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1 Part Five Developing the Integrated Marketing Communications Program Belch: Advertising and Promotion, Sixth Edition Chapter Objectives V. Developing the Integrated Marketing Communications Program 1. To understand the role of sales promotion in a company’s integrated marketing communications program and to examine why it is increasingly important. 2. To examine the various objectives of sales promotion programs. 16. Sales Promotion © The McGraw−Hill Companies, 2003 Sales Promotion 16 3. To examine the types of consumer- and tradeoriented sales promotion tools and the factors to consider in using them. 4. To understand how sales promotion is coordinated with advertising. 5. To consider potential problems and abuse by companies in their use of sales promotion.
Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program Advertising has a long and fascinating history and has had a major impact, both good and bad, on our culture. Advertising has entertained, moved, and motivated consumers for more than a century, and many of the images created by advertisers have become cultural icons—Ronald McDonald, the Marlboro Man, Tony the Tiger, and the Energizer Bunny, to name just a few. Much has been written about the history of advertising and how it reflects society and its whole range of activities. However, sales promotion also has a very rich and interesting history: Marketers have developed and used a variety of techniques over the past century to give consumers an extra incentive to use their products and services. Many of the sales promotion offers that motivate consumers today and have become part of their everyday lives have been around for nearly a century or more. The oldest, most widely used, and most effective sales promotion tool is the cents-off coupon. 16. Sales Promotion © The McGraw−Hill Companies, 2003 Sales Promotion Has an Interesting History as Well Coupons have been around since 1895 when the C.W. Post Co. first began using the penny-off coupon to help sell its new Grape Nuts cereal brand. Procter & Gamble began using coupons in 1920, and its first ones were metal coins that were good for discounts or buy-one-get-onefree deals. Those were soon replaced by cheaper, more convenient paper versions, which have been around ever since. Another classic promotional tool is the premium offer, which dates back to 1912 when Cracker Jack began offering “a prize in every box.” Ovaltine developed one of the first interactive premiums in 1930, when it gave away decoder rings that were needed to decode secret messages broadcast in Little Orphan Annie radio shows in the 30s. The promotion was brought back 20 years later as television became the new mass medium and the rings were used to decode messages in Texas Rangers TV shows. Perhaps no company has used premium offers as effectively as McDonald’s, which launched its Happy Meals in 1979 and has been using them ever since. Happy Meals account for a significant portion of McDonald’s sales and have made the company the world’s largest toy manufacturer. Marketers also have a long history of taking their promotional programs to the customer. The first Oscar Mayer Wienermobile hit the streets in 1936, when the nephew of the company’s founder had the idea of introducing a 13-footlong hot dog on wheels. Soon it was seen driving the streets of Chicago, promoting Oscar Mayer “German Style Wieners.” Seven updates and 66 years later, there is now a fleet of eight Wienermobiles that cruise the highways of America and other countries playing 21 versions of the famous Wiener Jingle and helping to promote the brand. Pepsi is another company that took a promotional program on the road, with its launch of
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1 Part Five Developing the Integrat
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8 Part One Introduction to Integrat
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10 Part One Introduction to Integra
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142 Part Three Analyzing the Commun
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196 Part Four Objectives and Budget
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620 Belch: Advertising and Promotio
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624 Part Six Monitoring, Evaluation
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IN2 Name and Company Index Belch: A
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