Lecture 7 section 3

Integrated Marketing
Communications (Promotion)
BMM601 Marketing Management
Module Leader: Wendy Tabrizi
w.tabrizi@aston.ac.uk
Section 3 Learning Outcomes

By the end of this section you will be able to:

• Explain how sales promotion is used and describe the various types of
consumer and B2B sales promotions activities
• Outline the roles of direct marketing and personal selling in one-to-one
communication
• Explain the role of public relations (PR) and the steps involved in
developing a PR campaign
• Describe how social media is used by marketers for many-to-many
communications
Sales promotion

• Sales promotions are programmes designed to build

interest in or encourage purchase of a good or service
during a specified period.
• How does sales promotion compare to advertising?
– Both are paid promotional activities with identifiable sponsors.
– Differ in that sales promotions typically have a more immediate
short-term objective.
Trade Sales Promotions
Sales Promotion Designed to Increase Industry Visibility

• Other types of trade sales promotions increase the visibility

of a manufacturer’s products to industry channel partners .
 Trade shows
 Promotional products
 Point-of-purchase displays
 Incentive programs
Types of Consumer Sales Promotion
Social media marketing

• Marketers no longer are the only ones who talk about their
products.
– Millions of consumers have the ability and desire to spread
good (or bad) news about products.
– The many-to-many communication model is based on
consumers talking to one another about goods, services and
organisations.
– The changing communication landscape has been referred to
as the groundswell.
Social Networks

• Social networks, like Facebook and Twitter, are sites that

connect people with other people.
 Marketers monitor social networks to learn what consumers are thinking
about the brand and the competition..
 Marketers reach influential opinion leaders by participating in social media
conversations.
 Social networks provide an opportunity to create a brand community.
Product Review Sites

• Product review sites: Social media sites that enable

people to post stories about their experiences with goods
and services.
– Popular review sites include TripAdvisor, Yelp, and
Angie’s List
Mobile Apps and Location-Based Social Networks

• Location-based social networks integrate sophisticated GPS technology that

enables users to alert friends of their exact whereabouts via their mobile phone.
• Augmented reality (AR) views a physical real world enhanced or altered by
computer-generated sounds, videos, graphics or GPS data.
• The AR app game “Pokemon Go” became a short-lived sensation in 2016 and
allowed marketers to pay for “pokestops” and “gyms” plotted on a customized
version of Google Maps.
Direct Marketing

• Any direct communication to a consumer or business

designed to generate a response in the form of an order, a
request for further information or a visit to a place of
business for purchase of a product.
• Includes mail order, telemarketing, direct response
advertising and M-commerce
Key Forms of Direct Marketing

• Direct marketing: direct communication to a customer designed to

generate a response
Personal Selling: Adding the Personal Touch to the Promotion Mix

• Personal selling occurs when a company rep interacts directly with a

customer or prospective customer to communicate about a good or
service.
• Far more intimate form of promotion compared to mass-media material
• Salespeople are the eyes and ears of firm.
• There are many opportunities in sales for marketing students!
Factors that Influence a Firm’s Emphasis on Personal Selling
Role of Personal Selling

• One-to-one marketing communications is essential for certain product

types and business markets.

• Personal selling is needed when a firm engages in a push strategy.

• Technology has enabled salespeople to telecommute and work from a
distant physical office.
Public Relations

• Public relations (PR) is the communication function that

seeks to build good relationships with an organisation’s
publics including consumers, stockholders and legislators.
• PR is crucial in establishing and maintaining a firm’s good reputation and
favourable image
• Useful in a crisis, with planned activities to defuse tension and ensure the
right messages are transmitted to reduce damage.
Why PR?

PR strategies can be used to:

– Build awareness of new products in B2B settings
– Introduce new products to consumers
– Influence government legislation
– Enhance the image of an organisation
– Change attitudes towards a city, region or country
– Help manage unexpected crises
Guerrilla Marketing

• Guerrilla marketing involves “ambushing” consumers with

promotional content in places they don’t expect to
encounter such messages.
• Ambient advertising
• Staging flash mobs
• IBM painted hundreds of “Peace Love Linux” logos on
sidewalks in San Francisco.
• BK Affordables “Wallet Drop” campaign in Singapore
Buzz Marketing

• Buzz: word-of-mouth communication that customers view

as authentic.
• Buzz marketing: marketing activities designed to create
conversation, excitement and enthusiasm about a brand.
• Makes PR a more important part of the promotion mix.
Viral Marketing

• Viral marketing refers to activities aimed at increasing

brand awareness or sales via many-to-many
communication.
– Apple implements viral marketing when it inserts the
message “Sent from my iPad/iPhone” in a text.
Brand Ambassadors and Evangelists

• Zealous consumers can be the best salespeople a

company can ever find.
• Marketers recruit loyal customers to help them spread the
word about their products, usually for free.
• Companies sometimes identify these consumers when they
blog about the product.
Recap of section 3

At the end of this section you are able to:

• Explain how sales promotion is used and describe the various types of consumer and B2B sales
promotions activities
• Outline the roles of direct marketing and personal selling in one-to-one communication
• Explain the role of public relations (PR) and the steps involved in developing a PR campaign
• Describe how social media is used by marketers for many-to-many communications