promotion mix 02 04 09
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46h2. april 2009
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The 4 P’s: Product Price Place/distribution Promotion/communication
▪ People or staff▪ Physical (presence/location/decoration)▪ Process
mandag 10. april 2023
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Budget Mix
Advertising Sales Promotion PR
▪ Sponsoring
Individual sale Direct Marketing
Online Marketing
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What can we afford (It all ends up here…)
Percentage of salesCompared to competitorsObjectives and activities
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Advertising Budget
Stage in PLC
Product Differentiation
AdvertisingPressure
CompetitionSituation
Market Share
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Communication Objectives
•Stimulate demand•Create attention•Create Awareness•Establish Brand Position
•Defend Brand Position•Establish Preference and loyalty
•Keep high level of awareness•Defend Brand Pos.•Loyalty Programmes•Increase client satisfaction
•Tell about impro- vements/changes•New ways of use•Refresh brand knowledge•Attract new clients
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Initiator
Consumer
Buyer
Decision-maker Influent
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Involvement factor
High involvement
Low involvement
Brand differientation
Great difference between brands
Extensive decision
Impulse buying
Little difference between brands
Limited decision Routine response
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Economic riskFunctional riskPhysical riskSocial riskPsychological risk
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Consumers market B2B market
Advertising
Relative importance
Sales Promotion Direct Marketing
Individual sale
PRPR
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Promotion
Pull Strategy
Push Stratgy
Promotion
Promotion
Demand DemandProducer
Producer
Resellers
ResellersDemandDemand
Consumers
Consumers