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Transcript
Chapter 14 Integrated Marketing Communications Promotional Mix Advertising Elements of the Promotional Mix Public Relations Personal Selling Sales Promotion Advertising Media Traditional Advertising Media Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards Electronic Advertising Media Internet Computer modems Fax machines Advertising Advantages Disadvantages • Ability to reach large number of people • Total cost is high • Cost per contact is low • Can be micro-targeted Marketing Communication Categories of Communication Interpersonal Communication Mass Communication The Communication Process As Senders As Receivers Inform Develop messages Persuade Adapt messages Remind Spot new communication opportunities The Sender and Encoding Sender The originator of the message in the communication process. Encoding The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs. The Communication Process Noise Sender Encoding Message Message Channel Message Channel Decoding Message Receiver Characteristics of Advertising Advertising Communication Mode Indirect and non-personal Communication Control Low Feedback Amount Little Feedback Speed Delayed Message Flow Direction One-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Message Flexibility Fast Same message to all audiences Characteristics of Public Relations Public Relations Communication Mode Communication Control Feedback Amount Usually indirect, non-personal Moderate to low Little Feedback Speed Delayed Message Flow Direction One-way Message Content Control No Sponsor Identification No Reaching Large Audience Message Flexibility Usually fast Usually no direct control Characteristics of Sales Promotion Sales Promotion Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Usually Indirect and non-personal Moderate to low Little to moderate Varies Mostly one-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Message Flexibility Fast Same message to varied target Characteristics of Personal Selling Personal Selling Communication Mode Direct and face-to-face Communication Control High Feedback Amount Much Feedback Speed Message Flow Direction Immediate Two-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Message Flexibility Slow Tailored to prospect Goals and Tasks of Promotion Informing PLC Stages: Introduction Early Growth PLC Stages: Growth Maturity Reminding PLC Stages: Maturity Target Audience Persuading Goals and Tasks of Promotion Informative Objective • Increase awareness • Explain how product works • Suggest new uses • Build company image Goals and Tasks of Promotion Persuasion Objective • Encourage brand switching • Change customers’ perception of product attributes • Influence buying decision • Persuade customers to call Goals and Tasks of Promotion Reminder Objective • Remind customers that product may be needed • Remind customers where to buy product • Maintain customer awareness The AIDA Concept Action Desire Interest Attention AIDA and the Promotional Mix Awareness Interest Desire Action Advertising Very effective Very effective Somewhat effective Not effective Public Relations Very effective Very effective Very effective Not effective Sales Promotion Somewhat effective Somewhat effective Very effective Very effective Personal Selling Somewhat effective Very effective Very effective Somewhat effective Factors Affecting the Promotional Mix Nature of Product Stage in PLC Target Market Factors Factors Affecting Choice of Promotional Mix Type of Buying Decision Promotion Funds Push or Pull Strategy Sales ($) Product Life Cycle and the Promotional Mix Maturity Introduction Growth Decline Time Light Heavy use of Advertising, advertising, prePR for introduction awareness; Publicity sales promotion for trial Advertising, PR, Brand loyalty Personal Selling for distribution Ads decrease. Sales Promotion, Personal Selling Reminder & Persuasive AD/PR decrease Limited Sales Promotion, Personal Selling for distribution Push and Pull Strategies PUSH STRATEGY Manufacturer promotes to wholesaler Wholesaler promotes to retailer Retailer promotes to consumer Consumer buys from retailer Orders to manufacturer PULL STRATEGY Manufacturer promotes to consumer Consumer demands product from retailer Retailer demands product from wholesaler Orders to manufacturer Wholesaler demands product from manufacturer