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CHAPTER 8 INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING AND SALES PROMOTION 5/23/2017 1 Promotion Strategy Make aware of a product Inform benefits Convince buyers Entice buyers to purchase product ADVERTISING COST PER TOUSAND REACH AND FREQUENCY 5/23/2017 2 Promotion Mix Advertising efficient, Personnel but expensive Selling persuasive, Sales but cost per contact is high Promotion stimulate demlife, but it has short impact Publicity low cost, but it may be uncontrollable 5/23/2017 3 Advertising: Planning and Strategy Printed and electronic media Reach large number of people to inform, to persuade or to remind Non-personal representation to gain a competitive advantage in the marketplace May be used to educate consumer 5/23/2017 4 Objectives of Advertising Generalist viewpoint concern with sales, profits, return on investment Specialist viewpoint concern with measuring the effects of advertising on special advertising campaign Marketing management approach understands the other views; however, views advertising as a competitive weapon 5/23/2017 5 Creating The Message Awareness: information Aid comprehension and Interest:getting readers’ attention Induce conviction:Understanding benefits and need/want satisfaction Develop desire: Attitudes-trial Produce Action: Purchase 5/23/2017 6 Advertising Decision Size of the advertising budget Allocating the budget percent of sales per-unit expenditures all you can effort competitive parity research approach the cost and advertising effect comparison task approach 5/23/2017 7 Media Decision and Effective Promotion Management choice and strategies are used for effective media choice. Successful ad campaigns have two tasks: Say the right things in the ads Use appropriate media in the right amount, at the right time to reach target market 5/23/2017 8 Media Decision and Effective Promotion (cont.) Message strategy it is a communication process and it should depends upon consumers’ behaviors and motivation Source Message Encoding Media sources Receiver Decoding 5/23/2017 Noise 9 Media Mix The nature of the product: Complex products can not be advertised on billboards. Nature and size of target market. Available advertising budget. Availability of media. Types of media: Radio, TV, Magazine, Newspaper, billboard 5/23/2017 10 Media Mix(cont.) Newspaper flexible and timely, but short life broad acceptance and use, but small audience Radio Audience selectivity, but audio presentation only low cost, but less attention than the TV 5/23/2017 11 Media Mix(cont.) Television combination of sight, sound and motion, but expensive Mass audience coverage, but it has short life. Magazines high geographic and demographic selectivity, bur some waste circulation Quality of readership, but long closing period pass-along readership, but no guarantee of position Direct Mail audience selectivity, but high cost personalized, but consumers spent little attention Outdoor 5/23/2017 flexible and cheaper, but no selectivity of audience 12 The Message Product Feature-intangible/tangible Psychological Features-fear,love, humor Association-celebrities Message consistency Opinion leaders-carry the message Word-of-mouth communication Message selection 5/23/2017 13 Sales Promotion Push/pull strategy Trade show promotion POP displays Contests Trade shows Sales meetings Advertising allowances 5/23/2017 14 Consumer Promotions Sampling Price deals Bonus packs Rebates and refunds Sweepstakes and contests Premiums Coupons 5/23/2017 15 Sales Promotions (cont.) What can sales promotions do? Generate long-term buyer commitment Change sales trend Convince buyers to buy unacceptable products make-up for a lack of advertising and sales support 5/23/2017 16
