Promotional Concepts & Strategies 17.1 Promotional Mix 17.2 Types of Promotion.
Promotional Mix Powerpoint.ppt
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Promotional MixPromotion LAP 1
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Objectives
A. Describe the elements of the
promotional mix.
B. Explain factors affecting the selection
of a promotional mix.
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Objective A
Describe the elements of the
promotional mix.
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Purposes of Promotion
To tell consumers about a companys
Goods
Services
Images
Ideas
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Purposes of Promotion
To persuade consumers to buy
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Promotions Recipe
for Success:Mix various
communication
activities together andserve to potential
customers until desired
outcome is achieved.
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The Top 5Airlines!
Traveler Magazine
FlynnThe bikes
the pros
use.
25% Off
Coupon
Advertising
Personal selling
Publicity Sales promotion
Communication Techniques
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The Combination, or Blend, of Marketing
Communication Channels Is Called the...
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Advertising
Any paid form of nonpersonal presentation of ideas,
images, goods, or services
The most visible element of the promotional mix
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The New Barchetta
Actual cost of advertisement isquite high.
Since many people receive themessage, the per contact cost
is very low.
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GoodsServicesImagesIdeas
The Vet for YourPet
At Techco,
werefriendly to
ourcustomersand the
environment.
Say No to Drugs.Diamonds from
Desmonds
Jewelers are a girls
best friend.
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Advertising
Messages can be delivered by:
Television
Radio
Newspapers
Magazines
Direct mail
Outdoor advertisements Directories
The Internet
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Personal Selling
Determines client needs/wants and responds through
planned, personalized communication that influences
purchase decisions and enhances future business
opportunities
Are you planning
on replacing all
of your computers
at once?
My budget wont
allow me to replace
them all at once,
but I want them to
be compatible.
You might wantto consider leasing
computers. You can
get free service
and upgrade to a
newer model whenever
you want!
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Selling Advantages
Immediate feedback
Flexibility
I like the sound
of this stereo,
but I think its alittle large for
my dorm room.
We do carry a
bookshelf model
with similarsound quality.
Selling Disadvantage
On a per contact basis,selling is the most expensive
form of promotion.
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Publicity
Any nonpersonal presentation of ideas, goods, orservices that is not paid for by the company or
individual which benefits from or is harmed by it
Many consumers pay close attention to publicity. Feel publicity has more credibility because it is not a
commercial message
View publicity as news
Example: Mention of a companys charitable activities
in print or broadcast media
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Ways the Internet Can Be Usedas a Source of Publicity
A company web site can be used to obtain and display
positive feedback.
Tae-Bo has really changed my life. Ive lostweight, toned-up, and feel better than ever.
-Susie Wells, CA
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Ways the Internet Can Be Usedas a Source of Publicity
A businesss goods, services, or web site might be mentioned in an
Internet newsgroup.
OnlineNews.com
Car shopping on the webBuying a car on the web just got
easier! Autobytel.com will help you
get the financing, pick out the model,
color and extras. Then they provide a
quote from a local dealer. All at the
touch of a keypad.
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Ways the Internet Can Be Usedas a Source of Publicity
A company might agree to provide a link to another businesss web
site in exchange for the same consideration.
LINK TO ACME.COMLINK TO ACME.COM
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Sales Promotion
Promotional activities other than advertising, personal
selling, and publicity which stimulate purchases
Sales promotion activities include:
Visual merchandising or displaysCouponsProduct demonstrationsInstant rebatesFree samplesFashion showsContestsNovelty itemsTrade showsExhibits
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Importance
of thePromotional
Mix
Plays a key role in
obtaining and keepingcustomers
Enables businesses to
communicate effectivelywith customers
Informs consumers about
goods/services and
persuades them to buy
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Objective B
Explain factors affecting the
selection of a promotional mix.
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Marketers Try To Create the
Ideal Blend of Promotional
Activities for Their Businesses.
Must decide which methods will
best reach potential customers and
communicate desired message
Advertising
Personalselling
Publicity
Sales
promotion
Hard to determine effectiveness of the
different promotional methods
No magic formula that
marketers use to helpdesign promotional mix
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Factors Affecting the Selection of a
Promotional Mix
Products target
market
Good, service,
image, or idea
Distribution
channels
Products
company
Must be carefully
analyzed before
marketers decide whenand where to invest
promotional funds
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Good, Service, Image, or Idea
Convenience goods Shopping goods
Specialty goods
Type of product
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Good, Service, Image, or Idea
Product nature
Products which are
high-tech, require
demonstration, are
expensive, or require
installation should bepromoted through
personal selling.This computer is
perfect for you. It
has all the softwarepre-installed and a
left-handed mouse!
Inexpensive and
self-service products
can rely on advertising
and sales promotion.
10% OFFon all small
appliances
HARRYS
HARDWARE
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Introductory
Growth
Maturity
Declining
Good, Service, Image, or Idea
Stage of life cycle
When you are on-the-go
its Breakfast-To-Go
Each pocket provides
you a delicious
breakfast in just
two minutes!
New andImproved!
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Products Target Market
vs.ConsumerMarket
Industrial
Market
Type of Consumer
Advertising
Sales Promotion
Publicity
Personal Selling
Number of Consumers
Few
Consumers
Many
Consumers
Geographical Location
Close
Together
Spread
Over a
Wide Area
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Distribution Channel
The promotionalmix selection is
affected by thepath that aproduct takes.
INTERMEDIARY BLVD. DIRECT AVE.
Requires personal sellingRequires personal
selling and advertising
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Businesses often rely on previous
use of promotional methods.
Products Company
1960 20001980
Historical Perspective
1970 1990
Think small. Less flower. More power.
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Products Company
Available Funds
Wal-Mart started as one small
store in Arkansas. In Wal-Marts
early years, local newspaperadvertising and personal selling
were all that the small company
could afford.
Today, the Wal-Mart corporation
has increased its promotional mix
to include television, radio,newspapers, special sales bulletins,
and a Wal-Mart web site in order
to promote its national network.
Example:
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Products Company
Tonys Pizza
Kids eat
free!
Anges Pizza
Free kids
meals!
Competing businesses use similar promotional
mixes and tend to follow the leader.
Competition
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MarkED
Acknowledgements
Original DeveloperChristopher C. Burke, MarkED
Version 1.0
Copyright 2000MarkED Resource Center
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Digital-based photography sources:
ADOBE IMAGE LIBRARY;RetailObj. A: #RET_050
Photos copyright Eyewire Inc.833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada
ART EXPLOSION 250,000;Obj. A: #MODEL005
Nova Development Corporation23801 Calabasas Road, Suite 2005Calabasas, CA 91302
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Digital-based photography sources:
PHOTODISC, INC.;Business & Occupations Vol. 7Obj. A: #7067
Photos copyright PhotoDisc, Inc.2013 Fourth Ave., Seattle, WA 98121
T/Maker Company;ClickArtObj. A: #PRFTOT007
Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA
94041; tel. (415) 962-0195. Copyright 1994, all rights reserved. ClickArt is aregistered trademark of T/Maker Company. ClickArt Images copyright 1984-1994 by T/Maker Company. All rights reserved.
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Copyright:All photographic digital images on this CD are owned by the
aforementioned photographic resources or their licensors and
are protected by the United States copyright laws, international
treaty provisions, and applicable laws. No title to or intellectualproperty rights to the images on this CD are transferred to you.
These sources retain all rights and are not to be used, digitally
copied, transferred, or manipulated in any way. To do so is a
violation of federal copyright laws.
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