Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

14. Promotion −
    Introduction to Integrated
    Marketing
    Communications

Text © The McGraw−Hill

Companies, 2002

Promotion_Introduction to Integrated Marketing Communications 395

most retail sales. And behind the scenes, much personal selling goes on in the chan-

nels and in other business markets. In total, firms spend less money on advertising

than on personal selling or sales promotion.

We’ll talk about individual promotion methods in more detail in the next two

chapters. First, however, you need to understand the role of the whole promotion

blend—personal selling, mass selling, and sales promotion combined—so you can

see how promotion fits into the rest of the marketing mix.

Someone Must Plan, Integrate, and Manage the Promotion Blend

Each promotion method has its own strengths and weaknesses. Each method also

involves its own distinct activities and requires different types of expertise. As a

result, it’s usually the responsibility of specialists—such as sales managers, advertis-

ing managers, and promotion managers—to develop and implement the detailed

plans for the various parts of the overall promotion blend.

Sales managersare concerned with managing personal selling. Often the sales

manager is responsible for building good distribution channels and implementing

Place policies. In smaller companies, the sales manager may also act as the mar-

keting manager and be responsible for advertising and sales promotion.

Advertising managersmanage their company’s mass-selling effort—in television,

newspapers, magazines, and other media. Their job is choosing the right media and

developing the ads. Advertising departments within their own firms may help in

these efforts—or they may use outside advertising agencies. The advertising man-

ager may handle publicity too. Or it may be handled by an outside agency or by

whoever handles public relations—communication with noncustomers, including

labor, public interest groups, stockholders, and the government.

Sales promotion managersmanage their company’s sales promotion effort. In

some companies, a sales promotion manager has independent status and reports

directly to the marketing manager. If a firm’s sales promotion spending is substantial,

Sales managers

manage salespeople

Advertising managers

work with ads and

agencies

Sales promotions such as the

price-off coupon from Soft Scrub

in the U.S. and the free product

samples and coupons from Ajax

in Greece prompt consumers to

try a product—and a consumer

who is satisfied with the trial is

likely to become a regular

customer.

Sales promotion

managers need many

talents