Professional Documents
Culture Documents
Promotional Mix
Promotional Mix
Promotional Mix
Chapter Outline
14--4
The Promotion Mix
• Advertising
• Sales promotion
• Public relations
• Personal selling
• Direct marketing
14-5
The Promotion Mix
14-8
The Promotion Mix
14-11
Integrated Marketing
Communications
14-12
Integrated Marketing
Communications
14-13
Integrated Marketing
Communications
14-14
A View of the Communications
Process
14-15
A View of the Communications
Process
1. Sender
2. Encoding
3. Message
4. Media
5. Decoding
6. Receiver
7. Response
8. Feedback
9. Noise
14-16
A View of the Communications
Process
14-17
A View of the Communications
Process
14-18
A View of the Communications
Process
14-19
A View of the Communications
Process
14-20
A View of the Communications
Process
14-21
Steps in Developing Effective
Communication
Effective Communication
14-23
Steps in Developing Effective
Communication
Designing a Message
AIDA Model
• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action
14-25
Steps in Developing Effective
Communication
Designing a Message
14-26
Steps in Developing Effective
Communication
Designing a Message
14-27
Steps in Developing Effective
Communication
Designing a Message
14-28
Steps in Developing Effective
Communication
Choosing Media
• Personal communication
• Non-personal communication
14-29
Steps in Developing Effective
Communication
Choosing Media
14-30
Steps in Developing Effective
Communication
Choosing Media
14-31
Steps in Developing Effective
Communication
Choosing Media
Personal Communication
Company
• Salespeople
Independent experts
• Consumer advocates
• Buying guides
Word of mouth
• Friends
• Neighbors
• Family
14-32
Steps in Developing Effective
Communication
Choosing Media
Personal Communication
14-33
Steps in Developing Effective
Communication
Choosing Media
Personal Communication
14-34
Steps in Developing Effective
Communication
Non-personal communication is
media that carry messages without
personal contact or feedback—
including major media, atmospheres,
and events—that affect the buyer
directly
14-35
Steps in Developing Effective
Communication
Collecting Feedback
14-39
Setting the Total Promotion
Budget and Mix
14-40
Setting the Total Promotion
Budget and Mix
14-41
Setting the Total Promotion
Budget and Mix
14-43
Setting the Total Promotion
Budget and Mix
Setting the Total Promotion Budget
14-45
Setting the Total Promotion
Budget and Mix
• Advertising
• Personal selling
• Sales promotion
• Public relations
• Direct marketing
14-46
Setting the Total Promotion
Budget and Mix
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
14-48
Setting the Total Promotion
Budget and Mix
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
14-51
Setting the Total Promotion
Budget and Mix
14-52
Setting the Total Promotion
Budget and Mix
Integrating the Promotion Mix
Checklist
14-53
Socially Responsible Marketing
Communication