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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
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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.
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Integrated marketing
communications
Consistent messages!
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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.
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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.
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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.
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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
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Marketing communication mix
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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
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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
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A campaign that follows you
https://www.youtube.com/watch?v=V6sBUcVSYTg
http://www.digitalbuzzblog.com/battersea-dogs-home-looking-for-you-smart-billboards/
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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
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(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
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Socially responsible marketing
communication
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Györgyi Danó
https://www.commonsensemedia.org/zeroto-eight-2013-infographic
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Györgyi Danó
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• 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
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Dove Campaign for Real Beauty
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•
•
•
•
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
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Victoria’s Secret:
The prefect „body”
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