BUS106 Marketing

Principles
Marketing Mix: Promotion and
Integrated Marketing Communication
Lecture 9
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 This Topic’s Big Ideas
“Expenditure for digital advertising
worldwide is forecast to reach
333.25 billion US dollars
in 2019”
“Few goods and services can
survive in the market space without
effective promotion”
 Learning Objectives
1. Describe the communications process.
2. Discuss the concept of integrated
marketing communications.
3. Explain Push VS Pull Strategies.
4. Discuss the elements of the promotional
mix and the factors that affect it.
The communications
process
 Marketing Communications
The process by which we exchange or share
meanings through a common set of symbols:
Push VS Pull strategy

7
 Integrated marketing
communication
The method of carefully
coordinating all promotional
activities to produce a
consistent, unified message that
is customer-focused
 The elements of the promotional
mix and the factors affecting it
A combination of promotion tools used to reach
the target market and fulfil the organisation’s
overall goals
The promotional mix includes:
1. Personal Selling
2. Direct Marketing (direct-response marketing)
3. Advertising
4. Sales Promotion
5. Public Relations (PR)
6. Digital and Social Media Marketing
 1. Personal Selling
• Provides a detailed Kenny Brooks Salesman
explanation
or demonstration of
product
• Message can be varied to
fit the needs of each
prospective customer
• Can be directed to
specific qualified
prospects
• Costs can be controlled Play Me:
by adjusting sales force
size https://www.youtube.com/w
atch?v=LAo-DmzdvK0
 Advantages of
personal selling
• Detailed explanation or demonstration of the
product
• Message can be varied according to
motivations of each customer
• Can be directed only to qualified prospects
• Costs can be controlled by adjusting the size
of the sales force in one-person increments
• Is considerably more effective than other
forms of promotion in obtaining a sale and a
satisfied customer
 2. Direct marketing
Companies reaching out to
consumers directly, eliminating
middlemen and paid media.

E.g. Woolworths’ smartphone app

allows customers to scan grocery
items in their own pantry, save
shopping lists and nominate their
favourite store. It also organises the
shopping list by aisle and layout
and saves favourites so the user
never runs out again.

This is different from direct selling

(e.g. Tupperware) and direct
response marketing.
 3. Advertising

Old Spice uses irreverence and humour to

appeal to consumers. Such personality has
won the company a huge fan base.

Play Me:
https://www.youtube.com/watch?v=owGyk
VbfgUE
 Advertising: the consumer,
brand loyalty and product attributes
Creating an advertising campaign:
The three main types
of advertising
 Product Advertising
• Designed to promote the benefits of a
specific good or service
 Advertising Campaign
Advertising campaign: Steps in creating an
• A series of related advertising campaign
advertisements focusing on
a common theme, slogan
and set of advertising
appeals
Advertising objective:
• Specific communication
task a campaign should
accomplish for a specified
target audience during a
specified period
Medium:
• Channel used to convey a
message to a target market
 Advertising campaign decision
process: make creative decisions
Buzz marketing:
Word-of-mouth marketing through
the internet using social media and
other discussion forums
Advertising appeal:
Reason for a person to buy a
product
Unique selling proposition:
Desirable, exclusive and believable
advertising appeal selected as the
theme for a campaign
Media Types
 Cooperative advertising
and infomercial
Cooperative Infomercials:
Advertising: Thirty-minute or longer
An arrangement in advertisement that
which the manufacturer looks like a TV talk
and the retailer split the show than a sales pitch
costs of advertising the
manufacturers brand
Watch Me:
https://www.youtube.com/watch?v
=QwRISkyV_B8
 The main factors influencing
media mix decisions
Cost per contact of the target market
Reach: Number of target consumers
exposed to a given message
Frequency: Number of times an individual
is exposed to a given message
Audience selectivity: Ability of an
advertising medium to reach a precisely
defined market
4. Sales Promotion
Types of consumers and
sales promotion goals
 Tools for Consumer Sales
Promotion
• Coupon • Sampling
• Rebate • Point of Purchase
• Premium Display
• Loyalty marketing
programs
• Frequent flyer End of Financial Year
program Sale
• Contest Watch Me:
https://www.youtube.com/watch?v
• Sweepstake =ZY47zA0jurA
 5. PR and its Roles
• Evaluates public attitudes
• Identifies issues of public concern
• Executes programs to gain public
acceptance

Can you guess the company behind this powerful message

before it is revealed?
Watch Me:
https://www.youtube.com/watch?v=FLeFfJ1XuEk
 Functions of
Public Relations
• Press relations
• Product publicity
• Corporate
communication
• Public affairs
• Lobbying
• Employee and
investor relations
• Crisis management
 Public Relation Tools
• New-product publicity
• Product placement
• Consumer education
• Event sponsorship
• Issue sponsorship
• Internet websites
 6. Social and
Digital Marketing
• A sub-branch of traditional marketing that
uses modern digital channels for the
placement of products and for
communicating with key stakeholders
• Digital marketers also need the ability to
future-gaze or use foresight technologies
and tools.
• Traditional marketing still has a role to play
in an integrated communications strategy.
Digital media types
 Viral marketing
A marketing method ALS Ice Bucket
that relies on people to Challenge
personally pass on a
marketing message or Watch Me:
information, either by https://www.youtube.com/watch?v
word-of-mouth or =XS6ysDFTbLU
through other
interpersonal
communications
Digital marketing
tools and media
Applications and widgets
Blogs
Product life cycle and the
promotional mix
 Next Week

Marketing Segmentation, Targeting and

Positioning.