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Transcript
Promotion The Promotional Mix Sales Promotion Public Relations Advertising Direct Marketing Copyright 2007, Prentice-Hall Inc. Personal Selling 12-2 Changing Promotional Landscape • Mass market fragmentation – Shift away from mass marketing – More narrowcasting, less broadcasting • Improvements in information and communication technology – The rise of segmented promotion • Increased Measurement of Promotional Effectiveness & Accountability Copyright 2007, Prentice-Hall Inc. 12-3 Integrated Marketing Communications Copyright 2007, Prentice-Hall Inc. 12-4 Advertising • Reaches large masses of geographically dispersed buyers – “mass media” • Best for achieving repetition of message • Is impersonal, one-way communication. • Can be very costly (i.e. Superbowl or Prime Time tv commercials) Copyright 2007, Prentice-Hall Inc. 12-5 Personal Selling • Personal interaction between two or more people. • Relationship building • Most effective way for preferences, convictions, and actions to be influenced. • Most expensive promotion tool; requires long-term commitment. • Most commonly used in B-2-B settings. Copyright 2007, Prentice-Hall Inc. 12-6 Sales Promotion • Offers strong incentives to buy now. • Usually very good at attracting consumer attention. • Dangers of SP – – – – Effects are often short-lived Forward Buying “Couponing” the brand Production Inefficiencies Copyright 2007, Prentice-Hall Inc. 12-7 Public Relations • Highly credible source of information (journalists) • Reaches people who typically avoid or ignore advertising • Is cheaper than other forms of promotion, but never “free” Copyright 2007, Prentice-Hall Inc. 12-8 Direct Marketing • Characteristics – – – – Micromarketing Customized Immediate Responses Driven by Lists • Biggest promotional expenditure in U.S. Direct mail is the most popular form of direct marketing. Copyright 2007, Prentice-Hall Inc. 12-9 Push Vs. Pull Promotion Strategy Copyright 2007, Prentice-Hall Inc. 12-10 Major Decisions in Advertising Copyright 2007, Prentice-Hall Inc. 12-11 Setting Advertising Objectives • Advertising Objective: – Specific communication task to be accomplished with a specific target audience during a specific period of time. – Example: Make 20% of U.S. males ages 20-50 aware of our new razor blade within 6 months. • Classified by Purpose: – Inform – Persuade – Remind Copyright 2007, Prentice-Hall Inc. 12-12 Fulfilling Objectives INFORM, PERSUADE OR REMIND? Which function(s) do each of the ads perform? Copyright 2007, Prentice-Hall Inc. 12-13 Question du Jour Are there times when ads should do something other than trying to sell product or building brand image? Setting the Advertising Budget • Affordable method • Percentage-of-sales method Competitive-parity method Objective-and-task method Copyright 2007, Prentice-Hall Inc. 12-15 Developing Advertising Strategy – Message Strategy (or “Message”) – Execution – “Breaking through the clutter” – Select advertising media • • • • Set reach, frequency, and impact goals. Choose among major media types. Select specific media vehicles. Decide on media timing. Copyright 2007, Prentice-Hall Inc. 12-16 The Message Strategy • Develop compelling creative concept — the “Big Idea”. – Examples: • • • • “Tastes Great, Less Filling.” “15 Minutes Could Save You 15%...” “Think Outside the Bun.” Only Vegas (“What happens in Vegas....)” • Messages should be meaningful, believable, distinctive and memorable. Copyright 2007, Prentice-Hall Inc. 12-17 Message Execution • • • • • Slice of Life Slice of Death Lifestyle Fantasy Mood Appeal (Humor, Sadness, Fear) • Personality Symbol • Mascot Copyright 2007, Prentice-Hall Inc. • Celebrities • Scientific Evidence • Testimonial or Endorsement • Straight Sell 12-18 Celebrity Endorsements Celebrity endorsements have been at the heart of the “Got Milk?” milk mustache campaign for years. Copyright 2007, Prentice-Hall Inc. 12-19 Question du Jour Why are teens less enamored with celebrities nowadays? Humorous Advertising Appeals Humorous advertising tones are being used in the marketing of many products, including “boring” products like dictionaries. Copyright 2007, Prentice-Hall Inc. 12-21 Message Execution • Choose a proper tone. – Consistent with brand and company image – Consistent with selling proposition • Use memorable, attention-getting words. • Lay out the ad – Visuals – Headline – Copy Copyright 2007, Prentice-Hall Inc. Absolut print ads attract attention through a compelling visual layout and headline. 12-22 Setting Media Objectives • Reach – Percentage of people exposed to ad. • Frequency – Number of times a person is repeatedly exposed to an advertisement. • Media Impact – How much of an impression an ad’s message strategy and execution makes on the target audience. Copyright 2007, Prentice-Hall Inc. 12-23 Choosing Media Types & Vehicles • Media Type – TV, Print, Internet, Outdoor, etc. – Considerations • Impact and effectiveness • Cost • Reach and frequency potential • Media Vehicles – Specific media within each general media type – Examples • Network TV, HGTV, Food Network • Time Magazine, Sports Illustrated • San Francisco Chronicle – Considerations • • • • Cost Audience quality (demographic & psychographic) Editorial quality Fit with brand image Copyright 2007, Prentice-Hall Inc. 12-24 Alternative Media Other examples? Copyright 2007, Prentice-Hall Inc. 12-25 Media Timing • Scheduling advertising for the year • Possible ad patterns – Continuous – Pulsing – Flighting – Blasting Copyright 2007, Prentice-Hall Inc. 12-26 Evaluating Advertising • Advertising accountability and measurement are more important than ever before. • Evaluation methods – Pre-testing and Post-testing • Copy Testing • Day After Recall – Sales Measures vs. Surrogate Measures – Ad/Marketing ROI Copyright 2007, Prentice-Hall Inc. 12-27 Global Advertising Considerations • Standardization vs. adaptation • Language and cultural norms are not “universal” – avoid cultural missteps • Costs and media availability vary by country • Advertising regulations vary by country An example of standardized advertising Copyright 2007, Prentice-Hall Inc. 12-28 Sales Promotion Short-term incentives to encourage sales of a product. The main purpose is to generate immediate sales. Copyright 2007, Prentice-Hall Inc. 12-29 Pull-Oriented Sales Promotions – FSI Example Ad Copy & Sales Promotion Call to Action (coupon) Copyright 2007, Prentice-Hall Inc. 12-30 Rapid Growth of Sales Promotion • Why? – – – – – More pressure to increase current vs. future sales Companies face more competition Advertising efficiency has declined Much easier to measure effectiveness Consumers have become more deal-oriented and less brand-loyal Copyright 2007, Prentice-Hall Inc. 12-31 Consumer Sales Promotion Tools • Coupons: money off the purchase price when redeemed. • Rebates: refund part of the purchase price after the item has been bought. • Price Packs: offer savings off the regular price of the product; marked on the package. Copyright 2007, Prentice-Hall Inc. • Samples: offer a trial amount of the product. • Premiums: goods offered for free or at a low price as an incentive to buy. • Giveaways: useful items imprinted with company/brand name or logo given as gifts to consumers. 12-32 More(!) Consumer Sales Promotion Tools • Loyalty Programs / Patronage Rewards: cash or other awards offered for regular use of a brand. • Contests, Sweepstakes & Games: can breathe new life and excitement into “stale” products. • POP Displays: in-store signs and displays that persuade consumers to buy. • Demonstrations: food or product in-store sampling. Copyright 2007, Prentice-Hall Inc. 12-33 Point of Purchase Displays Point-of-purchase displays draw attention to the brand and stimulate impulse buys. Why do many retailers resist using POP displays? Copyright 2007, Prentice-Hall Inc. 12-34 Trade Promotion • Objectives: – – – – Persuade resellers to carry a brand. Give a brand “preferable” shelf space. Promote brand in-store and out-of-store. “Pushes” brand to customers • Tools: – Discounts, allowances, free goods, push money, specialty advertising items. What is the common problem associated with trade promotion? Copyright 2007, Prentice-Hall Inc. 12-35 Public Relations • PR Activities – – – – – Building and maintaining good relations with various publics Generating favorable publicity Building and maintaining a favorable corporate image Handling or heading off unfavorable rumors, stories and events Crisis Management • Most PR is practiced reactively instead of proactively • PR Functions: – – – – Press relations Public affairs Lobbying Investor relations Copyright 2007, Prentice-Hall Inc. 12-36 Public Relations Scholastic sponsored low-cost sleepovers, games, and costume contests to promote the release of the sixth Harry Potter book. Copyright 2007, Prentice-Hall Inc. 12-37