Integrated Marketing Communications
(aka Promotion)

    Linking Communications to Overall Strategy

I. Developing the Communications Program

     1. Identify target audience(s)

     2. Set Communication objectives

          Sales or Intervening Variables

     3. Budgeting Methods

          a. All you can afford
          b. % of sales
          c. Competitive Parity
          d. Objective and Task
 
 

     4. Develop the Communication Mix

          A. The Communication Mix

                   1. Overview
 

                   2. Elements

                            Advertising

                                 Focus

                                 Objectives

                            Sales Promotion

                                 Focus

                                 Objectives

                            Personal Selling

                                 Focus

                                 Objectives

                            Direct Marketing

                                  Focus

                                 Objectives

                            Marketing Public Relations

                                 Focus

                                 Objectives

          B. Factors Affecting the Mix
 
               1. Product Factors
                   Complexity, Risk, Price, Durable/Non-

               2. Market Factors
                   Life Cycle, Competitive Position/Intensity

               3. Customer Factors
                   #, concentration, decision stage, frequency

               4. Marketing Mix/Strategy Factors
                   Positioning, Channel Structure,

                   Channel Strategy-Push/Pull
 
                        Factors Affecting Push versus Pull

                            A. Product Characteristics

                                 Expensive, complex, risky

                                 Cooperative, one-on-one relationship

                            B. Buyer Characteristics/Process

                                 Involved/Extensive versus routine

                                  CGC-Convenience, Shopping, Specialty, Unsought

                            C. Company Characteristics

                                 Resources
                                 Dist/Promotion Strengths and Weakness

                            D. Competition

 
     5. Measure Results