1

Part Seven : Promotion Strategy

Part Seven : Promotion Strategy

( Chapter14-Chapter16)( Chapter14-Chapter16)

2

•

MarketingCommunications

mix(Promotion mix)

MarketingCommunications

mix(Promotion mix)

AdvertisingAdvertising

Personal sellingPersonal selling

Sale promotionSale promotion

Public relations Public relations

CustomerCustomer

Direct marketingDirect marketing

Promotion Mix (P.427)

3

Integrated marketing communications (IMC)（整合营销传播） (P.427)

The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

4

Consistent,clear,andcompelling company

and productMessages.

Consistent,clear,andcompelling company

and productMessages.

AdvertisingAdvertising Personalselling

Personalselling

Salespromotion

Salespromotion

Publicrelations

Publicrelations

Directmarketing

Directmarketing

Carefully blended mix of promotion tools

Integrated marketing communications(P.430)

5

Elements in the communication process (P.431)

•

Sender Sender Receiver Receiver Encoding Encoding Decoding Decoding

Media Media

Message Message

Feedback Feedback ResponseResponse

Noise Noise

Sender’s field of experience Receiver’s field of experience

6

Steps in Developing Effective Communication

Identifying the Target AudienceIdentifying the Target Audience

Determining the communication objectives

Determining the communication objectives

Designing a MessageDesigning a Message

Choosing MediaChoosing Media

Selecting the Message SourceSelecting the Message Source

Collecting FeedbackCollecting Feedback

7

Set the objectives by the buyer-readiness stages (P.432)

AwarenessAwareness

KnowledgeKnowledge

LinkingLinkingPreference Preference

ConvictionConviction

PurchasePurchase

知晓 认识 喜欢 偏爱 确信 购买

8

Designing a message

Message contentMessage content

Message structure& Message format

Message structure& Message format

What to say?What to say?

How to say?How to say?

9

Choosing media

Personalcommunication

channel

Personalcommunication

channel

Word-of-mouthinfluence

Word-of-mouthinfluence

Non-personalcommunication

channel

Non-personalcommunication

channel

10

Factors in Setting the Promotion Mix

• 1. Type of product / market;• 2. Push versus pull strategy;• 3. Buyer readiness stage.• 4. Product life-cycle stage.

11

Push versus pull promotion strategy (P.444)

• ProducerProducer Retailer &

wholesalers

Retailer &wholesalers ConsumersConsumers

ProducerProducer Retailer &wholesalers

Retailer &wholesalers

ConsumersConsumers

Producermarketingactivities

Resellermarketingactivities

DemandDemand

Producer marketing activities

Push strategy

Pull strategy

12

Integrating the promotion mix (P.444-445)

Audit the pockets of communications spending throughout the organization Audit the pockets of communications spending throughout the organization

Identify all contract points for the company & its brandsIdentify all contract points for the company & its brands

Team up in communications planningTeam up in communications planning

Create compatible themes,tones,and quality across all cm. mediaCreate compatible themes,tones,and quality across all cm. media

Create performance measures that are shared by all cm. mediaCreate performance measures that are shared by all cm. media

Appoint a director responsible for the company’s persuasive cm. effort Appoint a director responsible for the company’s persuasive cm. effort

Analyze trends that can affect the company’s ability to do business Analyze trends that can affect the company’s ability to do business

13

• Direct Marketing ( 直复营销）• Marketing through various advertising medi

a that interact directly with consumers, generally calling for the consumer to make a direct response.

• Direct sales(直销）• Selling goods to consumers without any mi

ddleman.

14

Advertising major advertising decisions (P.455)

•

Objective setting

Objective setting

Budgetdecisions

Budgetdecisions

Messagedecisions

Messagedecisions

Media decisions

Media decisions

Campaignevaluation

Campaignevaluation

15

•

Informativeadvertising

Informativeadvertising

Persuasiveadvertising

Persuasiveadvertising

Comparisonadvertising

Comparisonadvertising

Reminderadvertising

Reminderadvertising

Advertisingobjectives

Advertisingobjectives

16

•

Advertising budget

decision

Advertising budget

decision

AffordableAffordable

Percentage-of sales

Percentage-of sales

Objective -and task

Objective -and task

Competitive parity

Competitive parity

17

• Advertising Evaluation

Copy testing

Copy testing

Pretesting Pretesting

Posttesting Posttesting

Direct rating Direct rating

Portfolio tests Portfolio tests

Laboratory testsLaboratory tests

Recall testsRecall tests

Recognition testsRecognition tests

18

Sales Promotion

• Major objects of sales promotion• Major objects of sales promotion

Consumer promotion

Consumer promotion

Tradepromotion

Tradepromotion

Sales force promotion

Sales force promotion

19

Sales-promotion Tools

• Consumer-Promotion ToolsConsumer-Promotion Tools

Samples Samples Coupons Coupons Cash refundsCash refunds

Price packsPrice packs Premiums Premiums

Patronage reward

Patronage reward

Contests Contests

POPPOP

SweepstakesSweepstakes

Advertising specialties

Advertising specialties

Demonstrations Demonstrations

Games Games

20

• Trade-Promotion ToolsTrade-Promotion Tools

Price-offsPrice-offs Allowance Allowance

Buy-backguarantees

or free goods

Buy-backguarantees

or free goods

21

• Business-Promotion ToolsBusiness-Promotion Tools

Conventions Conventions Trade showsTrade shows Sales contestsSales contests

22

• Public Relations :

• Build good relations with the company’s various publics ,building up a good “corporate image”and handling or heading off unfavorable rumors,stories and events.

• Publicity :

• Activities to promote a company or its products by planting news about it in media not paid for by the sponsor.

23

Personal Selling

Salesperson : An individual acting for a company by performing one or more of the following activities:

• prospecting, communicating,

• servicing information gathering.

24

Managing the Sales Force

Designing salesforce strategyand structure

Designing salesforce strategyand structure

Recruiting andselecting

salespeople

Recruiting andselecting

salespeople

Trainingsalespeople

Trainingsalespeople

Compensatingsalespeople

Supervisingsalespeople

Evaluatingsalespeople

25

•

Sales forcestructure

Sales forcestructure

Territorial salesforce structure

Territorial salesforce structure

Product salesforce structure

Product salesforce structure

Customer sales force structure

Customer sales force structure