1. CHAPTER 14 Integrated Marketing Communications Marketing Lamb, Hair, McDaniel 9

2. How to proceed… LO 2 Every time you see the audio icon to the left, click on it to hear my comments and explanations of the concept. Every time you see the icon to the left, click on it to view a website, video on YouTube or other material online that relates to or better illustrates the concept.

5. Integrated Marketing Communications LO 7 Integrated Marketing Communications The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.

6. Example of good IMC: Chick-Fil-A

7. Bright House Asterisk Hunters Campaign Photo Contest Advertisement

9. The Promotional Mix LO 2 Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. Advertising

12. Where is the growth? Social Media Revolution …

14. Placements

16. Product Placement Exercise

19. Placement in Game Shows

20. Digital Ads at Sporting Events

25. Public Relations LO 2 The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance. Public Relations

28. Sales Promotion LO 2 Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness. Sales Promotion

29. Sales Promotion

30. Sales Promotion LO 2 End Consumers Trade Customers Company Employees Free samples Contests Premiums Trade Shows Vacation Giveaways Coupons

31. Personal Selling LO 2 Personal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale.

32. Personal Selling LO 2 Traditional Selling Relationship Selling

33. REVIEW LEARNING OUTCOME Elements of the Promotional Mix LO 2

34. Communication LO 3 The process by which we exchange or share meanings through a common set of symbols. Communication

35. The Communication Process LO 3 Noise Sender Encoding Message Feedback Channel Message Channel Decoding Message Receiver

36. THE COMMUNICATIONS PROCESS Relating Promotion to the Communications Process

39. Goals and Tasks of Promotion Informing Reminding Persuading Target Audience

40. Figure 16.2: Advertising Objectives in Relation to the Stage in the Product Life Cycle 16-

41. What do you think the goal is? Reminder, with a little persuasion

42. The AIDA Concept LO 5 Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. AIDA Concept Attention Interest Desire Action

43. The AIDA Concept LO 5 LO 5 Action Desire Interest Attention Cognitive (thinking) Affective (feeling) Conative (doing)

44. TUMS A Print Message Following the AIDA Concept Copyright © 2001 by Harcourt, Inc. All rights reserved.

45. Factors Affecting the Choice of Promotional Mix LO 6 Nature of the product Stage in PLC Target market factors Type of buying decision Promotion funds Push or pull strategy

46. Stage in the Product Life Cycle LO 6 Light Advertising; pre- introduction publicity Heavy use of Advertising; PR for awareness; sales promotion for trial AD/PR decrease; limited sales promotion; personal selling for distribution Ads decrease; sales promotion; personal selling; reminder & persuasive Advertising, PR, brand loyalty; personal selling for distribution Introduction Growth Maturity Decline Sales ($) Time

47. Type of Buying Decision LO 6 Advertising Sales Promotion Routine Personal Selling Neither Routine nor Complex Advertising Public Relations Print Advertising Complex

49. Push and Pull Strategies LO 6 Manufacturer promotes to wholesaler Wholesaler promotes to retailer Retailer promotes to consumer Consumer buys from retailer PUSH STRATEGY Orders to manufacturer Manufacturer promotes to consumer Consumer demands product from retailer Retailer demands product from wholesaler Wholesaler demands product from manufacturer Orders to manufacturer PULL STRATEGY

51. Examples… Pull Strategy