

    Pre launch: Light Advertising, pre-introduction Publicity Introduction: Heavy use of advertising, PR for awareness; Sales promotion for trial Growth : Advertising, PR, Brand Loyalty program, Personal Selling for distribution Maturity: Ads decrease. Sales Promotion, Personal Selling Reminder & Persuasive Decline: AD/PR, decrease, Limited Sales Promotion, Personal Selling for distribution

    Type of Buying Decision


    Routine
    Advertising Sales Promotion Advertising

    Type of Buying Decision affects Promotional Mix Choice

    Not Routine

    Public Relations

    Complex

    Personal Selling

    Push and Pull Strategies


    PUSH STRATEGY
    Manufacturer promotes to wholesaler Wholesaler promotes to retailer Retailer promotes to consumer Consumer buys from retailer

    Orders to manufacturer

    PULL STRATEGY
    Manufacturer promotes to consumer
    Consumer demands product from retailer Retailer demands product from wholesaler Wholesaler demands product from manufacturer

    Orders to manufacturer

    You might also like