MBA: Third Trimester, 2020

303MM: IMC
Unit I
Model for IMC Planning

Lecture No - 3
Dr. Aditya Tripathi

Assistant Professor, SOM

203 1
Outlines
• Students should know the basics of IMC
• Discussion on Promotional Management

303MM 2
 Promotional Management

• In developing an integrated marketing communications program, a

company combines the promotional-mix elements, balancing the
strengths and weaknesses of each, to produce an effective
promotional campaign.
 Promotional Management

• Promotional management should be defined as the process of

coordinating the promotional mix elements to develop a controlled
and integrated program of effective marketing communication. It
involves various decision areas such as
 which promotional tools to use and how to combine them effectively

 distributing the total promotional budget across the promotional-mix elements

i.e. What percentage of the budget should they allocate to advertising, sales
promotion, the Internet, direct marketing, and personal selling?

 determining the influence of various factors on the promotional mix including

the type of product, target market, decision process of the buyer, stage of the
product life cycle, and channels of distribution
 Promotional Management

• Companies selling consumer products and services generally rely

on advertising through mass media to communicate with ultimate
consumers.
• Business-to-business marketers, who generally sell expensive, risky,
and often complex products and services, more often use personal
selling.
• Business-to-business marketers such as Honeywell do use
advertising to perform important functions such as building
awareness of the company and its products, generating leads for the
sales force, and reassuring customers about the purchase they have
made
 Promotional Management

• Personal selling also plays an important role in consumer-product

marketing.
• A consumer-goods company retains a sales force to call on
marketing intermediaries (wholesalers and retailers) that distribute
the product or service to the final consumer.
• While the company sales reps do not communicate with the
ultimate consumer, they make an important contribution to the
marketing effort by
– gaining new distribution outlets for the company’s product,
– securing shelf position and space for the brand,
– informing retailers about advertising and promotion efforts to users,
– and encouraging dealers to merchandise and promote the brand at the local
market level.