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1.1 LEARNING OBJECTIVES
LO 12-1 Explain integrated marketing communications (IMC) concepts and their role in
marketing management.
LO 12-2 Identify the elements of the promotion mix and the pros and cons of each element.
LO 12-3 Connect communication models to real-world challenges in promotional strategy.
LO 12-4 Describe in detail the marketing manager’s role in promotional strategy.
LO 12-5 Explain key concepts of interactive communications.
1.2 Chapter Outline
I. ESSENTIALS OF PROMOTION AND INTEGRATED
MARKETING COMMUNICATIONS (IMC)
The Rise of Integrated Marketing Communications (IMC)
IMC Decision Making
IMC and the Promotion Mix
Push and Pull Strategies
Internal Marketing and IMC
Looking Ahead
II. COMMUNICATION PROCESS MODEL
Sender
Encoding Process
Message Transmission
Decoding Process
Receiver
Feedback Loop
Noise
III. HIERARCHY OF EFFECTS MODEL
Attention
Interest
Desire
Action
IV. THE MARKETING MANAGER’S ROLE IN
PROMOTIONAL STRATEGY
Identify Targets for Promotion
Establish Goals for Promotion
Goal One: To Inform
Goal Two: To Persuade
Goal Three: To Remind
Select the Promotion Mix
Nature of the Offering
Stage of the Offering in the Product Life Cycle
Nature of the Market
Available Budget
Develop the Message
Rational Appeals
Emotional Appeals
Moral Appeals
A Select Media for Use in Promotion
Prepare Promotion Budget
Objective-and-Task Method
Percent-of-Sales Method
Comparative-Parity Method
All-You-Can-Afford Method
Establish Measures of Results
V. NEW MEDIA
Online Communication Decisions
Website Presentation
VI. NEW MEDIA
Online Communication Decisions
Website Presentation
Online Advertising Decisions
Display Ads
Sponsorship
Search Ads
E-Mail
Mobile Growth Opportunities
Text Messaging
Mobile Payments and M-Commerce
Geo-Location Marketing
Social Media Changes the Conversation
Social Networks
Facebook
Twitter
LinkedIn
Product Review Sites
Online Communities
Viral Marketing
Viral Marketing Guidelines
Measuring Success
Connect People to the Experience
Target a Younger Demographic
I SUMMARY
