Chapter 18- Integrated Marketing Communications Marketing 5th
18-18: Public Relations (PR) Ask students: Do you view PR as credible,
because they are not “advertisements,” or not
credible, because they come from the
18-19: Sales Promotions Chapter Eighteen covers sales promotion in
detail. Remind students that sales promotions
can be used in a wide variety of situations to
stimulate demand among either end users or
other channel members. There are many
websites that distribute coupons. This web link
is for retailmenot.com, one of the more popular
coupon sharing sites.
Ask students how retailers feel about this.
The positive is that they are able to reach price
sensitive customers who would otherwise not
The problem is that some of these coupons are
profitable because the target frequent and large
receipt buyers and they are not the kind of
person who is downloading from the site.
18-20: Personal Selling Chapter Nineteen covers personal selling, the
most costly form of IMC, in detail.
Ask students: For what kind of purchases is
personal selling most appropriate?
Their answers should note that this form of
IMC works best when the purchase is
complicated, because the salesperson can
customize the communication to meet the
needs of that specific buyer and purchase
situation, which other IMC elements cannot.
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