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BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction to Integrated Marketing Communication

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Page 1: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

BASIC MARKETING

For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

Chapter 14Promotion – Introduction to Integrated Marketing Communication

Page 2: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

At the end of this presentation, you should be able to:

1. Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning.

2. Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods.

3. Understand the importance of promotion objectives.

4. Know how the communication process affects promotion planning.

5. Know how direct-response promotion is helping marketers develop more targeted promotion blends.

Page 3: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

At the end of this presentation, you should be able to:

6. Understand how customer-initiated interactive communication is different.

7. Know how typical promotion plans are blended to get an extra push from wholesalers and retailers and help from customers in pulling products through the channel.

8. Understand how promotion blends typically vary over the adoption curve and product life cycle.

9. Understand how to determine how much to spend on promotion efforts.

10. Understand important new terms.

Page 4: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Marketing Strategy Planning Process

Page 5: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Promotion and Marketing Strategy Planning (Exhibit 14-1)

CH 16: Advertising & Sales Promotion

Promotion methods

Managing promotion

Effective communication

Blending promotion

CH 15: Personal Selling and Customer Service

CH 14: Promotion Intro. to Integrated Marketing Communications

Page 6: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Several Promotion Methods Are Available

Mass SellingMass Selling

Personal SellingPersonal Selling

Sales PromotionSales Promotion

Different methods of promotion Advertising Publicity

Page 7: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

• Contests• Coupons• Aisle displays• Samples• Trade shows• Point-of-purchase

materials• Banners & streamers• Frequent buyer

programs• Sponsored events

• Contests• Coupons• Aisle displays• Samples• Trade shows• Point-of-purchase

materials• Banners & streamers• Frequent buyer

programs• Sponsored events

Sales Promotion Tries to Spark Immediate Interest (Exhibit 14-2)

• Price deals• Promotion allowances• Sales constests• Calendars & gifts• Trade shows• Meetings• Catalogs• Merchandising aids• Videos

• Price deals• Promotion allowances• Sales constests• Calendars & gifts• Trade shows• Meetings• Catalogs• Merchandising aids• Videos

Aimed at wholesalers or retailers

Aimed at wholesalers or retailers

• Contests & Bonuses• Meetings• Portfolios & Displays• Sales aids • Training materials

• Contests & Bonuses• Meetings• Portfolios & Displays• Sales aids • Training materials

Aimed at company’s own sales force

Aimed at company’s own sales force

Aimed at consumers or users

Aimed at consumers or users

Page 8: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Sales Promotion

Page 9: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Someone Must Plan, Integrate, and Manage the Promotion Blend

Sales Promotion Managers

Sales Promotion Managers

Advertising Managers

Advertising ManagersSales ManagersSales Managers

Marketing ManagersMarketing Managers

IntegratedMarketing

Communications

Page 10: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Which Method to Use Depends on Promotion Objectives

PersuadingPersuading

InformingInforming

RemindingReminding

Page 11: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Reminding May Be Enough

© 2011 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 12: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Promotion Objectives Relate to the Adoption Process and AIDA Mode (Exhibit 14-3)

Promotion Objectives

Adoption Process

AIDA Model

Informing

Awareness

Interest

Attention

Interest

Persuading

Evaluation

Trial Desire

Reminding

Decision

Confirmation Action

{}}

Page 13: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Interactive Exercise: AIDA

Page 14: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

The Traditional Communication Process (Exhibit 14-4)

NoiseNoise

SourceSource

ReceiverReceiver

EncodingEncoding

Message channel

Message channel

DecodingDecoding

FeedbackFeedback

Page 15: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Encoding & Decoding Depend on a Common Frame of Reference (Exhibit 14-5)

Page 16: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Checking Your Knowledge

Ron Popeil has been a pioneer in the use of direct-response television “infomercials.” Over the years his infomercials have promoted many products, including the Showtime Rotisserie Barbecue, a food dehydrating machine, and the world-famous “Veg-O-Matic.” The chief advantage of the infomercial is that it provides plenty of time to describe and demonstrate a product’s benefits in detail. The choice of the infomercial is related mainly to the _________ element of the communication process.

A. message channelB. encodingC. decodingD. feedback E. noise

Page 17: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Encoding and Decoding

© 2011 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 18: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Integrated Direct-Response Promotion Is Very Targeted

Target DirectlyWith a DatabaseTarget Directly

With a Database

More Than Direct Mail

More Than Direct Mail

Ethical ConcernsEthical Concerns

Page 19: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

A Model of Customer-Initiated Interactive Communication (Exhibit 14-6)

NoiseNoiseSource’s message

Source’s message

Message channel

Message channel

SearchSearch

Select a topic

Select a topic

Receiver (customer)

Receiver (customer)

Page 20: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

How Typical Promotion Plans Are Blended and Integrated (Exhibit 14-7)

Page 21: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Other Promotional Elements of Pushing

Page 22: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Pulling – Demand Pulls the Product through the Channel (Exhibit 14-7)

Page 23: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

An Example of

Pulling

Page 24: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Checking Your Knowledge

Fido, Inc. is a producer of dog food and is getting ready to introduce a new brand. The firm’s marketing research department learns that a competitor is planning to launch another brand about two weeks after Fido’s launch. Fido’s marketing department quickly mails a set of dated coupons to several thousand consumers in a purchased database of dog owners, encouraging them to ask for the new Fido brand in their favorite store and to stock up on the new brand using the coupons. This is an example of:

A. pulling.B. noise.C. pushing.D. encoding.E. decoding.

Page 25: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Adoption Processes Can Guide Promotion Planning (Exhibit 14-8)

Page 26: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Appeal for Innovators

Page 27: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Stimulating Adoption of an Image

© 2011 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 28: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Promotion Varies Over the Life Cycle

““This new This new idea is good”idea is good”

““Our brand is Our brand is best”best”

““Our brand is Our brand is better, really”better, really”

““Let’s tell Let’s tell those who those who

still want our still want our product”product”

Page 29: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Nature of Competition Requires Different Promotion

Page 30: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Setting the Promotion Budget

Percentage of SalesPercentage of Sales

Task MethodTask Method

Page 31: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Budget based on percent of past or expected sales most common approach

main advantage is ease

can lead to major problems, including cutbacks when more money is needed

Task method—budgets for what needs to be accomplished usually the sensible approach

requires that activities be evaluated against objectives

Same ideas apply in budgeting other types of marketing activities

Setting the Promotion Budget

Page 32: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Which of the following is the main type of "mass selling"?

A. Personal selling.B. Publicity.C. Sales promotion.D. Advertising.E. Both B and D.

Study Question 1

Page 33: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

A car company sent three automobile magazines some technical information and explanations about the features of its innovative new model. One of the magazines later printed a story about the car. This is an example of: 

A. personal selling.B. advertising.C. publicity.D. sales promotion.E. None of the above

Study Question 2

Page 34: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

Blending the firm's promotion efforts to convey a complete and consistent message is the goal of: 

A. Sales management communications.B. Sales promotion communications.C. Integrated promotional marketing.D. Integrated marketing communications.E. Integrated sales promotion. 

Study Question 3

Page 35: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

What basic promotion objective should be emphasized by a producer introducing a really new product which satisfies customer needs better than any existing product? 

A. PersuadingB. RemindingC. MaximizingD. InformingE. Communicating

Study Question 4

Page 36: BASIC MARKETING For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion – Introduction

What basic promotion objective should be sought by a producer whose Product is very similar to its many competitors' Products? A. PersuadingB. PromotingC. CommunicatingD. InformingE. Reminding

Study Question 5


Www.mhhe.com/fourps Final Consumers and Their Buying Behavior For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill

Www.mhhe.com/fourps Place and Development of Channel Systems For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill

4. Mc Carthy, E.J. y W. Perreault Jr. (1999). Marketing. Un enfoque global. 13a. McGraw-Hill. México. Pág. 56 y 57

For use only with Perreault/Cannon/ McCarthy texts, © 2010 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 4 Focusing Marketing Strategy with Segmentation

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2004

Mcgraw Hill

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill © 2000 The McGraw-Hill Companies 1 S M McGraw-Hill © 2000 The McGraw-Hill Companies

For use only with Perreault/Cannon/ McCarthy texts, © 2009 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 14 Promotion Introduction to Integrated

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill

Final Consumers and Their Buying Behavior For use only with Perreault and McCarthy texts. © 2003 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

McGraw-Hill Ryerson Copyright © 2006 by The McGraw-Hill

For use only with Perreault/Cannon/ McCarthy texts, © 2009 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 17 Pricing Objectives and Policies

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Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

Correlated to Macmillan/McGraw-Hill€¦ · Mondo Bookshop - Grade K correlated to Macmillan/McGraw-Hill Treasures. Mondo Bookshop Macmillan/McGraw-Hill Treasures. Mondo Macmillan/McGraw-Hill

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies,

15-1 Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: Creating and Delivering Value 5e, by Quester, McGuiggan, Perreault McCarthy By

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Www.mhhe.com/fourps CHAPTER FOURTEEN For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

Www.mhhe.com/fourps Product Management and New-Product Development For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill

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McGraw-Hill © 2005 The McGraw-Hill Companies, Inc. All rights reserved. 1 The Sociological Perspective McGraw-Hill © 2005 The McGraw-Hill Companies, Inc

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Www.mhhe.com/fourps CHAPTER NINETEEN For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

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CHAPTER NINE For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin