module 7 promotion.ppt

7/24/2019 module 7 promotion.ppt

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Integrated MarketingCommunications


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Marketing

Communications

The means by which firms attempt to

inform, persuade, and remindconsumers, directly or indirectly, about

the products and brands they sell.


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Marketing

Communications Mix The specifc blend o promotion

tools that the company uses to

persuasively communicatecustomer value and buildcustomer relationships

ATL TL

TTL

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Ma!or Promotion Tools

Advertising

"alesPromotion

#vents#xperiences

Public$elations

%irectMarketing

Personal"elling

CommunicationPlatorms


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Integrated Marketing

Communications IMC is a concept o marketing

communications planning that recogni&es

the added value o a comprehensiveplan'

#valuates the strategic roles o a variety

o communication disciplines( combiningthem to provide clarity( consistency andmaximum impact through integration omessages'


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Advertising

Any paid form of nonpersonal presentation

and promotion of ideas, goods, or

services by an identified sponsor.


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Advertising)erbal and*orvisual

+onpersonal

message

%elivery

throughmedia

Identifed sponsor

Paymenty sponsor

To mediaCarryingmessage


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Ma!or Advertising

%ecisions

,b!ectivessetting

Communication

ob!ectives

"alesob!ectives

udget%ecisions

A-ordableapproach

Percent osales

Competitiveparity

,b!ective andtask

Message %ecisions

Message strategy

Message execution

Media %ecisions

$each( re.uency(impact

Ma!or media types

"pecifc mediavehicles

Media timing

Advertising#valuation

Communication impact

"ales /

Proft Impact

$eturn onAdvertising


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#xamples o AdsAdvertising

Print and broadcast ads

Packaging inserts Motion pictures rochures and booklets Posters illboards P,P displays Logos )ideotapes


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Public $elations Public relations is( simply0stated(

the art and science o building

relationships bet1een anorgani&ation and its key audiences'

uilding good relations 1ith thecompany2s various publics byobtaining avourable publicity(building up a good image( andhandling o heading o- unavourable

rumors( stories and events


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3unctions o P$ Press relations or press agency

Product publicity

Public a-airs Lobbying

Investor relations

%evelopment


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Personal "elling Personal selling is oral communication 1ith

potential buyers o a product 1ith theintention o making a sale'

The interpersonal arm o the promotionmix' A company2s salespeople create andcommunicate customer value through

personal interactions 1ith customers

Personal presentation by the frm2s salesorce or the purpose o making sales andbuilding customer relationships


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Personal "elling

"ales presentations

"ales meetings

"amples

3airs and trade sho1s


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Collection o incentive tools(

mostly short term designedto stimulate .uicker orgreater Purchase oparticular products or

services by consumers or thetrade

"ales Promotion


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"ales Promotion%emand0stimulating devicesto supplement advertising

and acilitate personal selling

%emand0stimulating devicesto supplement advertising

and acilitate personal selling

Trade

Promotions

Consumer

Promotions


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"ales promotion is one o the ouraspects o promotion'

"ales promotions are non0personalpromotional e-orts that are designed tohave an immediate impact on sales'

"ales promotion is media and non0mediamarketing communications employed ora pre0determined( limited time toincrease consumer demand( stimulatemarket demand or improve productavailability'


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Ma!or "ales Promotion

Tools Consumer promotions: sales promotion tools used toboost sort!term "ustomer bu#ing and in$ol$ementto enan"e long term "ustomer relationsips

%rade promotions: sales promotion tools used topersuade resellers to "arr# a brand& gi$e it sel'spa"e& promote it in ad$ertising& and pus it to"ustomers

(usiness promotions: sales promotion tools used togenerate business leads& stimulate pur"ase& reward"ustomers& and moti$ate salespeople

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"ales Promotion Tactics

Consumer 0%irected "amples

Coupons

Cash reund o-ers Price o-s* Price Packs

(reduced-price pack,

banded pack) Premiums* 4its (with-packpremium,

free-in-the-mail premium)


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3re.uency Programs

Pri&es

Patronage re1ards

3ree trials

Contests( s1eepstakes and games

Advertising specialities

Point0o0purchase 5P,P6 promotions


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Trade0directed

Price o-s Allo1ances0 (advertising, display) 3ree goods Push money "pi-s A spi- is a small( immediate bonus or a sale'

Typically( 7spi-s7 are paid( either by a manuacturer oremployer( directly to a salesperson or selling a specifcproduct'

"pecialty advertising usiness Promotions Conventions and Trade sho1s "ales contests


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%irect Marketing

Connecting directly 1ithcareully targeted individual

consumers to both obtain animmediate response andcultivate lasting customer

relationships

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%irect Marketing Catalogs

Mailings Telemarketing T) shopping 3ax mail #0mail )oice mail


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,nline Marketing

Company e-orts to marketproducts and services and build

customer relationships over theinternet

,nly Click

,nly rick rick and Click* Click and Mortar

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Documents

module 7 promotion.ppt