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Part Seven : Promotion Strategy ( Chapter15-Chapter17) 1 Promotion Mix (P.467) • Advertising Personal selling Marketing Communications mix (Promotion mix) Sale promotion Customer Public relations Direct marketing 2 Integrated marketing communications (IMC) （整合营销传播）(P.469) The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. 3 Carefully blended mix of promotion tools Advertising Personal selling Sales promotion Public relations Consistent,clear,and compelling company and product Messages. Direct marketing Integrated marketing communications(P.470) 4 Elements in the communication process (P.471) • Sender Encoding Message Decoding Receiver Media Noise Feedback Sender’s field of experience Response Receiver’s field of experience 5 Steps in Developing Effective Communication Identifying the Target Audience Determining the communication objectives Designing a Message Choosing Media Selecting the Message Source Collecting Feedback 6 Set the objectives by the buyer-readiness stages (P.472) Awareness Conviction Knowledge Purchase Preference Linking 知晓 认识 喜欢 偏爱 确信 购买 7 Designing a message Message content What to say? Message structure & Message format How to say? 8 Choosing media Personal communication channel Word-of-mouth influence Non-personal communication channel 9 Factors in Setting the Promotion Mix • • • • 1. Type of product / market; 2. Push versus pull strategy; 3. Buyer readiness stage. 4. Product life-cycle stage. 10 Push versus pull promotion strategy (P.483) •Producer Producer marketing activities Retailer & wholesalers Reseller marketing activities Consumers Push strategy Demand Producer Demand Retailer & wholesalers Consumers Producer marketing activities Pull strategy 11 Integrating the promotion mix (P.485) Analyze trends that can affect the company’s ability to do business Audit the pockets of communications spending throughout the organization Identify all contract points for the company & its brands Team up in communications planning Create compatible themes,tones,and quality across all cm. media Create performance measures that are shared by all cm. media Appoint a director responsible for the company’s persuasive cm. effort 12 • Direct Marketing (直复营销） • Marketing through various advertising media that interact directly with consumers, generally calling for the consumer to make a direct response. • Direct sales(直销） • Selling goods to consumers without any middleman. 13 Advertising major advertising decisions • Objective setting Message decisions Budget decisions Campaign evaluation Media decisions 14 • Informative advertising Advertising objectives Persuasive advertising Comparison advertising Reminder advertising 15 • Percentageof sales Affordable Advertising budget decision Objective and task Competitive parity 16 • Advertising Evaluation Direct rating Pretesting Copy testing Portfolio tests Laboratory tests Recall tests Posttesting Recognition tests 17 Sales Promotion • Major objects of sales promotion Consumer promotion Trade promotion Sales force promotion 18 Sales-promotion Tools Consumer-Promotion Tools • Samples Coupons Cash refunds Price packs Premiums Advertising specialties Patronage reward POP Demonstrations Contests Sweepstakes Games 19 • Trade-Promotion Tools Price-offs Allowance Buy-back guarantees or free goods 20 • Business-Promotion Tools Conventions Trade shows Sales contests 21 • Public Relations : • Build good relations with the company’s various publics ,building up a good “corporate image”and handling or heading off unfavorable rumors,stories and events. • Publicity : • Activities to promote a company or its products by planting news about it in media not paid for by the sponsor. 22 Personal Selling Salesperson : An individual acting for a company by performing one or more of the following activities: • prospecting, communicating, • servicing information gathering. 23 Managing the Sales Force Designing sales force strategy and structure Evaluating salespeople Recruiting and selecting salespeople Supervising salespeople Training salespeople Compensating salespeople 24 • Territorial sales force structure Sales force structure Product sales force structure Customer sales force structure 25
