A REVIEW OF: PROMOTION/IMC & ADVERTISING FRAMEWORKS.
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Transcript of A REVIEW OF: PROMOTION/IMC & ADVERTISING FRAMEWORKS.
A REVIEW OF:
PROMOTION/IMC &
ADVERTISING
FRAMEWORKS
REVIEW LEARNING OUTCOMELO2
Elements of the Promotional Mix
LO3
As Senders As Receivers
Develop messages
Adapt messages
Spot new communication opportunities
Inform
Persuade
Remind
Marketing Communication
Goals & Tasks of Promotion
LO4
InformingInforming RemindingReminding
PersuadingPersuading
TargetAudienceTarget
Audience
PLC StagesPLC Stages:Introduction Early Growth
PLC Stages:PLC Stages:Growth Maturity
PLC Stages:PLC Stages:Maturity
The AIDA ConceptLO5
Model that outlines the process for
achieving promotional goals in
terms of stages of consumer
involvement with the message.
AttentionInterestDesireAction
AttentionInterestDesireAction
AIDA ConceptAIDA
Concept
The AIDA ConceptLO5
http://www.nascar.comhttp://www.kelloggs.com
Online
Action
Desire
Interest
Attention Cognitive (thinking)
Affective (feeling)
Conative (doing)
REVIEW LEARNING OUTCOMELO5
The AIDA Concept
LO6 Type of Buying Decision
Advertising
Sales PromotionRoutineRoutine
Personal Selling
Neither Routinenor Complex
Neither Routinenor Complex
Advertising
Public Relations
Print AdvertisingComplexComplex
LO6 Push and Pull Strategies
Manufacturerpromotes to wholesaler
Manufacturerpromotes to wholesaler
Wholesaler promotes to
retailer
Wholesaler promotes to
retailer
Retailer promotes toconsumer
Retailer promotes toconsumer
Consumerbuys from
retailer
Consumerbuys from
retailer
PUSH STRATEGY
CHANNEL Orders to Manufacturer
Manufacturerpromotes to
consumer
Manufacturerpromotes to
consumer
Wholesaler demands
product frommanufacturer
Wholesaler demands
product frommanufacturer
CUSTOMER Orders Through Channel to Manufacturer
PULL STRATEGY
Retailer demands product
from wholesaler
Retailer demands product
from wholesaler
Consumer demands product
from retailer
Consumer demands product
from retailer
Product Advertising
LO2
PioneeringPioneeringPioneeringPioneering Stimulates primary demand for new
product or category Used in the PLC introductory stage
CompetitiveCompetitiveCompetitiveCompetitive Influences demand for brand in the
growth phase of the PLC Often uses emotional appeal
ComparativeComparativeComparativeComparative Compares two or more competing
brands’ product attributes Used if growth is sluggish, or if
competition is strong
Online
REVIEW LEARNING OUTCOMELO2
The Major Types of Advertising
Advertising Appeals
LO3
Profit
Health
Love or romance
Fear
Admiration
Convenience
Fun and pleasure
Vanity and egotism
Environmental Consciousness
Product saves, makes, or protects money
Appeals to body-conscious or health seekers
Used in selling cosmetics and perfumes
Social embarrassment, old age, losing health
Reason for use of celebrity spokespeople
Used for fast foods and microwave foods
Key to advertising vacations, beer, parks
Used for expensive or conspicuous items
Centers around environmental protection
Executing the Message
LO3
Mood or Image
Mood or Image
MusicalMusical
Demon-stration
Demon-stration
ScientificScientific
Real/AnimatedProductSymbols
Real/AnimatedProductSymbols
FantasyFantasy
LifestyleLifestyleSlice-of-LifeSlice-of-Life
HumorousHumorous
Spokes-person/
Testimonial
Spokes-person/
Testimonial