promotions part 1
TRANSCRIPT
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Marketing Mix:Promotion Part 1BUSI-141 Principles of MarketingProfessor Conrad
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What We Will Cover Today• What is Promotions• Integrated Marketing Communications (IMC)• The Communication Model• Traditional Promotional Mix• Promotional Planning• Sales Promotions
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What is Promotions? (pg 398-400)
• Coordination of marketing communication efforts to influence attitudes or behavior• Performs one or more roles:• Informs• Reminds• Persuades• Builds
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Integrated Marketing Communications (IMC)
• Plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences
• Because consumers come in contact with a brand in many different ways, all messages must be the same to avoid confusing the consumer
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Find Examples of IMC
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Communication Environment
NOISE
Pgs. 400 - 402
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The Traditional Promotional Mix (pgs 402 – 403)
Advertising Sales Promotions
Public Relations
Personal Selling
Direct Marketing
Word of Mouth
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Promotional Planning (pgs. 404 – 409)
Identify Target Audience
Establish Objectives
Set Budget
Design Mix
Evaluate
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Sales Promotions (pgs 428 – 431)
• Programs that marketers design to build interest in or encourage purchase of a good or service during a specified period
• Paid promotion• More useful to meet an immediate objective• Needed due to • Shift in power in channels (Walmart)• Decreased customer loyalty
• Two categories• Consumer-oriented• Trade-oriented
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Sales Promotions (pgs
428 – 431)
Consumer Sales
Promotions
Price Based• Coupons• Price Deals• Rebates/Refunds• Frequency programs• Special/bonus packs
Attention-Getting• Contests/Sweepstakes• Premiums• Sampling
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Find Examples of Consumer Sales Promotions
CouponsLoyalty Program
Rebates/RefundsPrice-OffContest/SweepstakesBonus Packs
Premiums
Samples