1. Integrated Marketing
Communication
Dr/Alaa Essmat
Promotion-Mix

2. 7/11/2013 9:39:02 AM Integrated Marketing
Communication
‘Top of Mind’ Awareness is owning
the space that your product or
service occupies between your
potential customer’s ears. That
way, when they’re ready to buy, they
think of your product first.
Top of Mind’ Awareness

3. Integrated Marketing
Communication

4. 7/11/2013 9:39:02 AM Integrated Marketing
Communication
Promotion keeps the product in the minds of
the customer and helps stimulate demand for
the product.
The ongoing activities of advertising, sales
Promotion, Public Relations and Personal
Selling are often considered aspects of
promotions.
PROMOTION

5. 7/11/2013 9:39:02 AM Integrated Marketing
Communication
Everything about your product
communicates:
Price - Place - Product
(including packaging)
New companies are formed on a daily
basis,
How can one get people to
know about their business so that it
can grow?

6. 7/11/2013 9:39:02 AM Integrated Marketing
Communication
Objectives of
Promotion
• BUILD AWARENESS.
• CREATE INTEREST.
• PROVIDE INFORMATION.
• STIMULATE DEMAND.
• REINFORCE THE BRAND.

7. PROMOTION
• A campaign that
gets the audience
directly involved in
an activity or event
that enhances the
advertiser’s
business and your
station

8. 3 TYPES OF PROMOTIONS
• Audience Promotion
Brings new viewers/listeners to your
station
• Sales Promotion
Attracts buyer’s attention to advertiser’s
business. Creates in-store traffic/sales
• Community Promotions
Helps solve a community problem

9. An audience promotion can
involve one or more advertisers
and become a sales promotion,
building store traffic and new
viewers or listeners at the same
time

10. SALES PROMOTIONS
• Station designs a
special promotion
and helps
advertisers execute
the campaign
• Station may provide
prizes, print
flyers, entry
forms, boxes, and
use of other media.
• Station may provide
air personalities,
station mascot,
promotional
vehicles, inflatable
attractions.
• Extra costs of
promotion must be
built into the cost of
the promotion.

11. Planning a sales promotion
• Is primary purpose of promotion to project
station image or sell time?
• Will promotion be sold to existing
advertisers, new advertisers, or both?
• What benefits will the client receive? New
customers? New Image? New positioning?

12. • What media will be used?
• What are the total expenses or
prizes, supplies, airtime?
• What is the most effective date to
schedule the promotion for
advertiser and station?
• Will the campaign be evaluated on
the basis of dollars generated or on
the basis of getting and keeping new
advertisers?
• Does the promotion conflict with
plans by the Non Traditional
Revenue team?

13. Advertising
• "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".
- Philip Kotler and Armstrong
• "The means of providing the most persuasive possible
selling message to the right prospects at the lowest
possible cost".
- Institute of Practitioners in Advertising
• Advertising is bringing a product (or service) to the
attention of potential and current customers.
• Advertising is a form of Communication!

14. 7/11/2013 9:39:02 AM Integrated Marketing
Communication
• Short term incentives to
encourage the purchase or sale
of a product or service.
• Sales promotion include tools
for consumer promotion, trade
promotion and business and
sales force promotion.
• Now ,it is part of the Marketing
spend of all companies and
these days SP spends in many
companies exceed that of the
advertisements spends.
Sales Promotion

15. 7/11/2013 9:39:02 AM Integrated Marketing
Communication
• “The planned and sustained effort to establish and
maintain goodwill and mutual understanding
between an organization and its publics”.
• Highly credible
• Many forms: news stories, news features, events
and sponsorships, etc.
• Reaches many prospects missed via other forms of
promotion
Public Relations

16. • Direct communications between paid representatives and
prospects that lead to transactions, customer
satisfaction, account development, and profitable
relationships.
• Most effective tool for building buyers’
preferences, convictions, and actions
• Personal interaction allows for feedback and adjustments
• Relationship-oriented
• Buyers are more attentive
• Sales force represents a long-term commitment
• Most expensive of the promotional tools
Personal Selling