CHAPTER 4

(PROMOTION
STRATEGY AND IMC)
MARKETING
MANAGEMENT 1
(SECTION.7)
INSTRUCTOR. SOMAYA RAGHEB
PROMOTION:
Promotion :- The coordination of marketing
communication efforts to influence attitudes or
behavior.
PROMOTION:-
(PROMOTION STRATEGY AND
INTEGRATED MARKETING
COMMUNICATION(IMC) PROCESSES
(STAGES):-
WHAT IS A VALUE PROPOSITION?
A value proposition refers to the value a company
promises to deliver to customers should they
choose to buy their product. A value proposition is
part of a company's overall marketing strategy.
COMMUNICATION MODEL:-
MARKETER CONTROL OVER THE
ELEMENTS IN THE PROMOTION MIX
 Elements of promotional mix are also called as tools,
means, or components. Basically, there are five elements
involved in promotional mix.
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
PROMOTION MIX:-
 1- 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
 2- SALES PROMOTION:
coupons, and other incentives designed to
build interest product purchase during a
specified period.
 3-PUBLIC RELATIONS:
Communication activities that create or
maintain a positive image “goodwill” of a
firm and its products.
4-PERSONAL SELLING:
Direct interaction between a company
representative and a customer.
 5-DIRECT MARKETING:
Efforts to gain a direct response from an
individual consumer.
INTEGRATED MARKETING
COMMUNICATION (IMC):-

With IMC, marketers plan and execute

communication programs that create and
maintain long-term relationships with
customers by satisfying needs.
STEPS TO DEVELOP AN IMC PLAN:-
Step 1: Identify target audiences
Step 2: Establish the communication objectives
–Create awareness
–knowledge
–Create desire
–purchase
–Build loyalty
THE COMMUNICATION OBJECTIVES:-
 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
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