Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

14. Promotion −
    Introduction to Integrated
    Marketing
    Communications

Text © The McGraw−Hill

Companies, 2002

to get a positive halo that would

improve the image and sales of

other cars in the line. In addition,

top management wanted the new

design to cut costs and use capac-

ity by sharing parts with other

products_like the Dodge Neon, a

not-so-populareconomy sedan. By

the way, Chrysler also wanted the

new vehicle to qualify as a truck to

help meet government gas

mileage requirements for its

truck line. That’s a tall order,

but out of this porridge came

the idea for the PT Cruiser, a

big marketing success.

The PT Cruiser’s unique

retro-look styling played a big

role in generating baby-boomer

390

Chapter Fourteen

Promotion—

Introduction to

Integrated Marketing

Communications

390

When You
Finish This Chapter,
You Should

1.Know the advan-
tages and disadvan-
tages of the promotion
methods a marketing
manager can use in
strategy planning.

2.Understand the
integrated marketing
communications
concept and why
most firms use a
blend of different pro-
motion methods.

3.Understand the
importance of promo-
tion objectives.

4.Know how the
communication
process affects pro-
motion planning.

5.Understand how
direct-response pro-
motion is helping
marketers develop
more targeted promo-
tion blends.

6.Understand how
new customer-initiated
interactive communi-
cation is different.

7.Know how typical
promotion plans are
blended to get an
extra push from mid-
dlemen and help from
customers in pulling
products through the
channel.

8.Understand how
promotion blends
typically vary over the
adoption curve and
product life cycle.

9.Understand how
to determine how
much to spend on
promotion efforts.

10.Understand the
important new terms
(shown in red).

Chrysler’s new-product develop-

ment team faced a challenge. They

needed to come up with an exciting

vehicle that would generate a lot of

interest and draw consumers into

Chrysler showrooms. The objective

wasn’t just to sell the new car but

place

price

promotion

produc