An Introduction to

Integrated Marketing
Communications

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Sales Promotion Tools

Coupons
Samples Trade
Allowances
Premiums
POP Displays
Contests/Sweepstakes
Training
Refunds/Rebates Programs
Bonus Packs Trade
Shows
Loyalty Programs
Coop
Events Advertising
• Trade-oriented
• Consumer-
• [For resellers]
oriented
• [For end-users]
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Various Uses of Sales Promotion

Introduce Get
Get Existing
Existing
Introduce New
New Customers
Customers toto
Products
Products Buy More
Buy More

Combat
Combat Attract
Attract New
New
Competition
Competition Customers
Customers
Sales
Sales
Promotion
Promotion
Enhance
Enhance Maintain
Maintain Sales
Sales In
In
Personal
Personal Selling
Selling Off
Off Season
Season

Tie
Tie In
In Increase
Increase Retail
Retail
Advertising
Advertising & &
Personal Inventories
Inventories
Personal Selling
Selling
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Versus Publicity

Factor
Factor Advertising
Advertising Publicity
Publicity
Control
Control Great
Great Little
Little
Credibility
Credibility Lower
Lower Higher
Higher
Reach
Reach Measurable
Measurable Undetermined
Undetermined
Frequency
Frequency Schedulable
Schedulable Uncontrollable
Uncontrollable
Cost
Cost High/Specific
High/Specific Low/Unspecified
Low/Unspecified

Flexibility
Flexibility High
High Low
Low
Timing
Timing Specifiable
Specifiable Tentative
Tentative
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Publicity Vehicles

Feature
Feature
Articles
Articles

News
News Interviews
Interviews
Interviews
Releases
Releases Publicity
Publicity
Vehicles
Vehicles

Press
Press Special
Special
Conferences
Conferences Events
Events
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Integrated Marketing Communications Planning Model

Review of Marketing Plan

Promotional Program Situation Analysis
Analysis of the Communications Process

Budget Determination

Develop Integrated Marketing Communications Programs

Sales PR/ Personal Direct Internet/

Advertising
Promotion Publicity Selling Marketing Interactive

Advertising Sales PR/ Personal Direct Internet/

Promotion Publicity Selling Marketing Interactive
Objectives Objectives Objectives Objectives Objectives Objectives

Message Sales PR/ Personal Direct Internet/

Promotion Publicity Selling Marketing Interactive
Strategy Strategy Strategy Strategy Strategy Strategy

Integration & Implementation of Marketing Communications Strategies

Monitor, Evaluate & Control Promotional Program
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 The Marketing Plan

1.
1. A
A detailed
detailed situation
situation analysis
analysis

2.
2. Specific
Specific marketing
marketing objectives
objectives

3.
3. A
A marketing
marketing strategy
strategy and
and program
program

4.
4. A
A program
program for
for implementing
implementing the
the strategy
strategy

5.
5. A
A process
process for
for monitoring
monitoring and
and evaluating
evaluating performance
performance

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin