Chapter 14

On Promoting Products: Communication and Promotion Policy and Advertising

“I don’t know who you are. I don’t know your company. I don’t know your company’s
product. I don’t know what your company stands for. I don’t know your company’s
customers. I don’t know your company’s record. I don’t know your company’s
reputation. Now—what was it you wanted to sell me?” – McGraw-Hill Publications

Outline:
I. The Communication Process
a. Identifying the Target Audience
b. Determining the Communication Objective
c. Designing the Message
d. Selecting Communication Channels
e. Selecting the Message Source
f. Measuring the Communications’ Results
II. Establishing the Total Marketing Communications Budget
a. Affordable Method
b. Percentage Sales Method
c. Competitive Parity Method
d. Objective and Task Method
III. Managing and Coordinating Integrated Marketing Communications
a. Nature of Each Promotion Tool
b. Factors in Setting the Promotion Mix
IV. Manage the Integrated Marketing Communication Process
V. Advertising
VI. Major Decisions in Advertising
a. Setting the Objectives
b. Setting the Advertising Budget
c. Message Decisions
d. Media Decisions
e. Campaign Evaluation