Marketing Management

Promotion

Dr Paul Harrigan

Week 10, 6 October

Week Date Topic Assessment
1 28 July Introduction to Marketing
2 4 August Marketing environment
3 11 August Market research Tutorial exercise 1
4 18 August Consumer behaviour Tutorial exercise 2
5 25 August Business buying behaviour Tutorial exercise 3
6 1 September Segmentation, targeting and positioning Tutorial exercise 4
7 8 September Product Mid-semester MCQ
8 15 September Services Marketing
9 22 September Price
Week off
10 6 October Promotion
11 13 October Place Team presentation
12 20 October International marketing Team presentation
13 27 October Summary
8 – 22 November Exam
 Workshop outline

Time Activity
2.00-2.35pm Lecture
2.35-2.40pm Break
2.40-2.45pm Summary MCQs
2.45-3.00pm Guest 1 – Marketing graduate
3.00-3.15pm Guest 2 – Marketing graduate
3.15-3.20pm Workshop registration
 Lecture content

• Explain promotion and its role in the marketing mix

• Understand integrated marketing communications and the major elements of

the promotion mix

• Describe different types of advertising and the steps in creating an

advertising campaign

• Outline the role of public relations in promotion

• Discuss a range of marketing communication options additional to the

traditional promotion mix
Book page 305
 What is promotion?

• Promotion = marketing communication

• Promotion is the marketing activities that make potential customers, partners

and society aware of and attracted to the business’ offerings

• Communication can be through advertising, public relations, sales

promotions and personal selling

• Together these form Integrated Marketing Communications (IMC)

Book page 307

Noise

Book page 308

 Objectives of promotion

• Inform

• Educate

• Persuade

• Aimed at both potential and existing customers

Book pages 310-311

 Integrated marketing communications

• IMC is the coordination of promotional efforts to maximise the

communications effect

• Includes:

– Advertising

– Public relations

– Sales promotion

– Personal seeling

Book page 313

 Push or pull

• A push policy is an approach in which a product is promoted to the next

organisation down the marketing distribution channel

• A pull policy is an approach in which a product is promoted to consumers to

create demand upward through the marketing distribution channel

Book page 317

 Advertising

• Advertising is the transmission of paid messages about an organisation, brand

or product to a mass audience

• The advertising industry is worth over $13 billion a year just in Australia

• It is cost-effective in that it can reach a large number of people

• However, effectiveness can be difficult to measure

• The trend is to move away from mass-advertising, just like mass-marketing

Book page 313

Top advertisers in Australia

Book page 314

 Advertising steps

• Understand the market environment

• Know the target market

• Set specific objectives

• Create the message strategy

• Allocate resources

• Produce the advertisement

• Place the advertisement in media

• Evaluate the campaign

Book pages 319-326

 Advertising media

• Television

• Radio

• Internet

• Email

• Newspaper

• Magazine

• Direct mail

• Outdoor media

Book pages 323-324

Advertising media

Book page 314

Advertising media
Advertising ethics

Book pages 326-328

 Public relations

• PR is viewed as more credible than advertising

• It can inspire significant word-of-mouth communications and resultant

benefits

• However, the public are becoming more cynical of organisations’ true

motives

Book pages 330-332

 Newer forms of promotion

• Ambush marketing

– The presentation of marketing messages at an event that is sponsored by

an unrelated business or a competitor

• Guerilla marketing

– The use of an aggressive and unconventional marketing approach to grab

attention

Book pages 341-342

 Newer forms of promotion

• Product placement

– The paid inclusion of products in movies, television shows, video games,

songs and more

• Viral marketing

– The use of social networks to spread a marketing message

• Permission marketing

– Marketing that aims to build an ongoing relationship with customers

Book pages 342-345

 Lecture content

• Explain promotion and its role in the marketing mix

• Understand integrated marketing communications and the major elements of

the promotion mix

• Describe different types of advertising and the steps in creating an

advertising campaign

• Outline the role of public relations in promotion

• Discuss a range of marketing communication options additional to the

traditional promotion mix
Book pages 347-348
Break
Guest speaker series – Marketing graduates
 Workshop attendance

• Workshop attendance is worth 10%

• You have to register your attendance at each workshop to

get the marks

• Access Eventbrite software via LMS

• You need password, which is provided in class

• Registration location is also recorded