Академический Документы
Профессиональный Документы
Культура Документы
Marketing Communications
Chapter 14
Learning Objectives
1. Discuss the role of promotion in the
marketing mix.
promotional mix.
Combination of promotion
Advertising
tools used to reach the
Public Relations
target market and fulfill
Personal Selling
the organization’s
Sales Promotion
overall goals.
2
Promotional Mix
Advertising
Sales Promotion
2
Advertising
Impersonal, one-way
___________________
___________________
or organization that is
paid for by a marketer.
2
Advertising Media
Traditional Electronic
Advertising Media Advertising Media
Television Internet
Radio Computer modems
Newspapers Fax machines
Magazines
Books
Direct mail
Billboards
Transit cards
2
Advertising
Advantages Disadvantages
Ability to reach large Total cost is high
number of people
Can be micro-targeted
2
Public Relations
The marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public
may be interested in, and
executes a program of action
to earn public understanding
and acceptance.
2
Public Relations
Functions of
Public Relations
Executes
Evaluates public
programs to
attitudes
“win” public
Identifies areas
of public interest
2
Publicity
Public information
about a company, good,
or service appearing in
the mass media as a
news item.
2
Sales Promotion
Marketing activities--other
than personal selling,
advertising, and public
relations--that stimulate
consumer buying and
dealer effectiveness.
2
Sales Promotion
3 Sales Promotion
Targets
End Company
Consumers Employees
Trade Customers
2
Sales Promotion
Free samples
Contests
Premiums
Trade Shows
Popular Tools
for Vacation Giveaways
Consumer Sales
Promotion Coupons
2
Personal Selling
Planned presentation to
one or more prospective
buyers for the purpose
of making a sale.
3
Communication
Categories of
Communication
Interpersonal Mass
Communication Communication
3
The Communication Process
As Senders As Receivers
Message
Channel
3
Characteristics of Advertising
Advertising
Target
Audience
Persuading
4
Goals and Tasks of Promotion
Informing Reminding
PLC Stages:
Growth
Maturity Persuading
4
Goals and Tasks of Promotion
Informative Objective
• Increase awareness
Interest
Attention
5
AIDA and the Promotional Mix
Awareness Interest Desire Action
Stage in PLC
Product characteristics
– Business product vs. consumer product
Social risk
6
Stage in the Product Life Cycle
Maturity
Sales ($)
Time
Product Life Cycle and the 6
Promotional Mix
Maturity
Sales ($)
Decline
Introduction Growth
Time
Light Heavy use of Advertising, Ads AD/PR
Advertising, advertising, PR, Brand decrease. decrease
pre- PR for loyalty Sales Limited
introduction awareness; Personal Promotion, Sales
Publicity sales Selling for Personal Promotion,
promotion distribution Selling Personal
for trial Reminder & Selling for
Persuasive distribution
6
Target Market Characteristics
FOR:
Widely scattered
market
Informed buyers
Repeat buyers
Advertising
Sales Promotion
Orders to manufacturer
PULL STRATEGY
Consumer Retailer Wholesaler
Manufacturer
demands demands demands
promotes to
product product product from
consumer
from retailer from wholesaler manufacturer
Orders to manufacturer
Integrated Marketing 7
Communications
A method of carefully
coordinating all
promotional activities to
produce a consistent,
unified message that is
customer focused.
7
IMC Popularity Growth