Chapter 12

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Objectives Know the tools of the marketing

communications mix.

Understand the process and advantages of integrated marketing communications.

Understand The nature of each promotion tool

Know the Promotion-Mix-Strategies

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The Promotion Mix

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Integrated Marketing Communications

The Marketing Communications Environment is Changing: (landscape and communication model)

Mass markets have fragmented, causing marketers to shift away from mass marketing to target marketing

Improvements in information technology are facilitating segmentation

Media fragmentation has occurred with companies doing less broadcasting and more narrowcasting

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Integrated Marketing Communications

The Need for Integrated Marketing Communications

Conflicting messages from different sources or promotional approaches can confuse company or brand images

○ The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently

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Integrated Marketing Communications

Integrated Marketing Communications

The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

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Integrated Marketing Communications

Consistent, clear, and compelling company and

brand messages

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Integrated Marketing Communications

The Need for Integrated Marketing Communications

The Internet must be integrated into the broader IMC mix

Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications

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Shaping The Overall Promotion Mix

How does the company determine what mix of promotion tools it will use ?

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Shaping The Overall Promotion Mix The nature of each promotion tool

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Shaping The Overall Promotion Mix The nature of each promotion tool

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Shaping The Overall Promotion Mix The nature of each promotion tool

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Shaping The Overall Promotion Mix Promotion-Mix-Strategies

Push strategy: Push strategy:

○ involves “pushing” the product through marketing channels to final consumers.

○ The product directs its marketing activities (primarily personal selling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumers.

○ Used more in (B2B) {putting more of their funds into personal selling, followed by sales promotion, advertising, and public relation}

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Shaping The Overall Promotion Mix ● Pull strategyPull strategy:

o The producer direct its marketing activities (primarily advertising and consumer promotion) toward final consumer to induce them to buy the product.

o Consumer will demand the product from channel members, who will in turn demand it from producer.

o The consumer demand “pull” the product through the channel.

o Used more in (B2C) {putting more of their funds into advertising, followed by sales promotion, personal selling, and public relation} .

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Shaping The Overall Promotion Mix

Producer Producer

Producer Producer

ConsumConsumer er

ConsumConsumer er

DemDemand and

Producer Producer marketing marketing

activity activity (personal (personal

selling, trade selling, trade promotion, promotion,

other)other)

DemDemand and

Reseller Reseller marketing marketing

activity activity (personal (personal

selling, trade selling, trade promotion, promotion,

other)other)

Retailers Retailers and and

wholesalewholesalers rs

Retailers Retailers and and

wholesalewholesalers rs

Push Push Strategy Strategy

Producer marketing activities (consumer advertising, sales promotions, other) Producer marketing activities (consumer advertising, sales promotions, other)

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