Download Sales Promotion - University of Kelaniya

Marketing Communication
Dr. Bandara Wanninayake
PhD (TBU – Czech), MBA (Colombo), Bsc. Mktg (Sp) – USJ, Dip. In mktg (UK), Dip. In.
Acco.
Senior Lecturer
Dept. of Marketing Management
University of Kelaniya
What is Mktg Communication
• The process by which the marketer
develops and present an appropriate
set of communications stimuli to a
defined target audience with the
intension of eliciting a desired set of
response.
Tools of Promotional Mix
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Advertising
Sales Promotion
Public relations
Direct marketing
Personal selling
Events and Experience
Advertising
Any paid form of nonpersonal presentation
and promotion of ideas, goods or services
by an identified sponsor.
Advertising
Forms of advertising
Press, TV, Radio
Packaging
Brochures
Posters and Leaflets
Directories
Bill boards
POS display
Symbols and logos
Web Ads etc
Sales Promotion
 The variety of short-term incentives to encourage trial or
purchase of product or service
 Main SP forms are,
Contests, games
Lotteries
Preimiums and gifts
Sampling
Faire and trade shows
Exhibition
Demonstration
Coupon and rebates
Low- interest financing etc.
Public relations
• A variety of programmes designed to promotes or
protect a company’s image or its individual products.
• Methods of PR
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Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publication
Community relations
Lobbying
Identity media
Company magazine
Direct marketing
• Use of mail, telephone, fax, e-mail or internet to
communicate directly with or solicit response or
dialogue from specific customer or prospects
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Catalogs
Mailings
Telemarketing
Electronic shopping
Fax
E mail
Door to door marketing
Personal selling
• Face to face interaction with one or more
prospective purchasers for the purpose of
marketing presentations, answering questions,
and procuring orders.
• PS includes,
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Sales presentation
Sales meetings
Incentive programmes
Samples
Faire and trade shows etc
Events and Experience
• Company sponsored activities and programmes
designed to promote or protect a company’s
image or its individual products
• Main methods,
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Sports
Entertainment
Festivals
Arts
Factory tours
Company museums
Street activities
Steps in Marketing Communications
Program Development
• Identifying the target audience
– Includes assessing the audience’s
perceptions of the company, product, and
competitors’ company/product image
• Developing communication objectives
Design the message
• Message content
– decisions involve the selection of appeal,
theme, USP
– Types of appeals
• Rational appeals
• Emotional appeals
• Moral appeals
Design the message
• Structure
– Order of argument presentation
• Format
• Message format decisions vary with the type of
media, but may include:
– Graphics, visuals
– Headline, copy or script
– Sound effects,
voice qualities
– Shape, scent,
texture of package
Design the message
• Source
– Message source characteristics can influence
attention and recall
– Factors underlying perceptions of source
credibility:
• Expertise
• Trustworthiness
• Likability
Selecting Communication
Channels
– Personal communication channels
– Nonpersonal communication channels
Establishing the Marketing
Communications Budget
– Affordability method
– Percentage-of-sales method
– Competitive-parity method
– Objective-and-task method
Deciding on the Marketing
Communications Mix
• Selection factors
– Type of market
– Stage of buyer readiness
– Stage of product life cycle
– Market rank
– Promotional Strategies
Promotional Strategies
• Push
• Pull
• Profile
Measure results
• Recognition, recall, attitudes, behavioral
responses
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