14

Integrated)Marketing)
Communication
©2012)Pearson)Education
 Promotion Mix

ADVERTISING DIRECT MARKETING

SALES PROMOTION PERSONAL SELLING

PUBLIC RELATIONS

©2012(Pearson(Education
 Advertising
Paid non3personal%
presentation and%
promotion%of%ideas,%
goods,%or%services%by%
an%identified%sponsor

©2012%Pearson%Education
 Sales Promotion
Short6term%incentives%used%
to%encourage%the%purchase%
of%a%product%or%service

©2012%Pearson%Education
 Public Relations
Building%good%relations%with%the%
company’s%publics%through%favorable%
publicity,%a%good%corporate%image,%
and%effective%handling%of%unfavorable%
news

©2012%Pearson%Education
 Personal
Selling
Personal%
presentation%by%the%
sales%force%used%to%
enhance%sales%and%
customer%
relationships

©2012%Pearson%Education
Direct%and%digital%
Marketing
Gain%an%immediate%
response%and%lasting%
relationship%with%
targeted%consumers

©2012%Pearson%Education
Communications landscape
Consumers%are%changing

Marketing%strategies%are%
changing

©2012%Pearson%Education
 Need%for IMC
ADVERTISING SELLING

Consistent,)clear,)
compelling)messages

PUBLIC)
SALES) RELATIONS
PROMOTION

©2012%Pearson%Education
DIRECT)
MARKETING
 Push strategy

©2012%Pearson%Education
 Pull strategy

©2012%Pearson%Education
 Promotion(mix strategies
PUSH PULL

PRODUCER PRODUCER

Promotion
Activity Promotion
Demand Activity

RETAILER/ RETAILER/
WHOLESALER WHOLESALER
Promotion
Activity
Demand

CONSUMER CONSUMER

©2012(Pearson(Education
13
5
 Promotion(mix strategies

Advertising
INTRODUCTION
Sales(Promotion
GROWTH
Selling
MATURITY
Public(Relations
DECLINE
Direct(Marketing

PRODUCT(LIFE(CYCLE PROMOTION(MIX

©2012(Pearson(Education
All#rights#reserved.#No#part#of#this#publication#may#be#reproduced,#stored#in#a#
retrieval#system,#or#transmitted,#in#any#form#or#by#any#means,#electronic,#
mechanical,#photocopying,#recording,#or#otherwise,#without#the#prior#written#
permission#of#the#publisher.#Printed#in#the#United#States#of#America.

Copyright*©*2012*Pearson*Education