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A REVIEW OF: PROMOTION/IMC & ADVERTISING FRAMEWORKS LO2 REVIEW LEARNING OUTCOME Elements of the Promotional Mix Marketing Communication As Senders As Receivers Inform Develop messages Persuade Adapt messages Remind Spot new communication opportunities LO3 Goals & Tasks of Promotion Informing Reminding PLC Stages: PLC Stages: Introduction Early Growth Maturity Target Audience PLC Stages: Growth Maturity LO4 Persuading LO5 The AIDA Concept AIDA Concept Attention Interest Desire Action Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. LO5 The AIDA Concept Action Desire Interest Attention Conative (doing) Affective (feeling) Cognitive (thinking) http://www.nascar.com http://www.kelloggs.com Online LO5 REVIEW LEARNING OUTCOME The AIDA Concept LO6 Type of Buying Decision Advertising Routine Sales Promotion Neither Routine nor Complex Advertising Public Relations Personal Selling Complex Print Advertising LO6 Push and Pull Strategies PUSH STRATEGY Manufacturer promotes to wholesaler Wholesaler promotes to retailer Retailer promotes to consumer Consumer buys from retailer CHANNEL Orders to Manufacturer PULL STRATEGY Manufacturer promotes to consumer Wholesaler demands product from manufacturer Retailer demands product from wholesaler Consumer demands product from retailer CUSTOMER Orders Through Channel to Manufacturer Product Advertising Pioneering Stimulates primary demand for new product or category Used in the PLC introductory stage Competitive Influences demand for brand in the growth phase of the PLC Often uses emotional appeal Comparative Compares two or more competing brands’ product attributes Used if growth is sluggish, or if competition is strong LO2 Online LO2 REVIEW LEARNING OUTCOME The Major Types of Advertising Advertising Appeals LO3 Profit Product saves, makes, or protects money Health Appeals to body-conscious or health seekers Love or romance Used in selling cosmetics and perfumes Fear Social embarrassment, old age, losing health Admiration Reason for use of celebrity spokespeople Convenience Used for fast foods and microwave foods Fun and pleasure Key to advertising vacations, beer, parks Vanity and egotism Used for expensive or conspicuous items Environmental Consciousness Centers around environmental protection Executing the Message Scientific Slice-of-Life Musical Lifestyle Spokesperson/ Testimonial Demonstration Mood or Image LO3 Fantasy Real/ Animated Product Symbols Humorous