Survey
* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project
Download PowerPoint Slides
Document related concepts
no text concepts found
Transcript
PROMOTIONAL MIX Marketing Management Session 11 November 18, 1998 SESSION OUTLINE • Basic concepts in communication • The elements of the promotional mix • Promotion and the PLC BASIC CONCEPTS IN COMMUNICATION • How promotion fits in the marketing mix – communicates information about the product – where – at what price • The communication process © 1999 Prentice-Hall Canada Inc., Scarborough, Ontario The Communication Process Encoding Message Decoding Media Sender Receiver Noise Feedback Response PROMOTIONAL TOOLS • Mass advertising • Sales promotion • Sponsorships • Personal selling PERSONAL VS. MASS • Instant feedback • Adapted message • Long and complex message • High cost per contact • One contact • Standard message • Targeted at « average » consumer • Short message • High total cost • Long duration © 1999 Prentice-Hall Canada Inc., Scarborough, Ontario Push versus Pull Strategy Producer marketing activities Reseller marketing activities Retailers and Wholesalers Producer Consumers Push strategy Demand Producer Demand Retailers and Wholesalers Producer marketing activities Pull strategy Consumers © 1999 Prentice-Hall Canada Inc., Scarborough, Ontario Buyer-Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase PROMOTION OBJECTIVES AND THE PLC • Introduction stage – information • Growth stage – create preference • Maturity stage – maintain loyalty • Decline stage – narrow target market NEXT SESSION • Personal Selling • Direct and on-line marketing • Chapters 16 and 17
Related documents