14-2-2Learning ObjectivesAfter studying this chapter, you should be able to:1.Discuss the process and advantages of integrated marketing communications in communicating customer value ****2.Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix **** You have to select the product and then use the promotion tools and discuss the factors that must be considered in shaping the promotion mix.3.Outline the steps in developing effective marketing communications (attracted to the……)4.Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix
14-3Chapter Online1.The Promotion Mix2.Integrated Marketing Communications3.A View of the Communications Process4.Steps in Developing Effective Communication5.Setting the Total Promotion Budget and Mix6.Socially Responsible Marketing Communication
14-4The Promotion Mix(Define)•The promotion mix is the specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketingtools that the company uses to persuasively communicate customer value and build customer relationships.•Major Promotion Tools (Promotion Mix under Integrated marketing)–Advertising (online)–Sales promotion–Public relations–Personal selling–Direct marketing
•Where the company use to persuade and communication customer value.•What is the customer value?[We want to promote, we want to use five promotion tools]- promotion mix tool which the company uses to persuade and communicate customer value. So, that the customer and the marketer order organization have a good customer relationship. ]- trust is between customer relationship. You want customer to trust, you’re trying to maintain and sustain the customer relationship or develop.•What do you want to communicate customer value? What is the customer value?[Customer value is for money ]- value we are talking about customer is not buying the product. •What is customer buying?- They buying the value.•What is value?- Satisfaction. So, when customer is satisfied, they will make a comeback. Major Promotion Tools (Promotion Mix under Integrated marketing)–Advertising (online)–Sales promotion–Public relations–Personal selling–Direct marketing14-5
14-6The Promotion MixMajor Promotion Tools (Define)•Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. (Advertising is to attract)•Example: –Broadcast–Print–Internet–Outdoor
14-7Cont…•Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service.