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Transcript
MT 219 Marketing
Unit Eight
The Promotion Mix Components
Review of Unit 7
• Questions or concerns?
• How is the Final Project coming?
• Additional questions?
Our Topics for This Week
The promotional mix:
Advertising
Public Relations
Personal Selling
Sales Promotion
Advertising
• Paid non-personal communication through mass media
• Advantages
- Cost efficient on a per person reached basis
- Highly flexible, and allows for repetition
- Adds value / legitimacy
• Disadvantages
- Out of pocket outlay is high
- Hard to measure sales effect unless source coding is used
- Feedback usually slow
Types of Advertising
• Institutional:
- promotes organizational images, ideas, and political issues
- can also be used to create or maintain an organizational image
• Advocacy
- promote a company’s position on a public issue, such as smoking,
drinking, gun control and so on
• Product (most familiar):
- promotes the uses, features, and benefits or products
- can stimulate demand, be competitive, make direct comparisons,
remind consumers about the benefits of established brands, or
reinforce purchases, and how to get the most satisfaction from product
• Pioneer:
- focuses on stimulating demand for a product category
Types of Advertising
• Competitive:
- points out a brands’ special features, uses, and advantages relative to
competing brands
• Comparative:
- make direct comparisons with competing brands (similar or dissimilar)
• Reminder:
- remind consumers about the benefits of established brands
• Reinforcement:
- reinforce their purchases by telling them they chose the right brand and
telling them how to get the most satisfaction from it
Developing an Advertising Campaign
Parallels the Management Process- Plan, organize, lead and control
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Identify and analyze target audience
Define advertising objectives
Create advertising platform
Determine advertising appropriation
Develop media plan
Create advertising message
Execute campaign
Evaluate advertising effectiveness
Major Advertising Objectives
• Inform
• Persuade
• Remind
• Good way to remember this is R.I.P.
Message Strategy
• Message should be
- Relevant and important
- Believable
- Executable
- Able to convey competitive advantage
- Memorable
- Undertake some effect to move consumer towards some action
- Consistent with other parts of the promotional mix
• Two most important traits:
- 1) relevant and important to the target. When Bud Light implies that
young men drinking Bud have fun, that has to be important to those
who might purchase Bud Light. When Afflack promises to take care of
all your needs should you become incapacitated, that has to be an
important message to their target.
- 2) It should also be believable.
Setting the Budget
• Objective and task - identify the tasks required to achieve those
objectives, and then cost them out
• Percent of sales - a certain percent of anticipated sales is
allocated for advertising
• Matching competition – exactly or budget according to their
market share %
• Arbitrary – “pick a number, any number” (often…choose what’s
been done historically, adjusting for inflation)
• Affordable – what can do. (many smaller or beginning don’t
really have the money to so much of anything)
The Media Plan
• Specific methods- media vehicles and schedule
- Examples? 
• Sets reach and frequency objectives
- % of target audience exposed to message over specified period of time
& number of times within the period those exposed see the
advertisement
• Sets scheduling patterns
- Continuous: marketer advertises at usually low but constant levels
throughout the media plan period (products that are consumed year
around with no real seasonality)
- Pulsing: where the advertising will spike at peak sales times (flowers at
Valentine’s day, etc.)
- Intermittent (irregular): alternates periods of advertising with periods
with non-advertising (be more visible while advertising instead of
spreading ads out so much they might be invisible)
Major Media
Newspapers
Advantages
Reaches large audiences
Purchased to be read
Short lead time
Frequent publication
Believable
Good for comparison
Can cover local areas
Disadvantages
Not selective socioeconomic ally
Short life
Poor reproduction
Cluttered
Not as popular as they once
were
Magazines
Advantages
Selectivity
Good reproduction
Long life
Prestigious
Full color ads
Disadvantages
High absolute dollar cost
Long lead time
Television
Advantages
Large audiences
Low cost per person reached
Sight and sound
Visible
Confers legitimacy
Disadvantages
High out of pocket cost
Perishable / Waste coverage
Radio
Advantages
Inexpensive
Flexible
Targeted
Disadvantages
Audio only
Background medium
Short life
Push vs. Pull – how we direct $$
• Push - budgets are directed to
resellers, often through
personal selling
• Pull – budgets are directed to
the consumer, often through
advertising and promotion
Issues involved with Promotion
•
•
•
•
•
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Is promotion deceptive?
Does promotion increase prices?
Does promotion create needs?
Does promotion encourage materialism?
Should potentially harmful products be advertised?
Other?
Public Relations
Communication efforts used to create and maintain favorable relationships
between an organization and its stakeholders. Also called publicity.
Individual brands generally have publicity/public relations done at the
corporate level.
Some people call this “free advertising,” but is can be expensive and must be
done well to be effective.
Examples?
Personal Selling
• Paid Personal Communication
• Advantages
- Provides significant impact on customers due to personal contact
- Interactive- Allows for immediate impact and adjustment
• Disadvantages
- Costly- most costly part of promotion based on people reached
• If it is so costly, why is it done?
The Personal Selling Process
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•
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Prospecting
Pre-approach- Research is important
Approach
Presentation
Overcoming objections
Closing the Sale
Follow-up- To help ensure subsequent purchases
Sales Promotion
• Direct incentive to buy
• May be directed at salespeople, resellers, and
consumers- anywhere in the distribution chain
• Examples include free samples, coupons, contests,
premiums, rebates, buy one get one frees, etc.
Any Questions?
Thank you for attending!
See you next week!
