INTEGRATED

MARKETING
COMMUNICATIONS
AND DIRECT
MARKETING

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

THE COMMUNICATION PROCESS

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

THE COMMUNICATION PROCESS

Communications
Source
Message
Channel of Communication
Receivers

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

THE COMMUNICATION PROCESS

Encoding and Decoding

Field of experience

Feedback
Response

Noise

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

THE PROMOTIONAL MIX

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

THE PROMOTIONAL ELEMENTS

Advertising
Personal Selling
Public Relations
Publicity

Sales Promotion
Direct Marketing
2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX

The Target Audience

The Product Life Cycle
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotional tools used over the product life

cycle of Purina Dog Chow

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX

Product Characteristics
Stages of the Buying Decision
Prepurchase Stage
Purchase Stage
Postpurchase Stage

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The importance of promotional elements varies during the

consumers purchase decision

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX

Channel Strategies
Push Strategy
Pull Strategy

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A comparison of push and pull promotional

strategies

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

INTEGRATED MARKETING
COMMUNICATIONSDEVELOPING
THE PROMOTIONAL MIX

Integrated Marketing Communications

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DEVELOPING THE
PROMOTION PROGRAM
Who is the target audience?
What are (1) the promotion objectives,
(2) the amounts of money that can be
budgeted for the promotion program,
and (3) the kinds of promotion to use?
Where should the promotion be run?
When should the promotion be run?
2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DEVELOPING THE
PROMOTION PROGRAM

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DEVELOPING THE
PROMOTION PROGRAM

Identifying the Target Audience

Specifying Promotion Objectives
Hierarchy of effects

Setting the Promotion Budget

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

U.S. promotion expenditures by companies in 2000

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DEVELOPING THE
PROMOTION PROGRAM

Setting the Promotion Budget

Percentage of Sales
Competitive Parity
All You Can Afford
Objective and Task

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The objective and task approach

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DEVELOPING THE
PROMOTION PROGRAM

Selecting the Right Promotional Tools

Designing the Promotion
Scheduling the Promotion

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

EXECUTING AND EVALUATING

THE PROMOTION PROGRAM

Ideally, pretest and posttest

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DIRECT MARKETING

The Growth of Direct Marketing

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Direct marketing expenditures, sales and

employment by medium

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DIRECT MARKETING

The Value of Direct Marketing

Direct orders
Lead generation
Traffic generation

Technological, Global, and Ethical

Issues in Direct Marketing

2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin