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 403

variations on this approach. For example, some firms route incoming information-

request calls to a computerized answering system. The caller indicates what

information is required by pushing a few buttons on the telephone keypad. Then

the computer instantly sends requested information to the caller’s fax machine.

Direct-response promotion is often an important component of integrated mar-

keting communications programs and is closely tied to other elements of the

marketing mix. However, what distinguishes this general approach is that the mar-

keter targets more of its promotion effort at specific individuals who respond

directly.^9

A promotion campaign that marketing managers developed for Ryder Systems’

move-it-yourself rental trucks illustrates these ideas. Ryder’s marketing strategy

focused on quality trucks and service rather than bargain-basement prices. Ryder’s

objective was to increase truck rentals and sales of supplies while maintaining its

premium prices. Most other rental firms were competing with lower prices—hoping

for gains in market share to offset a market that was shrinking because of a weak

economy.

To reach the target market—consumers

who were considering a move—Ryder

placed 60-second ads on popular TV shows

whose audience demographics matched

Ryder’s target market. The ads touted

Ryder quality and also offered consumers a

free home-moving guide and planning kit.

All the consumer had to do to get the pro-

motional brochure was call a toll-free

telephone number. The brochure provided

useful information about moving—includ-

ing details on how Ryder’s comfortable

trucks and helpful services could make the move easier. It also included a discount

coupon for Ryder supplies—like furniture pads and locks—that consumers could

FTD’s website encourages a direct response from consumers, starting with a personalized calendar where the customer can enter dates

for important flower-giving occasions. Similarly, Campbell’s Soup encourages consumers to sign up to receive free recipes that are

e-mailed each week.