Promotional Mix

Marketing Communications

…the means by which firms attempt to inform,

persuade, and remind consumers—directly or
indirectly—about the brands they sell.

‘Say what the brand stands for’

 Integrated Marketing Communications

» The “voice” of the brand

» A means by which it can establish a dialogue and build relationships with

consumers

» Can contribute to brand equity by establishing the brand in memory and

linking strong, favorable, and unique associations to it

• The coordination of all seller initiated efforts to set up channels of information

and persuasion to sell goods and services or to promote an idea.

• Could be implicit or explicit

How to Develop Effective IMC

Identify Determine
Target Audience Objectives

Establish Select Design

Budget Channels Message

Measure Manage
Decide
Results IMC
on Media Mix
Promotional Mix
 IMC Audience Communication Option Overlap

Communication Communication
Option A Option B

n c e
die
Au

Communication Option C
e: Circles represent the market segments reached by various communication options.
Shaded portions represent areas of overlap in communication options.
 Advertising
Any paid form of non personal
communication about an organization,
product, service or idea from an identified
sponsor.
 Direct Marketing
Organizations communicate directly with
target customers to generate a response
and/or a transaction
 Interactive/ Internet Marketing
• Allow for a back-and-forth flow of information
• Users can participate in and modify the form and
content of the information they receive in real
time. Unlike traditional forms of marketing
• The new media allow users to perform a variety
of functions such as receive and alter information
and images, make inquiries, respond to
questions, and, of course, make purchases
 Sales Promotion
• Activities that provide extra value or
incentives to the sales force, the distributors,
or the ultimate consumer and can stimulate
immediate sales.
• Generally broken into two major categories:
consumer-oriented and trade-oriented
activities.
 Publicity
• Non personal communications regarding an
organization, product, service, or idea not directly
paid for or run under identified sponsorship.
• Usually comes in the form of a news story, editorial,
or announcement about an organization and/or its
products and services.
• Like advertising, publicity involves non personal
communication to a mass audience, but unlike
advertising, publicity is not directly paid for by the
company.
 Public Relations
• The management function which evaluates public
attitudes, identifies the policies and procedures of an
individual or organization with the public interest,
and executes a program of action to earn public
understanding and acceptance

• Its purpose is to establish and maintain a positive

image of the company among its various publics
 Personal Selling
• A form of person-to-person communication in which
a seller attempts to assist and/or persuade
prospective buyers to purchase the company’s
product or service or to act on an idea.