(chapter 15)

 Customer
 Heart of IMC
 IMC strategy
 Customer wants
 Receiver focused messages
 Promotion
 Marketing Communications
intended
unintended
 Coordination
 Teamwork
 Role of Database
 internet

 Steps
 information collection
 dissemination
 shared interpretation
Sender Encoding Channel

Noise Receiver

Feedback Response Decoding

 AIDA concept

 Gains receiver’s attention

 Both receiver & sender understand
 Stimulates receivers needs by
 Suggesting method to satisfy them
 Provide information
 introduction
 availability
 usefulness/uses

 Increase demand
 primary
 selective
 Differentiation
 growth/maturity
 product value

 Stabilize sales
 cyclical
 seasonal
 irregular demand
 selling  promotion tools
 personal  advertising
 paid, nonpersonal,
 Non-personal
identified
 product
placement
 paid, nonpersonal
 controversial
sales promotion
 time-limited, action-oriented
 POP displays
 coupons
 premiums
 contests
 sweepstakes, etc.
 Trade promotions
 direct marketing
 use many media
 public relations
 positive press
 “unpaid”
 publicity
 “free” advertising
guerilla  sponsorships

marketing  sporting or cultural

 unconventional events, teams, etc.
 “buzz marketing”  spending now $11B per
year
 growth
 differs from
advertising
 assessing results
 Direct Mail
 internal/external sources
 Catalogs
 Began late 1800’s
 over 10,000
 Telemarketing
 outbound
 inbound
 Broadcast channels
 direct response ads
 home shopping
 QVC
 HSN
 Infomercial
 Electronic
 web
 email
 Others
 nature of the market stage in PLC


 limited number of
buyers  introduction
 large, dispersed  growth
market
 intermediaries
 maturity
 nature of the product  decline
 standardized  product price
 consumer vs. business
 low
 high
 Manufacturer Manufacturer

Push Pull

Wholesaler Wholesaler

Retailer Retailer

Consumer Consumer
 Percentage of  Competitive parity
sales method  spending what others
a fixed $ of current do
or projected  Task & Objective
 Sum per unit  set objectives
 select tasks
 fixed
amount
 cost out
based on sales
 sum up
 Promotional  Indirect
Objectives  meeting
 to inform objective
 to persuade
 recall
 to remind
 readership
 Direct Sales
 sales per $
 Online measurement
hits/visits
abilityto measure action
two techniques for setting price
 CPM
 click-throughs
 Criticism  Response
 taste  freedom of
 lack of choice
contribution  information
 cost  used for socially
 persuasive valued causes
intent
 Non-profit  Economic(512)
 use promotion  Economies of
as well Scale
 Large
 it’s effective employment
 <units sold =
Lowers
costs/unit