Chapter 8 - Integrated Marketing Communication (Promotion Mix)

Promotion mix

Blend of advertising, sales promotion, personal selling, PR, and direct/digital marketing.

Integrated Marketing Communications (IMC)

Coordinating all promotion tools to convey a consistent message across channels.

Advertising

Paid, non-personal promotion by an identified sponsor.

Personal selling

Personal interaction with customers to make sales and build relationships.

Sales promotion

Short-term incentives encouraging purchase or sale.

Public relations (PR)

Building good relations with publics to obtain favorable publicity and handle rumors or events.

Direct and digital marketing

Direct connections with targeted consumers via digital platforms to obtain immediate responses.

Communication process elements

Sender, encoding, message, media, decoding, receiver, response, feedback, noise.

Content marketing

Creating and sharing valuable content to engage customers rather than interrupt them.

Buyer-readiness stages

Awareness → Knowledge → Liking → Preference → Conviction → Purchase.

Push strategy

Producer promotes to intermediaries who push product to end users.

Pull strategy

Producer promotes directly to consumers who demand product from intermediaries.

Promotion budget methods

Affordable, percentage-of-sales, competitive-parity, and objective-and-task.

Message content appeals

Rational, emotional, and moral appeals.

Message structure and format

Deciding order, draw conclusions or not, one-sided vs. two-sided arguments.

Communication channels

Personal and non-personal channels (mass media, digital, atmosphere, events).

Developing effective communication steps

Identify target audience → Determine objectives → Design message → Choose media → Select source → Collect feedback.