chapter 16 promotional planning. promotion communication that informs, persuades and reminds...
TRANSCRIPT
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Chapter 16Promotional Planning
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PromotionCOMMUNICATION
that informs, persuades and reminds potential customers of a product in order to influence their opinion or elicit a response
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Overall Marketing Objectives
Overall Marketing Objectives
Marketing Mix• Product• Place• Promotion• Price
Marketing Mix• Product• Place• Promotion• Price
Target MarketTarget Market
Promotional Mix
• Advertising• Public Relations• Sales Promotion• Personal Selling
Promotion Plan
Promotional Mix
• Advertising• Public Relations• Sales Promotion• Personal Selling
Promotion Plan
The Role of Promotionin the Marketing Mix
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The Elements of PromotionAdvertisingInformative or
persuasive message carried by a non-personal medium.
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The Elements of PromotionPersonal selling:Person-to-person
interaction with buyer or seller.
Purpose: to persuade buyer to accept a point of view
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The Elements of PromotionPublicity:Message about a
product not paid for by a sponsor.
Public Relations:Activities involved in
actively seeking publicity.
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The Elements of PromotionSales Promotion:Promotional activities
intended to stimulate buyer purchases or dealer effectiveness.
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CommunicationCommunication The process by
which we exchange or share meanings through a common set of symbols.
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Categories of CommunicationCategories of
Communication
InterpersonalCommunicationInterpersonal
CommunicationMass
CommunicationMass
Communication
Marketing Communication
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NoiseNoise
SenderSender EncodingMessageEncodingMessage
FeedbackChannel
FeedbackChannel
MessageChannel
MessageChannel
DecodingMessage
DecodingMessage ReceiverReceiver
The Communication Process
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The Impact of Blogging
CorporateBlogs
CorporateBlogs
Sponsored by a company or one of its brands and maintained by one or more of the company’semployees.
Sponsored by a company or one of its brands and maintained by one or more of the company’semployees.
NoncorporateBlogs
NoncorporateBlogs
Independent and not associated with the marketing efforts of anyparticular company or brand.
Independent and not associated with the marketing efforts of anyparticular company or brand.
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InformingInforming RemindingReminding
PersuadingPersuading
TargetAudienceTarget
Audience
Goals and Tasks of Promotion
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Goals and Tasks of Promotion
InformingInforming RemindingReminding
PersuadingPersuading
TargetAudienceTarget
Audience
PLC StagesPLC Stages:Introduction Early Growth
PLC Stages:PLC Stages:Growth Maturity
PLC Stages:PLC Stages:Maturity
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AIDA ConceptAIDA ConceptModel that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
The AIDA Concept
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15
The AIDA Concept
Action
Desire
Interest
Attention Cognitive (thinking)
Affective (feeling)
Conative (doing)
Online
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Nature of the productNature of the product
Stage in PLCStage in PLC
Target market factorsTarget market factors
Type of buying decisionType of buying decision
Promotion fundsPromotion funds
Push or pull strategyPush or pull strategy
Factors Affecting the Choice of Promotional Mix
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Light Advertising; pre-introductionpublicity
Heavy use of Advertising;PR forawareness;sales promotionfor trial
AD/PRdecrease;limited sales promotion; personal selling fordistribution
Ads decrease;sales promotion;personal selling;reminder & persuasive
Advertising, PR, brandloyalty;personal selling fordistribution
IntroductionIntroduction GrowthGrowth
MaturityMaturityDeclineDecline
Sale
s (
$)
Sale
s (
$)
TimeTime
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Advertising
Sales PromotionRoutineRoutine
Personal Selling
Neither Routinenor Complex
Neither Routinenor Complex
Advertising
Public Relations
Print AdvertisingComplexComplex
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Trade-offs with funds available
Number of people in target market
Quality of communication needed
Relative costs of promotional elements
Available Funds
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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
Orders to manufacturer
Manufacturerpromotes to
consumer
Manufacturerpromotes to
consumer
Consumer demands product
from retailer
Consumer demands product
from retailer
Retailer demands product
from wholesaler
Retailer demands product
from wholesaler
Wholesaler demands
product frommanufacturer
Wholesaler demands
product frommanufacturer
Orders to manufacturer
PULL STRATEGY
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IntegratedMarketing
Communications
IntegratedMarketing
Communications
The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.
Integrated Marketing Communications