Chapter 4- Promotion Strategy and IMC

 Promotion:

The coordination of marketing

communication efforts to
influence attitudes or behavior

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Figure 2- Communication Model

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Marketer Control over the
Elements in the Promotion Mix
– The extent of the marketer’s control over
different communication elements

– Control varies inversely with credibility!

– Represents a trade-off for marketers

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The Promotion Mix

 Advertising
 Sales promotion
 Personal selling
 Public relations
 Direct Marketing

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 Advertising:

– Provides marketers with total control

– Rich and dynamic advertising images can
help to build brand image
– May provide information to consumers
– Lacks credibility
– Lacks Direct interaction
– Can be expensive

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 Sales promotion:
coupons, and other incentives designed to
build interest product purchase during a
specified period
 Public relations:
Communication activities that create or
maintain a positive image (“goodwill”*) of a
firm and its products

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 Personal selling:
Direct interaction between a company
representative and a customer
 Direct marketing:
Efforts to gain a direct response from an
individual consumer

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Integrated Marketing Communication (IMC)

 With IMC, marketers plan and execute

communication programs that create
and maintain long-term relationships
with customers by satisfying needs

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Figure 12.4- Steps to Develop an IMC Plan

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 Step 1: Identify target audiences
 Step 2: Establish the communication
objectives
– Create awareness
– knowledge
– Create desire
– purchase
– Build loyalty

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Figure 12.5- The communication
objectives

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 Step 3: Determine and allocate the
marketing communication budget
– Determine the total promotion budget
– Decide on a push or pull strategy
• Push strategy: firm moves products through the
channel by channel members to offer them
• Pull strategy: firm moves products through the
channel by building desire among consumers,
retailers to respond to demand
 Step 4: Design the promotion mix
– Communication channel

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  Step 5: Evaluate the effectiveness of the
communication program

 For sales promotion

– Measure sales response
 For advertising
– Measure brand awareness, recall, and image
before and after advertising
 For personal selling
– Analyze and compare sales performances
and sales force
 For publicity:
– Clip articles appearing in media

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