Module 9
Integrated Marketing
Communication
The Promotional Mix
2
The Promotional Mix
The promotion mix (or marketing communication mix) is
the specific blend of promotion tools (advertising, public
relations, personal selling, sales promotion, and direct
marketing) that the company uses to persuasively
communicate customer value and build customer
relationships.
Integrating the Promotional Mix
The concept of integrated marketing communications
suggests that the company must blend the promotion
tools carefully into a coordinated promotion mix.
The company must take steps to see that each promotion
mix element is smoothly integrated.
The various promotion elements should work together to
carry the firm’s unique brand messages and selling points.
Advertising
5
Advertising
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or services
by an identified sponsor.
Advertising can reach masses of geographically dispersed
buyers at a low cost per exposure, and it enables the
seller to repeat a message many times.
Advertising includes broadcast, print, online, mobile,
outdoor, and other forms.
Setting Advertising Objectives
An advertising objective is a specific communication task to
be accomplished with a specific target audience during a
specific time.
•Informative advertising is used when introducing a new product
category to build primary demand.
•Persuasive advertising is important with increased competition to build
selective demand.
•Comparative advertising is when a company compares its brand with
other brands.
•Reminder advertising is important with mature products to help
maintain customer relationships and keep customers thinking about the
product.
7
Example of Informative Advertisement
Heavily used during the
introductory stage of the
product life cycle, informative
advertising offers consumers
in-depth information about
the benefits of the product
class.
Meet the Huawei P30 Series
Source:
Huawei Mobile Youtube Channel (Published on Mar 26, 2019)
8
Example of Persuasive Advertisement
Focus on subtle differences
between brands, with the
objective of building recall of a
brand name and creating a
favorable brand attitude.
Celcom EasyPhone | Enjoy the phone you want from RM 54/month
Source:
Celcom Axiata Youtube Channel (Published on Apr 21, 2019)
9
Example of Comparative Advertisement
Compares two or more
specifically named or shown
competing brands on one or
more specific product attributes.
Dynamo Powder | 7-Ingredient Stain & Germ Removal System
Source:
Dynamo Malaysia Youtube Channel (Published on Nov 27,
2017)
10
11
12
Public Relations
13
Public Relations
Public relations involves building good relations with the
company’s various publics by obtaining favorable publicity,
building up a good corporate image, and handling or
heading off unfavorable rumors, stories, and events.
Public relations functions include:
• Press relations or press agency
• Product publicity
• Public affairs
• Lobbying
• Investor relations
• Development
• Press relations or press agency involves the creation and
placing of newsworthy information to attract attention to a
person, product, or service.
• Product publicity involves publicizing specific products.
• Public affairs involves building and maintaining national or
local community relations.
• Lobbying involves building and maintaining relations with
legislators and government officials to influence legislation
and regulation.
• Investor relations involves maintaining relationships with
shareholders and others in the financial community.
• Development involves public relations with donors or
members of nonprofit organizations to gain financial or
volunteer support.
15
Major Public Relations Tools
News Speeches Special events
Corporate
Written Public service
identity
materials activities
materials
Social
Buzz marketing Internet
networking
16
Public relations uses several tools. One of the major tools is news. PR professionals find or create
favorable news about the company and its products or people. Sometimes news stories occur
naturally; sometimes the PR person can suggest events or activities that would create news.
Another common PR tool is special events, ranging from news conferences and speeches, brand
tours, and sponsorships to laser light shows, multimedia presentations, or educational programs
designed to reach and interest target publics.
Public relations people also prepare written materials to reach and influence their target markets.
These materials include annual reports, brochures, articles, and company newsletters and magazines.
Corporate identity materials can also help create a corporate identity that the public immediately
recognizes. Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms,
and company cars and trucks all become marketing tools when they are attractive, distinctive, and
memorable.
Finally, companies can improve public goodwill by contributing money and time to public service
activities.
Web and social media are also important PR channels. Web sites, blogs, and social media such as
YouTube, Facebook, Pinterest, Storify, and Twitter are providing new ways to reach and engage
people. As noted, storytelling and engagement are core PR strengths, creating buzz marketing which
plays well into the use of online and social media.
17
Personal Selling
18
Personal Selling
Personal selling is the personal interaction by the firm’s
sales force for the purpose of engaging customers,
making sales, and building customer relationships.
Personal selling is the most effective method at certain
stages of the buying process, particularly in building
buyers’ preferences, convictions, actions, and
developing customer relationships.
Personal selling includes face-to-face communication,
telephone communication, and video or Web
conferencing
Sales force management is the analysis, planning, implementation, and
control of sales force activities.
20
Sales Promotion
21
Sales Promotion
Sales promotion is a short-term incentive to encourage
the purchase or sale of a product or service.
Sales promotion includes coupons, contests, cents-off
deals, and premiums that attract consumer attention
and offer strong incentives to purchase.
Major Sales Promotion Tools
Samples offer a trial amount of a product.
Coupons are certificates that give buyers a saving when they
purchase specified products.
Rebates are similar to coupons except that the price reduction
occurs after the purchase.
Price packs offer consumers savings off the regular price of a
product.
Premiums are goods offered either for free or at a low price.
Advertising specialties are useful articles imprinted with the
advertiser’s name, logo, or message that are given as gifts to
consumers.
Point-of-purchase promotions include displays and demonstrations
that take place at the point of sale.
23
Major Sales Promotion Tools
Contests, sweepstakes, and games give consumers the chance to
win something—such as cash, trips, or goods—by luck or through
extra effort.
• Contests require an entry by a consumer.
• Sweepstakes require consumers to submit their names for a
drawing.
• Games present consumers with something that may or may not
help them win a prize.
Event marketing or event sponsorship is creating a brand-
marketing event or serving as a sole or participating sponsor of
events created by others.
24
Direct Marketing
25
Direct and Digital Marketing
Direct and digital marketing involves engaging directly
with carefully targeted individual consumers and
customer communities to both obtain an immediate
response and build lasting customer relationships.
Direct and digital marketing is an immediate,
customized, and interactive promotional tool that
includes direct mail, catalogs, telephone marketing,
online, mobile, and social media.
Socially Responsible
Marketing
Communication
27
Socially Responsible Marketing Communication
Advertising and Sales Promotion
• Communicate openly and honestly with
consumers and resellers
• Avoid deceptive or false advertising
• Avoid bait-and-switch advertising
• Conform to all federal, state, and local regulations
Socially Responsible Marketing Communication
Personal Selling
• Follow rules of “fair competition”
• Do not offer bribes
• Do not attempt to obtain competitors’ trade
secrets
• Do not disparage competitors or their products
30
