Chapt 12A - Promotion
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Transcript of Chapt 12A - Promotion
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PromotionPromotionPromotionPromotion (marketingmarketingmarketingmarketing
communicationscommunicationscommunicationscommunications) is concerned withcommunication between the sellerand the buyer.
Promotion includes advertising,sales promotion activities, publicity
or public relations, and theactivities of the sales force.
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1.1 Communicating with customers
DefinitionMarketing communicationsMarketing communicationsMarketing communicationsMarketing communications is the processof both informing and educating users and
dealers about the company, and ofinfluencing attitudes and behaviour.
Marketing communicationMarketing communicationMarketing communicationMarketing communication
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(Baker, The Marketing Book, 2003)
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Effectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalelement.element.element.element.element.element.element.element.
A sender
A receiver
A communication channel or medium
A feedback mechanism
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This simple model of communication can beThis simple model of communication can beThis simple model of communication can beThis simple model of communication can beThis simple model of communication can beThis simple model of communication can beThis simple model of communication can beThis simple model of communication can beused to show where failures in the processused to show where failures in the processused to show where failures in the processused to show where failures in the processused to show where failures in the processused to show where failures in the processused to show where failures in the processused to show where failures in the processcan cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.
A simple model of communicationA simple model of communicationA simple model of communicationA simple model of communication(Lancaster and Reynolds, Marketing made simple, 2002)
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Model of communication showing the salesperson as the senderModel of communication showing the salesperson as the senderModel of communication showing the salesperson as the senderModel of communication showing the salesperson as the sender(Cant and Heerden, Personal Selling, 2005)
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1.2 Push and pull strategies1.2 Push and pull strategies1.2 Push and pull strategies1.2 Push and pull strategies
Audience Message focus
Consumers, customers Products and services
Members of the marketingchannel, such as dealers
Products and services
All stakeholders, to raise The organisation
A pull effectpull effectpull effectpull effect is when customers ask for the brand byname, inducing retailers or distributors to stock up
with the companys goods. A push effectpush effectpush effectpush effect is targeted on getting the companys
goods into the distribution network.
the visibility of theorganisation
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Integrated marketing communication is a
management concept that is designed to make all
aspects of marketing communication such as
advertising, sales promotion, public relations.
Integrated marketing communication represents
all the elements of an organisations marketing mix
that favourably influence an organisations customers
or clients.
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SOST include SSSSituation, OOOObjectives, SSSStrategy,TTTTactics.
6Ms include: .
MMMMoney (budget).
MMMMachines (equipment).
MMMMaterials (samples, brochures).
MMMMinutes (time constraints). MMMMeasurement (against initial objectives).
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3.3.3.3. ADVERTISINGADVERTISINGADVERTISINGADVERTISING
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Any paid form of non-personal presentation and
or services by an identifiablesponsor.
By American Marketing association
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Promotion, especially advertising can be
seen as attempting to move consumersto move consumersto move consumersto move consumersto move consumersto move consumersto move consumersto move consumersalong a continuum stretching fromfromfromfromfromfromfromfromcomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product to
regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y . emodel is a simple example of thisapproach known as the hierarchy ofeffects model.
Awareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire Action
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DesiredDesiredDesiredDesiredDesiredDesiredDesiredDesired responseresponseresponseresponseresponseresponseresponseresponse AwarenessAwarenessAwarenessAwarenessAwarenessAwarenessAwarenessAwareness InterestInterestInterestInterestInterestInterestInterestInterest DesireDesireDesireDesireDesireDesireDesireDesire ActionActionActionActionActionActionActionAction
Effectivepromotion tool
Advertising Publicrelations
Salespromotion
Personalselling
Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle.
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To support sales increase
To encourage trial To create awareness
To inform about a feature or benefit
To remind To reassure
To create an image
To modify attitudes To gain trade and sales staff support
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Demographic
Geographic
Lifestyle variables
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Conveying information
Raising up consumer awareness
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Creating a desire for the product
Stimulating actual product
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Reminding consumers about the product
Reinforcing the knowledge held by potentialconsumers
Remind existing consumers of the benefits of
pro uct
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Differentiating the
brands fromcompetitors in theeyes of the
consumer. This is a particular
danger forcommodity goods,such as flour,sugar
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AboveAboveAboveAbove----thethethethe----linelinelinelineadvertising refers
to adverts in mediasuch as the press,radio, TV and
cinema
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BelowBelowBelowBelow----thethethethe----linelinelinelineadvertising mediainclude direct mail,
exhibitions,package, design,merchandising andso on.
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The objectives are to:
communicate certain Information about a product
highlight specific features of a product. Theconcept of USP ( unique selling proposition) byemphasizing a unique feature which appeals to acus omer nee .
build up a Brand or company image
reinforce Customer behavior
Influence dealers and resellers to stock the items
Achieve policy objective in the case of governmentadvertising
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4.4.4.4. SuccessfulSuccessfulSuccessfulSuccessful
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The content of an advertisement:
The ob ective of the advertisin
The motivation of the potential customer
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Distinctive and identifiable
mu a e emo ona uy ng
Consistency throughout sales operation
Co operation between advertising staff anall other activities in the company
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Definition:
An advertising agency advises its client on
the planning of a campaign and buys
advertising space in various media on
e a o ts c ent.
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a. From the media owners point of view: Reduce the number of organizations they have
to deal with Agencies are to conform to British Code ofAdvertising Practice in order to obtain theircommission
b. From the advertisers point of view: Specialized services Broader contacts
Expert advice Experience
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To take full advantage of the agencysservices, the advertisement manager of the
have working Knowledge of advertising
Be able to negotiate to achieve marketing
aimsTransmit whatever information to agency
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Sales and coverageof special researchagencies:
The press
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Television Magazines
Posters
Radios
Cinema
Internet
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5.1 The press5.1 The press include:include:Newspapers Advantages Disadvantages-reach large numbers of
people.
-Serious environment-Short copy lead times
-Some color availability
-short life
-advertising clutter
Re ional -Reader lo alt -Lack of leadershi data
newspapers
-High coverage ofgeographical area -Complex planning and buying
Consumer
magazines
-Precise targeting of special
interest groups
-Good color
-Long copy deadline
-Lack of immediacy
Business
magazines
Read closely
Directories Source pf reference on a
local basis
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Television is a dynamicmedia sector, undergoing
a period of rapid change.- Advantages : mass
market coverage; audio
visual; flexible by regionand flexible by time ofday;
- Disadvantages :
Expensive production;expensive airtime; somewastage passive; long
lead times 33
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Covers posters (roadsideand perimeter hoardings)
and transport(rail/airport/underground/buses/ taxis).
- Advantages : High impactawareness; flexible byregion; high audiencecoverage in urban areas
- Disadvantages :Long leadtimes; limited prime sites;possible vandalism; some
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- Advantages: Local
targeting; immediacy;
- low cost; high- frequency
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creativity; wallpapersyndrome
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Advantages Disadvanta
ges
Comment
-High -Production - Another
attent onspan-High impact
Regionalflexibility
expense-Lownational
coverage
supportmedium
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There are 2 main simple forms of Internet
for advertising and promotion:(a)(a)(a)(a) ElectronicElectronicElectronicElectronic mailmailmailmail (e-mail): the transferring of
messages and files to other computers anywhere in the,
(b)(b)(b)(b) WorldWorldWorldWorld Wide WedWide WedWide WedWide Wed (www) : the shopping windowto the world, the web pages and site that you view andinteract with on screen
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(c) EmailEmailEmailEmail: Is an flexible communications tool:
+easy to use+inexpensive
+can send messages, documents or files
directly from computer to computer+can edited on screen.
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Benefits for marketing from e-mail technology:+direct marketing activity
+ increase speed and efficiency in promotionprocesses
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(d) World WideWorld WideWorld WideWorld Wide WebWebWebWeb: is a huge potential for advertising+banner advertising to co-operative
advertising on individual websites
+online version of companys brochure orit may give more up-to-dateinformation on companys activities,
products and services
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