Limitations: Short life; poor reproduction quality; small pass-along audience
Television
Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses
Promotion
Selling
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Print & broadcast ads Packaging-outer Packaging inserts Mailings Catalogs Motion pictures House magazines Brochures & booklets Posters & leaflets Directories Reprints of ads Billboards Display signs Point of purchase displays Audiovisual material Symbols & logos1Biblioteka Today’s Agenda
The promotional mix 7 steps in developing a promotional plan
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Promotional Mix
Promotional Mix
Marketing Mix
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Notice that all 4 Ps can be used to communicate. Today we will focus on ‘promotional’ communications.
Demonstrations
Couponing
Rebates
Low-interest financing
Entertainment
Trade-in allowances
Trading stamps
Tie-ins
Sales presentations Sales meetings Telemarketing Incentive programs Salesmen samples Fairs & trade shows
1. Target Audience: Communication Considerations
What information do they need? How will they decode the message? How must the message be structured for this to Happen?
Limitations: Little audience selectivity; creative limitations
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4. The Promotional Mix: Profiles of Other Media Types
Medium
Advantages
Limitations
Yellow Pages Local & Low Cost
Contests, games, Press Kits
sweepstakes Speeches
lotteries
Seminars
Premiums& gifts Annual reports
Sampling
Charitable
Fairs/trade shows donations
Exhibits
Public relations
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4. The Promotional Mix: A Simple Ads Evaluation Sheet
Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences
Magazines
Advantages:
High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership
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2. Set the Objectives
Hierarchy of effects model
Awareness Knowledge
Liking
Preference Conviction
Purchase
Post-purchase
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Cognition
Affect
Action
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1. Identify Target Audience
Potential new buyers Current users Influencers
People who may not buy but influence decisions of those who may
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Awareness Advertising
Interest
Desire
Action Satisfaction
Personal Selling
Sales Promotion
Publicity
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Good
Average
Poor
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4. The Promotional Mix: Sales Promotion (Sampling)
Sender
Receiver
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4. Decide On Promotional Mix
Advertising
Public, Pervasive, Expressive, Impersonal
Personal Selling
Personal, Cultivative, Responsiveness of Buyer
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4. The Promotional Mix:
Common Communication/Promotion Tools
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Advertising
Sales
Publicity
Personal
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3. Designing the Message
Sender
Receiver
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3. Designing the Message: Non-Overlapping Fields of Experience
Sender
Receiver
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3. Designing the Message: Overlapping Fields of Experience
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Steps in Developing a Promotional Plan
1. Identify Target Audience 2. Determine the Communication Objective 3. Design the Message 4. Decide on the Promotional Mix 5. Allocate the Promotional Budget 6. Measure the Results 7. Manage and Coordinate the Process
Source: Who Should Say It
- Source Credibility (As Earlier Discussed)
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3. Designing the Message
Who Should Say It? Someone who…
has high recognition elicits positive affect is appropriate for the product
4. The Promotional Mix: Profiles of Major Media Types
Newspapers
Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability
Marketing 360: Class 8
Professor Kurt Carlson
Kurt Carlson Mkt 360 Term 2, 22002109/5/14
Promotion
Three C’s Customer Company Competition
Four P’s Product Promotion Price Place
Increase market share among first time purchasers from 2% to 5% within 1 year
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3. Designing the Message
Content: What To Say
- Theme, Idea
Structure: How To Say It Logically
- Conclusion Drawing, One vs. Two Sided Messages - Appeal (Rational, Emotional, Moral)
Format: How To Say It Symbolically