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Integrated
Marketing
Communication
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Promotion: function of informing,
persuading, and influencing the
consumers purchase decision

Marketing Communications:
transmission from a sender to a
receiver of a message dealing with
the buyer-seller relationship

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Objectives of Promotion
Increase Demand
Some promotions are aimed at increasing
primary demand, the desire for a general
product category
More promotions are aimed at increasing
selective demand, the desire for a specific
brand
Provide Information
Inform the market about the availability of a
particular good or service
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Differentiate the Product
Homogenous demand for many products results
when consumers regard the firms output as
virtually identical to its competitors then, the
firm has virtually no control over marketing
variables
Accentuate the Products Value
Promotion can explain the greater ownership
utility of a product to buyers, thereby
accentuating its value and justifying a higher
price

Objectives of Promotion
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Objectives of Promotion
Stabilize Sales
For the typical firm, sales fluctuations
may result from cyclical, seasonal, or
irregular demand
Stabilizing these variations is often an
objective of promotional strategy
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Goals and Tasks of Promotion
Informing






Reminding










Persuading
Target
Audience
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Public
relations
Sales
promotion
Personal
Selling
Advertising
Promotion Mix
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Promotional Mix
"Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and services
through mass media such as newspapers, magazines,
television or radio by an identified sponsor".
Personal selling is oral communication with potential
buyers of a product with the intention of making a sale.
Sales promotion describes incentives and rewards to
get customers to buy now rather than later
Public relations: firms communications and
relationships with its various publics

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Direct Marketing
Direct communications other than
personal sales contact between
buyer and seller, designed to
generate sales, information
requests, or store visits
Publicity: stimulation of demand for
good, service, place, idea, person, or
organization by unpaid placement of
commercially significant news or
favorable media presentations

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Telemarketing: promotional presentation
involving the use of the telephone for
outbound contacts by salespeople or
inbound contacts initiated by customers
who want to obtain information and place
orders

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Factors that influence the effectiveness of a
promotional to mix:

Nature of the market
Nature of the product
Stage in the product life-cycle
Price
Funds available for promotion

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Integrated Marketing Communications
Coordination of all promotional activities media
advertising, direct mail, personal selling, sales
promotion, and public relations to produce a
unified customer-focused promotional message

The purpose of business is not to make a sale,
but to make and keep a customer
Peter Drucker
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AIDA and the Hierarchy of Effects
Attention Interest Desire Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive Affective Conative
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When Elements of Promotion Are Most Useful













Advertising
Personal
selling
Sales
promotion
Public
relations
Not effective
Very effective
Somewhat effective
Awareness Knowledge Liking Preference Conviction
E
f
f
e
c
t
i
v
e
n
e
s
s

Purchase