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Györgyi Danó Marketing 09 BMEGT20MW01 2 Marketing 09 Györgyi Danó • The promotion mix • Integrated marketing communications • The new marketing communications model • Product life-cycle stages and communication mix • Socially responsible marketing communication 3 The promotion mix Györgyi Danó The promotion mix is the specific blend of advertising, sales promotion, personal selling, direct-marketing and public relations tools that the company uses to persuasively communicate customer value and build customer relationships. 4 Integrated marketing communications Consistent messages! Györgyi Danó Integrated marketing communications is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. In the consumer’s mind, advertising messages from different media and different promotional approaches all become part of a single message about the company. 5 Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. Györgyi Danó Sales promotion is the short-term incentive to encourage the purchase or sale of a product or service. 6 Györgyi Danó Direct marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships - through the use of direct mail, telephone, e-mail, etc. to communicate directly with specific consumers. Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. 7 Advertising Sales promotion Personal selling Direct marketing Public Relations Print ads Broadcast ads Brochures Leaflets Billboards Point-ofpurchase displays Symbols and logos Contests Games Lotteries Premiums and gifts Samples Demonstrations Fairs and trade shows Coupons Rebates Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Catalogs Mailings (DM) Telemarketing TVshopping E-mail Electronic shopping Press kits Annual reports Charitable donations Sponsorships Publications Company magazine Events Györgyi Danó Marketing communication mix 8 The new marketing communications model The communications model is shifting from broadcasting to narrowcasting. Györgyi Danó • Consumers are better informed • More communication - Less mass marketing • Changing communications technology The Incredible Story Of How Target Exposed A Teen Girl's Pregnancy 9 products that when purchased together indicate a women is likely pregnant. The value of this information was that Target could send coupons to the pregnant woman. Plugged into Target's customer tracking technology, Pole's formula was a beast. Once it even exposed a teen girl's pregnancy: [A] man walked into a Target outside Minneapolis and demanded to see the manager. He was clutching coupons that had been sent to his daughter, and he was angry, according to an employee who participated in the conversation. “My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” The manager didn’t have any idea what the man was talking about. He looked at the mailer. Sure enough, it was addressed to the man’s daughter and contained advertisements for maternity clothing, nursery furniture and pictures of smiling infants. The manager apologized and then called a few days later to apologize again. On the phone, though, the father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.” http://www.businessinsider.com/the-incredible-story-of-how-target-exposed-a-teen-girls-pregnancy-2012-2 Györgyi Danó Target’s statistician (Andrew Pole) identified 25 10 A campaign that follows you https://www.youtube.com/watch?v=V6sBUcVSYTg http://www.digitalbuzzblog.com/battersea-dogs-home-looking-for-you-smart-billboards/ Györgyi Danó A campaign for the „Battersea Dogs Home”, who are trying to get people to adopt Dog’s and Cats from their shelter. Product life-cycle stages and communication mix 11 (Kotler 2012, 273) Introduction: advertising has the highest cost effectiveness, followed by personal selling and sales promotion. Growth: all the tools can be toned down, demand has its own momentum through word of mouth. Maturity: sales promotion, advertising and personal Decline: sales promotion continues strong, advertising and publicity are reduced and sales people give the product only minimal effort. Györgyi Danó selling all grow more important in this order. • Communicate openly and honestly with consumers and resellers • Avoid deceptive or false advertising • Avoid bait-and-switch advertising • Conform to all regulations • Follow rules of “fair competition” • Do not offer bribes • Do not attempt to obtain competitors’ trade secrets • Do not disparage competitors or their products Györgyi Danó Socially responsible marketing communication 12 Györgyi Danó https://www.commonsensemedia.org/zeroto-eight-2013-infographic 13 Györgyi Danó 14 • Only 4% of women around the world consider themselves beautiful (up from 2% in 2004) • Only 11% of girls globally are comfortable using the word beautiful to describe themselves The Dove Campaign for Real • 72% of girls feel tremendous Beauty is a worldwide marketing pressure to be beautiful campaign launched by Unilever in • 80% of women agree that every 2004 that includes advertisements, woman has something about her video, workshops, sleepover events that is beautiful but do not see and the publication of a book and their own beauty the production of a play. The aim of • More than half (54%) of women the campaign is to celebrate the globally agree that when it natural physical variation embodied comes to how they look, they are by all women and inspire them to their own worst beauty critic SOURCE: Dove Research: The Real Truth About have the confidence to be Beauty: Revisited comfortable with themselves. https://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty http://www.dove.us/Social-Mission/Self-EsteemStatistics.aspx Györgyi Danó Dove Campaign for Real Beauty 15 16 • • • • different reactions popular financial success increased women’s confidence Once uploaded, the advert was viewed over 40,000 times in its first day, 1.7 million times within a month of its upload, and 12 million times within its first year. https://www.youtube.com/watch?v=9zKfF40jeCA Read more: http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx, http://www.newsgeneration.com/2014/04/11/pr-case-study-dove-real-beauty/ Györgyi Danó https://www.youtube.com/watch?v=Q5qZedMTkkE http://www.buzzfeed.co m/rossalynwarren/victori as-secret-appears-tohave-changed-itscontroversialp#.tw3GQXvx6, https://www.change.org/ p/victoriassecretapologise-for-yourdamaging-perfect-bodycampaign-iamperfect Györgyi Danó Victoria’s Secret: The prefect „body” 17 Györgyi Danó 18 நன்றி