Scribd Logo
Upload

Welcome to Scribd!

  • 32 views

    Lecture 10A Ch08 Promotion

    Uploaded by

    David Santiago Pinzón
    This document discusses promotion and the promotional mix. It begins by introducing the challenge of getting a small soft drinks brand noticed with a limited marketing budget. It then covers the objectives, strategy, and tools of promotion management, including advertising, public relations, sales promotion, personal selling, and direct marketing. Key models for promotion like AIDA and DAGMAR are explained. The roles of various promotional techniques and how they can be used to meet objectives are also summarized.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Lecture 10A Ch08 Promotion

    Uploaded by

    David Santiago Pinzón
    32 views37 pages
    This document discusses promotion and the promotional mix. It begins by introducing the challenge of getting a small soft drinks brand noticed with a limited marketing budget. It then covers the objectives, strategy, and tools of promotion management, including advertising, public relations, sales promotion, personal selling, and direct marketing. Key models for promotion like AIDA and DAGMAR are explained. The roles of various promotional techniques and how they can be used to meet objectives are also summarized.

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses promotion and the promotional mix. It begins by introducing the challenge of getting a small soft drinks brand noticed with a limited marketing budget. It then covers the objectives, strategy, and tools of promotion management, including advertising, public relations, sales promotion, personal selling, and direct marketing. Key models for promotion like AIDA and DAGMAR are explained. The roles of various promotional techniques and how they can be used to meet objectives are also summarized.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    32 views37 pages

    Lecture 10A Ch08 Promotion

    Uploaded by

    David Santiago Pinzón
    This document discusses promotion and the promotional mix. It begins by introducing the challenge of getting a small soft drinks brand noticed with a limited marketing budget. It then covers the objectives, strategy, and tools of promotion management, including advertising, public relations, sales promotion, personal selling, and direct marketing. Key models for promotion like AIDA and DAGMAR are explained. The roles of various promotional techniques and how they can be used to meet objectives are also summarized.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 37

    Chapter Eight

    Promotion
    Part three:
    The Marketing Mix
    Bradley Wilson Ph.D
    An Opening Challenge!

    You run a small, specialist soft drinks firm.


    Your marketing budget is a tiny fraction of
    your major competitors and you certainly
    cannot afford television advertising.

    How will you get your brand noticed


    by potential customers?
    Agenda
    the promotion mix
    managing promotional activities
    objectives
    promotion strategy
    marketing communications process
    marketing communications tools
    regulations
    budgets
    Advertising
    Personal
    Mixes Selling
    Packaging
    Price Place Promotion Mix
    Sales
    Promotion
    Direct
    Marketing Mix Public Marketing
    Relations

    Product Promotion
    Promotion
    =
    Marketing
    Communications
    setting objectives

    setting budgets

    Promotion designing marketing programmes/campaigns

    Management implementing campaigns

    checking the results of the campaign


    (evaluation and control)
    What is it meant to achieve?

    The create brand awareness stimulate trial

    build brand image get into purchase


    Objectives inform
    consideration set

    regain lost customers


    of Promotion: remind
    obtain information
    educate
    re-position
    break into new market
    increase usage
    change/reinforce attitudes
    etc.
    key to the organisation’s direction

    strategies are devised to meet


    objectives
    Targeted
    objectives should be SMART
    objectives
    specific, measurable, achievable,
    relevant, timed

    aim at a specific target audience


    markets are customers/consumers

    people who buy or use things


    Audience audiences listen or watch
    or market? so promotional activities are targeted
    at audiences

    who may or may not be customers/


    consumers
    influencer
    Decision
    Making Units
    initiator user

    Purchase
    Decision
    decider financer

    buyer
    Promotional
    Market Analysis
    Strategy

    Target Audiences

    SMART Objectives

    PUSH Strategies PULL


    a subset of overall marketing strategy

    informed by branding and positioning

    overall marketing communications strategy plus


    campaign strategies
    Promotional
    overview of how objectives will be achieved
    Strategy the details go in the plan

    PUSH strategies
    aimed at the trade

    PULL strategies
    aimed at consumers
    A simple
    communications model: 1

    receiver
    sender

    encoding

    decoding
    channel

    message
    A simple
    communications model: 2

    noise

    receiver
    sender

    distortion distortion
    A simple
    communications model: 3

    receiver
    sender

    encoding

    decoding
    channel

    message

    feedback
    advertising
    paid for, mass media

    public relations (PR)


    The media relations, sponsorship,
    exhibitions, hospitality, celebrity
    endorsement
    Promotional
    sales promotion
    Mix discounts, special offers, competitions

    personal selling
    b2b, retail, telesales
    Influencing Customers

    A attention
    Think
    I interest
    Feel
    D desire
    Do

    A action
    AIDA and The A attention
    Advertising
    Promotion Mix PR
    Sponsorship
    I interest
    Examples of
    Marketing
    Communications
    Techniques D desire
    Sales Promotion
    Direct Mail
    Point-of-sale promotions
    A action
    Direct-response advertising
    Personal Selling
    DAGMAR:
    a Hierarchical Model
    The audience should
    Awareness know about the brand

    The audience should


    Comprehension understand the brand
    and its values

    Conviction Audience members should


    develop a brand preference
    /purchase intention

    Action Purchase
    advertising

    public relations

    sales promotion
    Promotion
    personal selling
    Tools direct marketing

    packaging

    sponsorship
    Advertising Essentials

    message

    Media creative execution

    Audience

    Exhibit 8.5 Advertising essentials


    slice of life

    animation

    testimonial

    news
    Creative fantasy

    Executions spoof or parody

    guarantee

    demonstration

    problem solution

    music
    Media
    Media Class or Category
    e.g. television

    e.g.
    Eastenders

    media vehicles media vehicles


    ‘the determined, planned and sustained
    Public effort to establish and maintain mutual un-
    derstanding between an organisation and
    Relations its publics. Also understood as reputation
    management’
    (PR)
    (Chartered Institute of Public Relations, 2010)
    publicity or media relations

    publications

    corporate communications

    PR community relations

    lobbying
    Techniques sponsorship

    Include: product placement

    branded content

    events management

    crisis management
    Sales promotion

    short-term
    special offers
    which add value
    to a product
    offering
    good at increasing sales

    Benefits effectiveness can be easily measured

    has accurate targeting


    of Sales
    can keep budget down
    Promotion
    has an almost immediate effect

    creates interest in products


    stimulate product trial

    which may lead to regular purchase


    Typical Sales
    introduce a new product to the market
    Promotion
    combat/spoil a competitor’s campaign
    Objectives encourage greater product use

    and so more frequent purchase


    Personal Selling
    making the
    prospecting preparing
    appointment

    following up the call or


    pitch

    closing objection
    handling
    buyer/seller team coordinator

    customer service provider

    A buyer behaviour expert

    information gatherer
    Salesperson’s market analyst and planner

    Job sales forecaster

    market cost analyst

    technologist
    ‘the planned recording, analysis and track-
    Direct ing of individual customers’ responses and
    transactions for the purpose of developing
    Marketing and prolonging mutually profitable custom-
    er relationships’

    (Institute of Direct Marketing, 2010)


    personal contact
    Conventional
    looking for a direct response
    Marketing better feedback

    Channels database marketing

    direct response advertising


    Influencing Customers
    A audience

    I impact

    M message

    R response

    I internal management

    T the

    E end result
    advertising standards code
    legal
    decent
    UK honest
    truthful
    Regulations similar principles in other codes of practice:
    sales promotion, sponsorship .....

    for up to date rules, visit the ASA website at

    www.asa.org.uk
    arbitrary method
    judgement call

    affordable method
    tends to result in low budgets
    Setting
    competitive parity method
    Budgets but did the competition get it right?

    objective and task method


    time consuming but accurate

    percentage of sales method


    commonly used – but which year’s sales?
    clear campaign objectives

    good market understanding

    clearly identified target audience


    Summary and the means to reach them

    originality and creativity


    so the message is correctly received

    a variety of tools to integrate into the


    campaign
    Chartered Institute of Public Relations (n.d.) CIPR
    website, Available at http://www.cipr.co.uk/con-
    tent/policy-resources/jargon-buster (accessed
    30/06/2010).

    Institute of Direct Marketing (n.d.) IDM website.


    Available at: www.theidm.com/resources/jar-
    References gon-buster (accessed 15/05/2010).

    Schramm, W. (1955) How communication works, in W.


    Schramm (ed.), The Process and Effects of Mass Com-
    munications, University of Illinois Press, pp. 3–26.

    Pickton, D.W. and Broderick, A. (2004) Integrated


    Marketing Communications (2nd edn). USA: FT Pren-
    tice Hall.

    You might also like