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www.mhhe.com/fourps
CHAPTER FOURTEENCHAPTER FOURTEEN
For use only withPerreault/Cannon/McCarthy or Perreault/McCarthy texts.© 2008 McGraw-Hill Companies, Inc.McGraw-Hill/Irwin
Promotion –Introduction to Integrated Marketing Communications
Promotion –Introduction to Integrated Marketing Communications
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When we finish this lecture you should
1. Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning.
2. Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods.
3. Understand the importance of promotion objectives.
4. Know how the communication process affects promotion planning.
5. Know how direct-response promotion is helping marketers develop more targeted promotion blends.
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When we finish this lecture you should
6. Understand how customer-initiated interactive communication is different.
7. Know how typical promotion plans are blended to get an extra push from middlemen and help from customers in pulling products through the channel.
8. Understand how promotion blends typically vary over the adoption curve and product life cycle.
9. Understand how to determine how much to spend on promotion efforts.
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Marketing Strategy Planning Process
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Promotion and Marketing Strategy Planning(Exhibit 14-1)
CH 16: Advertising & CH 16: Advertising & Sales Promotion Sales Promotion
Promotion Promotion methodsmethods
Managing Managing promotionpromotion
Effective Effective communicationcommunication
Blending Blending promotion promotion
CH 15: Personal CH 15: Personal Selling and Customer Selling and Customer ServiceService
CH 14: Promotion Intro. To Integrated Marketing Communications
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Mass SellingMass SellingMass SellingMass Selling
Personal SellingPersonal SellingPersonal SellingPersonal Selling
Several Promotion Methods Are Available
Sales PromotionSales Promotion
PROMOTIONPROMOTION
METHODSMETHODSAdvertisingAdvertising PublicityPublicity
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Sales Promotion Tries to Spark Immediate Interest(Exhibit 14-2)
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Sales Promotion
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Sales Promotion Managers
Sales Promotion Managers
Sales Promotion Managers
Sales Promotion Managers
Advertising Managers
Advertising ManagersAdvertising Managers
Advertising ManagersSales ManagersSales ManagersSales ManagersSales Managers
Someone Must Plan, Integrate, and Manage the Promotion Blend
Marketing Mangers
Marketing Mangers
IntegratedMarketing
Communications
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PersuadingPersuading
InformingInformingInformingInforming
PersuadingPersuading
Which Method to Use Depends on Promotion Objectives
RemindingReminding
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© 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Reminding May Be Enough
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Promotion Objectives Relate to the Adoption Process and AIDA Mode (Exhibit 14-3)
Promotion Objectives
Adoption Process
AIDA Model
Informing
Awareness
Interest
Attention
Interest
Persuading
Evaluation
Trial Desire
Reminding
Decision
Confirmation Action
{{
}}
}}
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© 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Interactive Exercise: AIDA
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Promotion Requires Effective Communication (Exhibit 14-4)
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Encoding & Decoding Depend on a Common Frame of Reference (Exhibit 14-5)
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© 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Encoding and Decoding
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The Message Channel and Noise Are Important Too (Exhibit 14-4)
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Integrated Direct-Response Promotion Is Very Targeted
Target DirectlyWith a DatabaseTarget Directly
With a DatabaseTarget Directly
With a DatabaseTarget Directly
With a Database
More Than Direct Mail
More Than Direct MailMore Than Direct Mail
More Than Direct Mail
Ethical ConcernsEthical Concerns
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The Customer May Initiate the Communication Process (Exhibit 14-6)
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Ron Popeil has been a pioneer in the use of direct-response television “informercials.” Over the years his infomercials have promoted many products, including the Showtime Rotisserie Barbecue, a food dehydrating machine, and the world-famous “Veg-O-Matic.” The chief advantage of the infomercial is that it provides plenty of time to describe and demonstrate a product’s benefits in detail.The choice of the infomercial is related mainly to the _________ element of the communication process.
A. message channelB. encodingC. decodingD. feedbackE. noise
Checking your knowledge
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How Typical Promotion Plans Are Blended and Integrated (Exhibit 14-7)
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Other Promotional Elements of Pushing
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Pulling – Demand Pulls the Product through the Channel (Exhibit 14-7)
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An Example of Pulling
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Fido, Inc. is a producer of dog food and is getting ready to introduce a new brand. The firm’s marketing research department learns that a competitor is planning to launch another brand about two weeks after Fido’s launch. Fido’s marketing department quickly mails a set of dated coupons to several thousand consumers in a purchased database of dog owners, encouraging them to ask for the new Fido brand in their favorite store and to stock up on the new brand using the coupons. This is an example of:
A. pulling.B. noise.C. pushing.D. encoding.E. decoding.
Checking your knowledge
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Adoption Processes Can Guide Promotion Planning (Exhibit 14-8)
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Appeal for Innovators
Because life is too short to waste time. Wouldn’t it be nice if
your refrigerator could do your
shopping on the Internet?
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© 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Stimulating Adoption of an Image
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Promotion Blends Vary Over the Life Cycle
““This new This new idea is good”idea is good”
““Our brand is Our brand is best”best”
““Our brand is Our brand is better, really”better, really”
““Let’s tell Let’s tell those who those who
still want our still want our product”product”
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Nature of Competition Requires Different Promotion
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Budgeting from Uncommitted Resources
Budgeting from Uncommitted Resources
Budgeting from Uncommitted Resources
Budgeting from Uncommitted Resources
Budgeting by Sales UnitBudgeting by Sales UnitBudgeting by Sales UnitBudgeting by Sales Unit
Matching the CompetitionMatching the CompetitionMatching the CompetitionMatching the Competition
Percentage of SalesPercentage of SalesPercentage of SalesPercentage of Sales
Setting the Promotion Budget
Task MethodTask Method
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You now
1. Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning.
2. Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods.
3. Understand the importance of promotion objectives.
4. Know how the communication process affects promotion planning.
5. Know how direct-response promotion is helping marketers develop more targeted promotion blends.
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You now
6. Understand how customer-initiated interactive communication is different.
7. Know how typical promotion plans are blended to get an extra push from middlemen and help from customers in pulling products through the channel.
8. Understand how promotion blends typically vary over the adoption curve and product life cycle.
9. Understand how to determine how much to spend on promotion efforts.
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• Promotion
• Personal selling
• Mass selling
• Advertising
• Publicity
• Sales promotion
• Sales managers
• Advertising managers
• Public relations
• Sales promotion managers
• Integrated marketing communications
• AIDA model
• Communication process
• Source
• Receiver
• Noise
• Encoding
• Decoding
• Message channel
• Pushing
Key Terms
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• Pulling
• Adoption curve
• Innovators
• Early adopters
• Early majority
• Late majority
• Laggards
• Nonadopters
• Primary demand
• Selective demand
• Task method
Key Terms