Eemt Exercise

Promotion
Promotion
Chapter Fourteen: Communicating Customer Value:
IMC Strategy
Chapter Fifteen: Advertising and Public Relations
Chapter Sixteen: Personal Selling and Sales
Promotion

SBMT 5030

Prof. Joseph Salvacruz
Department of Marketing
HKUST

Topic Outline
The nature of integrated marketing communication
The communication process and steps in developing effective marketing communication
Setting the promotion budget and factors that affect the design of the promotion mix
Promotion mix tools for communicating customer value






Major decisions involved in developing an advertising program Role of public relations in the promotion mix
Role of company’s salespeople in creating value
Personal selling and sales promotion

SBMT 5030 – Marketing Management & Strategy

JC Salvacruz

2

Promotion in the Marketing Mix
Target
Market

Product

Place

Personal
Selling

Promotion

Mass
Selling

Advertising

SBMT 5030 – Marketing Management & Strategy

JC Salvacruz

Price

Sales
Promotion

Publicity

3

Definitions
Integrated Marketing Communications


The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Marketing Communications Mix


The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. SBMT 5030 – Marketing Management & Strategy

JC Salvacruz

4

The Communication Process

SBMT 5030 – Marketing Management & Strategy

JC Salvacruz

5

What does promotion accomplish?
Price

Promotion and the Demand Curve
Price
Price
D2

D1

D

0
0

Quantity
A. To be more inelastic
Promotion efforts may be targeted to make demand for the firm’s products more inelastic and so more resistant to counter-moves
by