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Part Seven : Promotion Strategy ( Chapter14-Chapter16) 1 Promotion Mix (P.427) • 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.427) 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.430) 4 Elements in the communication process (P.431) • 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.432) 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.444) •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.444-445) 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 (P.455) • 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