© 2006 mcgraw-hill companies, inc., mcgraw-hill/irwinslide 18-6 the communication process...
TRANSCRIPT
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-6
THE COMMUNICATION PROCESS
• Promotional Mix
• Integrated Marketing Communications (IMC)
• Communication
• Source
• Message
• Channel of Communication
• Receivers
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-7
FIGURE 18-1 FIGURE 18-1 The communication process
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-8
THE COMMUNICATION PROCESS
• Encoding and Decoding
Encoding
Decoding
Field of Experience
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-10
THE COMMUNICATION PROCESS
• Feedback
Response
Feedback
• Noise
Pretesting
Feedback Loop
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-15
FIGURE 18-2 FIGURE 18-2 The promotional mix
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-16
THE PROMOTIONAL ELEMENTS
• Advertising
Paid Aspect
Nonpersonal Component
Wasted Coverage
• Personal Selling
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-18
THE PROMOTIONAL ELEMENTS
• Public Relations
Public Relations
Publicity
• Sales Promotion
• Direct Marketing
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-23
FIGURE 18-A FIGURE 18-A Factors that influence the use of promotional tools
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-24
INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
• The Target Audience
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-27
INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
• The Product Life Cycle
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-28
FIGURE 18-3 FIGURE 18-3 Promotional tools used over the product life cycle of Purina Dog Chow
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-30
INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
• Product Characteristics
Complexity
Risk
Ancillary Services
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-32
INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
• Stages of the Buying Process
Prepurchase Stage
Purchase Stage
Postpurchase Stage
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-33
FIGURE 18-4 FIGURE 18-4 How the importance of promotional elements varies during the stages of consumer’s purchase decision
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-34
INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
• Channel Strategies
Push Strategy
Pull Strategy
• Direct-to-Consumer
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-35
FIGURE 18-5 FIGURE 18-5 A comparison of push and pull promotional strategies
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-41
DEVELOPING AN IMC PROGRAM
• Identifying the Target Audience
Hierarchy of Effects
• Awareness
• Interest
• Specifying Promotion Objectives
• Evaluation
• Trial
• Adoption
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-42
FIGURE 18-6 FIGURE 18-6 The promotion decision process
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-45
DEVELOPING AN IMC PROGRAM
• Setting the Promotion Budget
Percentage of Sales Budgeting
Competitive Parity Budgeting (Matching Competitors or Share of Market)
All-You-Can-Afford Budgeting
Objective and Task Budgeting
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-46
FIGURE 18-7 FIGURE 18-7 U.S. promotion expenditures by companies in 2003
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-47
FIGURE 18-8 FIGURE 18-8 The objective and task approach
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-48
DEVELOPING AN IMC PROGRAM
• Selecting the Right Promotional Tools
• Designing the Promotion
• Scheduling the Promotion
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-55
DIRECT MARKETING
• The Growth of Direct Marketing
Direct Orders
• The Value of Direct Marketing
Lead Generation
Traffic Generation
• Technological, Global, andEthical Issues in Direct Marketing
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 18-56
FIGURE 18-9 FIGURE 18-9 Direct marketing expenditures, sales, and employment by medium
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ETHICS AND SOCIAL RESPONSIBILITY ALERT
How Do You Like Your E-Mail? “Opt-out” or “Opt-in” Are Your Choices
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