The specific blend of promotion tools that the company uses to

persuasively communicate customer value and build customer

relationship.

Broadcast includes televison and radio advertisements

Print is in newsapapers, magazines, is the traditional

communication channel of the advestising industry. Print
Marketing gives readers a large amount of information, accurate,
useful and attractive.
What will be said
Advertising is any paid from of non-personal presentation and
Advertising
promotion of ideas, goods or services by an identified sponsor
Internet Marketing also known by the terms web marketing,
online marketing, or e-marketing is a form of marketing for How it will be said
products or services on the Internet environment.
Step 1: Identify the target audience When it will be said
Outdoor advertising is a form of advertising communication,
including all methods of conveying brands and messages from
Where it will be said
businesses to customers when they are outside their homes

Who will say it

Discount: Discount on purchase invoice, Discount also means
discount in Trade Marketing.
Awareness---> Knowledge---> Liking--->Preference---> Conviction---
Step 2: Determine the communication objectives
> Purchase
Coupons are simply coupons that are rolled out by manufacturers
during promotions. Accordingly, when shoppers use coupons, they
get a discount on their purchase invoices compared to regular Message content
purchases
Sales promotion is the short-term incentive to encourage the
Sales promotion
purchase or sale of a product or service. 4. STEP IN DEVELOPING EFFECTIVE MARKETING Rational appeal
Display Advertising can be understood as a type of advertising in
which advertisers convey their messages to a target audience Step 3: Design the message
through display billboards. COMMUNUCATION Message format Emotional appeal

Demonstrations is a promotion where a product is demonstrated

Moral appeal
to potential customers. The goal of such a demonstration is to
introduce customers to the product in hopes of getting them to
purchase that item
Personal: Channels through which two or more people
communicate directly with each other
Sales presentation is a talk giving information about a product or
service that are trying to sell, intended to persuade people to buy 1. Promotion mix Step 4: Choose the media
it you Non personal: Media that carry messages without personal contact
The five major promotion tools or feedback

Trade shows are a great way to interact with partner functions. Personal selling is the peronal presentation by the firm's sale force
Increase brand awareness and can show your brand value for the purpose of making sales and building customer Personal selling
compared to your competition relatioships. Celebrities: Athletes, Entertainers
Step 5: Select the message source
Incentive program is a formal scheme used to promote or Professionals: Health care providers
encourage specific actions or behavior by a specific group of
people during a defined period of time
Involves the communicator understanding the effect on the target
Step 6: Collecting Feedback
audience by measuring behavior resulting from the behavior.
A press release is a document that organizations send to the media
on the occasion of an event. Accordingly, media agencies can base
on press releases and investigative documents to report and write
articles. sets the budget at an affordable
The affordable method
Sponsorships are understood as a form of sponsorship and ignores the effects of promotion on sales
promotion in the media. Public relations involves building good relations with company's
Public relations
various public
Current
Special events offer the opportunity to bring together large
audiences and the presentation of substantial volumes of 5.Setting the Total Promotion Budget The percentage-of-sales method sets the budget at a certain percentage of Forecasted Sales
information
Unit Sales Price
Web pages
Chapter 9 The competitive-parity method sets the budget to match competitor outlays

Marketing Catalog is a form of direct marketing. In it, consumers

INTEGRATED MARKETING
sets the budget based on what the firm wants to accomplish with
or business customers select and order products from a printed COMMUNICATIONS STRATEGY The objective-and-task method
promotion
catalog or e catalogue instead of going to a store,

Direct marketing involves making direct connections with carefully

Telemarketing also known as Telemarketing is not limited to
targeted individual consumers to both obtain an imediate response and Producer
contacting customers or potential customers. Customers may call
cultivate lasting customer relationships through the use of direct mail, Direct marketing
you in response to a sign or advertisement they notice. Using the sales force and trade promotion to push the product
telephone, e mail and the internet to communicate directly with specific PUSH STRATEGY Retailers and wholesalers
through cannels
consumer.
-Kiosk is a small-scale point of sale with a small counter, Consumers
displaying (low cost) goods, usually with one or two salespeople in
charge. Kiosk is usually placed in a place with high traffic for easy
Producer
marketing.
Spending a lot on consumer advertising and promotion to induce
PULL STRATEGY Retailers and wholesalers
final consumers to buy the product
Consumers
Consumers are better informed Customer Value: Customers are buying value and solutions to
problems
Product: goods or service that satisfies the wants of a company's
More communication target market
The New Marketing Communications Model
Promotion: defined as the activities that communicate the merits Customer Costs: Customer refers to the total costs of obtaining,
Less mass marketing
of the product and persuade target customers to buy it using and disposing of a product

Marketing Mix (4PS) 4Cs

Changing communications technology
Price: the amount of money customers must pay to pbtain the
product Convenience: Easy to buying

Integratign and Coordinating many communication channels 2.Integrated Marketing Communications

Place: includes company activities that make a product available
to target consumers Communication: Consumers want two-way communication and
Create a clear,regular,effective relationships with business
communications
The Need for Integrated Marketing Communications 6. Promotion Mix Strategies Company uses to persuasively communicate customer value and
build customer relationships
.Compelling message about the organization and its products.

Personal selling <--->Public relation <---> Direct marketing <---> Advertising

Sale Promotion <---> Advertising <---> Personal selling
Sales Promotion
Promotion Mix (Marketing Communications Mix)

Sender <--->Encoding <--->Message <--->Decoding <---> Receive <--- 5 major promotion tools Personal Selling
Noise
>Response <--->Feedback <---> Sender
Public Relations
Sender: McDonald's
Direct Marketing
Encoding: set of material for advertising to convey
message.
Consistent, clear and
Personal selling <--->Public relation <---> Direct marketing <--->
Integrated Marketing Communications competing company
Message: the actual McDonald's ad Sale Promotion <---> Advertising <---> Personal selling
and brand messages

Media: television and the specific television programs Sender<--->Encoding <--->Message <--->Decoding <--->Receive <---
A view of the Communication Process Noise
>Response <--->Feedback <---> Sender
3.A View of the Communication Process
Decoding: consumer watches commercial and interprets the
words and images it contains Example: McDonald's "i'm love in' it" television commercial Identify the target audience--->Determine the communication
Steps in Developing Effective Marketing Communication objectives--->Design the message--->Choose the media---> Select the
message source--->Collecting Feedback
Response: likes McDonald's better, eats at
McDonald's next time, hums the "i'm lovin' it" jingle,
or does nothing.

Feedback: consumers are either struck by and remember the ad or

they write or call McDonald's, praising or criticizing the ad or its
products.

Noise: the consumer is distracted while watching the commercial

and misses its key points.