Promotion in MarketingPromotion in Marketing

Use communication to influencethe awareness, feelings,

beliefs and behaviorof prospective customers

Use communication to influencethe awareness, feelings,

beliefs and behaviorof prospective customers

Goal of PromotionGoal of Promotion

Role of Promotion in MarketingRole of Promotion in Marketing

Inform

Persuade

Remind

Types of Promotion“The Promotional Mix”

Types of Promotion“The Promotional Mix”

Personal SellingAdvertisingPublic Relations and publicitySales promotion

Personal SellingPersonal Selling

“the direct presentation of a product to prospective customer by a representative of the organization selling it.”

AdvertisingAdvertising

“a non-personal communication paid for by a clearly identified sponsor promoting ideas, organizations, or products.”

Sales PromotionSales Promotion

“sponsor-funded, demand stimulating activity designed to supplement advertising and facilitate personal selling.”

Public RelationsPublic Relations

Communication efforts that are designed to favorably influence attitudes toward an organization , its products, and its policies.

PublicityPublicity

A special type of public relationsThis involves any communication about an organization, its products, or its policies through the media that is not paid for by the sponsoring organization.

Integrated Marketing Communication

Integrated Marketing Communication

A strategic business process

used to plan, develop, execute, and evaluate

Coordinated, measurable, persuasive communication with an organization’s public

Implementing IMCImplementing IMC

Coordinated to accomplish

objectives

Coordinated to accomplish

objectives

Advertising SalesPromotion

PersonalSelling

PublicRelations

DirectMarketing

IMC ElementsIMC Elements

Awareness of audience’s information sources

Understanding of audience’s knowledge and beliefs

Mix of promotional tools contributing to common goal

Promotional effort coordinated to communicatea consistent message tailored to needs

Barriers to IMCBarriers to IMC

Competing departmentsCommunication

Communication ProcessCommunication Process

Determining the Promotional MixDetermining the Promotional Mix

STRATEGIC DECISIONS

Funds Available

Product Life Cycle Stage

Nature of product

Promotion Objectives

Target Audience

Target Audience:Push and Pull Strategies

Target Audience:Push and Pull Strategies

Promotion Objectives: Hierarchy of Effects

Promotion Objectives: Hierarchy of Effects

Purchase

Conviction

Liking

Knowledge

Awareness

Product Life CycleProduct Life Cycle

The Promotion BudgetThe Promotion Budget

PercentageOf Sales

Taskor

Objective

FollowingCompetition

AllAvailable

Funds

Regulation of PromotionRegulation of Promotion

FederalTrade

CommissionAct

TrademarkLaw Revision

Act

Lanham Trademark

Act

Wheeler- LeaAmendment

Robinson-Patman

Act

TelephoneConsumerProtection

Act

FEDERAL

Regulation of PromotionRegulation of Promotion

STATE AND LOCALSTATE AND LOCAL

GreenRiver

Ordinance

NationalAdvertising

Division

Printers’ Ink

Statutes

Council ofBetter

BusinessBureaus

Children’sAdvertising

ReviewUnit

PRIVATE ORGANIZATIONSPRIVATE ORGANIZATIONS