Promotion—Introduction to Integrated Marketing Communications

• Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning.
• Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods.
• Understand the importance of promotion objectives.
• Know how the communication process affects promotion planning.
• Know how direct-response promotion is helping marketers develop more targeted promotion blends.
• Understand how customer-initiated interactive communication is different.
• Know how typical promotion plans are blended to get an extra push from wholesalers and retailers and help from customers in pulling products through the channel.
• Understand how promotion blends typically vary over the adoption curve and product life cycle.
• Understand how to determine how much to spend on promotion efforts.

A marketing manager usually has to set priorities for the promotion objectives. This section will describe some specific objectives and how different promotion methods can help achieve them.
Key Issues

• Informing, persuading, and reminding are basic promotion objectives. More specific promotion objectives should describe who the target is and why.
• Informing is educating. Promotion helps customers learn about products. Informing is especially important for products that are really new.
• Persuading usually becomes necessary in order to convince the market to buy the firm’s products instead of some other firm’s products.
• Discussion Question: Can you give examples of informing and persuading for personal selling, advertising, sales promotion, and publicity?
• A reminding objective might be suitable (sometimes) if target customers already have positive attitudes about a firm’s marketing mix.

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