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Fashion Promotions
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BUAD 307 PROMOTION Lars Perner, Instructor 1
Promotion Integrated Marketing Communication Elements of promotion â Advertising Strategies â
Other Methods of Promotion
BUAD 307 PROMOTION Lars Perner, Instructor 2
Learning Objectives
⢠Understanding the obstacles that advertising messages face
⢠Understanding the choices facing marketing managers regardingâ Promotional objectivesâ Promotional messageâ Media choiceâ Advertising and promotion
spending
BUAD 307 PROMOTION Lars Perner, Instructor 3
Elements of the Promotion Mix
⢠Advertising⢠Sales Promotion
â Salesâ Couponsâ Rebatesâ Premiums
⢠Personal selling⢠Public relations⢠Direct marketing
BUAD 307 PROMOTION Lars Perner, Instructor 4
Promotion by Decision Stage
⢠Pre-purchaseâ Influence
decision, preference
â Samples to induce trial
⢠Purchaseâ Sales promotionâ Point-of-
purchase (POP) displays
⢠Post-purchaseâ Increase
repurchase propensity
BUAD 307 PROMOTION Lars Perner, Instructor 5
Developing the Advertising Program
IDENTIFYING THE IDENTIFYING THE TARGET AUDIENCETARGET AUDIENCE
SPECIFYING SPECIFYING ADVERTISING ADVERTISING OBJECTIVESOBJECTIVES
DESIGNING THE DESIGNING THE ADVERTISEMENT(S)ADVERTISEMENT(S)
SETTING THE SETTING THE ADVERTISING ADVERTISING
BUDGETBUDGET
BUAD 307 PROMOTION Lars Perner, Instructor 6
Some Media Alternatives
⢠Televisionâ Conventional advertisementsâ Infomercialsâ Sponsorship programmingâ âPlacementsâ
⢠In programming ⢠âSuperimposedâ
⢠Radio
⢠Magazines⢠Newspapers⢠Outdoor⢠Internet⢠Point-of-purchase⢠Other
â Movie theatersâ On other products
BUAD 307 PROMOTION Lars Perner, Instructor 7
Reaching the Customer: Encoding, âNoise,â and âDecodingâ
ENCODINGENCODINGTHE THE
MESSAGEMESSAGE
MESSAGEMESSAGECHANNELCHANNEL
DECODINGDECODINGTHETHE
MESSAGEMESSAGERECEIVERRECEIVER
CHANNEL CHANNEL FEEDBACKFEEDBACK
NOISENOISE
SENDERSENDER
Text, p. 211..
Mktg mgrMktg mgrAdvertising mgrAdvertising mgrAdvertising Advertising agency agency
AdvertisementAdvertisementCouponCouponSales presentationSales presentationPress releasePress releaseStore displayStore display
Media, SalespersonMedia, SalespersonRetail storeRetail storeNews programNews program
ReceiverReceiver interpretation of interpretation of the messagethe message
CustomersCustomersMedia audienceMedia audienceNews mediaNews mediaClientsClients
Other adsOther adsNews articlesNews articlesOther store displays Other store displays
BUAD 307 PROMOTION Lars Perner, Instructor 8
Some Promotional Objectives
⢠Brand awarenessâ Knowledge of product category
⢠Existence
⢠Benefits
⢠Functions
⢠Technology
â Knowledge of brand differences
⢠Brand attitudeâ Favorable beliefs about the
brand⢠Overall
⢠Relative to competitors
⢠Product category or brand trial
⢠Brand preferenceâ Willingness to pay a premium
for the brandâ Resistance to competitor
promotions (e.g., sales, coupons)
â Willingness to buy under less convenient circumstances
⢠Increase in product category or brand usage
â Quantity usedâ Frequency usedâ Scope of uses
⢠Increase in short term sales
BUAD 307 PROMOTION Lars Perner, Instructor 9
Promotional Objectives Across the Product Life Cycle (PLC)
⢠Introductionâ Advertising and
public relations awareness
â Sales promotion trial
â Personal selling distribution
⢠Growthâ Advertising and PR
brand loyalty
â Less emphasis on sales promotion
⢠Maturityâ Advertising
persuasion, reminder
â Sales promotion market share
⢠Declineâ Reduction in
advertising and PR
â More emphasis on sales promotions temporary sales
Text, p. 217Text, p. 217
BUAD 307 PROMOTION Lars Perner, Instructor 10
Increase in Product Category or Brand UsageâProduct Category Potential Examples
⢠Scope of usesâ Orange juice: âIt isnât
just for breakfast anymoreâ
â Baking sodaâ ZipLock⢠bagsâ WD-40⢠(lubrication
and sticker removal)
⢠Quantity usedâ Calcium supplementsâ Milk
⢠Frequency usedâ Cosmeticsâ Deodorantâ Wineâ Greeting cardsâ Phone calls
⢠Cell phone minutes⢠Call to family/friends
â Hotels, airlinesâ Conference callsâ Car engine oilâ Canned soup
BUAD 307 PROMOTION Lars Perner, Instructor 11
Communications Objectives
⢠Informingâ Awarenessâ Interestâ Benefitsâ Other information
⢠Persuadingâ Preference based on
competitive advantages
â Brand switching or prevention of brand switching
⢠Remindingâ Trigger memoriesâ Maintain preference
and buying habits
BUAD 307 PROMOTION Lars Perner, Instructor 12
Some Advertising Strategies
⢠Comparative adsâ Illegal in most countries
â Generally very disliked by U.S. consumers but still relatively effective
⢠Humor appealâ A way to get attention to the
advertisementâbut the consumer may remember the humor and not what the product featured was
⢠Adding beliefs⢠Classical conditioning
(association)
⢠Fear appealâ To be effective:
⢠Feared stimulus must be of medium intensityâenough to motivate action but not so intense that the individual âtunes outâ the ad
⢠A clear solution must be offeredâe.g., use Listerine⢠to avoid tooth loss due to gingivitis
⢠Repetition⢠Celebrity endorsements
BUAD 307 PROMOTION Lars Perner, Instructor 13
The Elaboration Likelihood Model and Likely Effectiveness of Celebrity Endorsements
Product Product important orimportant orexpensive?expensive?
Celebrity Celebrity endorsementsendorsements
more likely to bemore likely to beeffectiveeffective
NoNo
Is endorserIs endorsercongruent withcongruent with
productproductendorsed?endorsed?
Unlikely to beUnlikely to beeffectiveeffective
More likelyMore likelyto be to be
effectiveeffective
NoNo YesYes
YesYes
LowLowelaboratioelaboratio
nn
HighHighelaborationelaboration
BUAD 307 PROMOTION Lars Perner, Instructor 14
Executing The Advertising Program
⢠Pre-testingâ Several âstory boardsâ or actual ads are
createdâ Ads are tested on consumers
⢠Instant response technologies (consumers either rate approval or have physiological measures taken throughout an ad duration
â The best performing ad or ads are chosen subject to constraints imposed (e.g., need to specify a certain message or use certain types of models)
⢠Possible redesign⢠Carrying out advertisement
â Full service agenciesâ Limited service agenciesâ In-house
BUAD 307 PROMOTION Lars Perner, Instructor 15
Advertising Intensity and Return --A Typical RelationshipAdvertising Intensity and Return --A Typical Relationship
0
0.2
0.4
0.6
0.8
1
Res
pons
e (e
.g.,
sal
es,
reca
ll)
0 5 10 15 20 25 Amount of Advertising Spending
The âSâ-Shaped Curve
Saturation Point
Relatively
high effecti
veness
Too little to domuch good
BUAD 307 PROMOTION Lars Perner, Instructor 16
Sample Exam Question
BUAD 307 PROMOTION Lars Perner, Instructor 17
Measuring Advertising EffectMeasuring Advertising Effect
⢠Several possible criteria:â Scanner data
⢠Individual TV exposure can be matched against actual purchases
⢠Available only for grocery products
â Increase in sales (but it may be impossible to separate effects of different simultaneous ads)
â Lab studies:⢠Recall⢠Attitude toward product⢠Preference
BUAD 307 PROMOTION Lars Perner, Instructor 18
Japanese AdvertisingâUse of animation and cartoon characters
BUAD 307 PROMOTION Lars Perner, Instructor 19
Breaking Through the Clutter