chapt 12a - promotion

8/13/2019 Chapt 12A - Promotion

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PromotionPromotionPromotionPromotion (marketingmarketingmarketingmarketing

communicationscommunicationscommunicationscommunications) is concerned withcommunication between the sellerand the buyer.

Promotion includes advertising,sales promotion activities, publicity

or public relations, and theactivities of the sales force.

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1.1 Communicating with customers

DefinitionMarketing communicationsMarketing communicationsMarketing communicationsMarketing communications is the processof both informing and educating users and

dealers about the company, and ofinfluencing attitudes and behaviour.

Marketing communicationMarketing communicationMarketing communicationMarketing communication

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(Baker, The Marketing Book, 2003)

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Effectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalEffectiveness communication requires severalelement.element.element.element.element.element.element.element.

A sender

A receiver

A communication channel or medium

A feedback mechanism

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This simple model of communication can beThis simple model of communication can beThis simple model of communication can beThis simple model of communication can beThis simple model of communication can beThis simple model of communication can beThis simple model of communication can beThis simple model of communication can beused to show where failures in the processused to show where failures in the processused to show where failures in the processused to show where failures in the processused to show where failures in the processused to show where failures in the processused to show where failures in the processused to show where failures in the processcan cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.can cause communication to be less effective.

A simple model of communicationA simple model of communicationA simple model of communicationA simple model of communication(Lancaster and Reynolds, Marketing made simple, 2002)

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Model of communication showing the salesperson as the senderModel of communication showing the salesperson as the senderModel of communication showing the salesperson as the senderModel of communication showing the salesperson as the sender(Cant and Heerden, Personal Selling, 2005)

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1.2 Push and pull strategies1.2 Push and pull strategies1.2 Push and pull strategies1.2 Push and pull strategies

Audience Message focus

Consumers, customers Products and services

Members of the marketingchannel, such as dealers

Products and services

All stakeholders, to raise The organisation

A pull effectpull effectpull effectpull effect is when customers ask for the brand byname, inducing retailers or distributors to stock up

with the companys goods. A push effectpush effectpush effectpush effect is targeted on getting the companys

goods into the distribution network.

the visibility of theorganisation

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Integrated marketing communication is a

management concept that is designed to make all

aspects of marketing communication such as

advertising, sales promotion, public relations.

Integrated marketing communication represents

all the elements of an organisations marketing mix

that favourably influence an organisations customers

or clients.

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SOST include SSSSituation, OOOObjectives, SSSStrategy,TTTTactics.

6Ms include: .

MMMMoney (budget).

MMMMachines (equipment).

MMMMaterials (samples, brochures).

MMMMinutes (time constraints). MMMMeasurement (against initial objectives).

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3.3.3.3. ADVERTISINGADVERTISINGADVERTISINGADVERTISING

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Any paid form of non-personal presentation and

or services by an identifiablesponsor.

By American Marketing association

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Promotion, especially advertising can be

seen as attempting to move consumersto move consumersto move consumersto move consumersto move consumersto move consumersto move consumersto move consumersalong a continuum stretching fromfromfromfromfromfromfromfromcomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product tocomplete unawareness of the product to

regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y .regu ar usage ran oya y . emodel is a simple example of thisapproach known as the hierarchy ofeffects model.

Awareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire ActionAwareness Interest Desire Action

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DesiredDesiredDesiredDesiredDesiredDesiredDesiredDesired responseresponseresponseresponseresponseresponseresponseresponse AwarenessAwarenessAwarenessAwarenessAwarenessAwarenessAwarenessAwareness InterestInterestInterestInterestInterestInterestInterestInterest DesireDesireDesireDesireDesireDesireDesireDesire ActionActionActionActionActionActionActionAction

Effectivepromotion tool

Advertising Publicrelations

Salespromotion

Personalselling

Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle. Refer to course book page 313 for Aida and the product life cycle.

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To support sales increase

To encourage trial To create awareness

To inform about a feature or benefit

To remind To reassure

To create an image

To modify attitudes To gain trade and sales staff support

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Demographic

Geographic

Lifestyle variables

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Conveying information

Raising up consumer awareness

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Creating a desire for the product

Stimulating actual product

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Reminding consumers about the product

Reinforcing the knowledge held by potentialconsumers

Remind existing consumers of the benefits of

pro uct

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Differentiating the

brands fromcompetitors in theeyes of the

consumer. This is a particular

danger forcommodity goods,such as flour,sugar

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AboveAboveAboveAbove----thethethethe----linelinelinelineadvertising refers

to adverts in mediasuch as the press,radio, TV and

cinema

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BelowBelowBelowBelow----thethethethe----linelinelinelineadvertising mediainclude direct mail,

exhibitions,package, design,merchandising andso on.

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The objectives are to:

communicate certain Information about a product

highlight specific features of a product. Theconcept of USP ( unique selling proposition) byemphasizing a unique feature which appeals to acus omer nee .

build up a Brand or company image

reinforce Customer behavior

Influence dealers and resellers to stock the items

Achieve policy objective in the case of governmentadvertising

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4.4.4.4. SuccessfulSuccessfulSuccessfulSuccessful

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The content of an advertisement:

The ob ective of the advertisin

The motivation of the potential customer

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Distinctive and identifiable

mu a e emo ona uy ng

Consistency throughout sales operation

Co operation between advertising staff anall other activities in the company

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Definition:

An advertising agency advises its client on

the planning of a campaign and buys

advertising space in various media on

e a o ts c ent.

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a. From the media owners point of view: Reduce the number of organizations they have

to deal with Agencies are to conform to British Code ofAdvertising Practice in order to obtain theircommission

b. From the advertisers point of view: Specialized services Broader contacts

Expert advice Experience

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To take full advantage of the agencysservices, the advertisement manager of the

have working Knowledge of advertising

Be able to negotiate to achieve marketing

aimsTransmit whatever information to agency

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Sales and coverageof special researchagencies:

The press

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Television Magazines

Posters

Radios

Cinema

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5.1 The press5.1 The press include:include:Newspapers Advantages Disadvantages-reach large numbers of

people.

-Serious environment-Short copy lead times

-Some color availability

-short life

-advertising clutter

Re ional -Reader lo alt -Lack of leadershi data

newspapers

-High coverage ofgeographical area -Complex planning and buying

Consumer

magazines

-Precise targeting of special

interest groups

-Good color

-Long copy deadline

-Lack of immediacy

Business

magazines

Read closely

Directories Source pf reference on a

local basis

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Television is a dynamicmedia sector, undergoing

a period of rapid change.- Advantages : mass

market coverage; audio

visual; flexible by regionand flexible by time ofday;

- Disadvantages :

Expensive production;expensive airtime; somewastage passive; long

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Covers posters (roadsideand perimeter hoardings)

and transport(rail/airport/underground/buses/ taxis).

- Advantages : High impactawareness; flexible byregion; high audiencecoverage in urban areas

- Disadvantages :Long leadtimes; limited prime sites;possible vandalism; some

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- Advantages: Local

targeting; immediacy;

- low cost; high- frequency

-

creativity; wallpapersyndrome

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Advantages Disadvanta

ges

Comment

-High -Production - Another

attent onspan-High impact

Regionalflexibility

expense-Lownational

coverage

supportmedium

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There are 2 main simple forms of Internet

for advertising and promotion:(a)(a)(a)(a) ElectronicElectronicElectronicElectronic mailmailmailmail (e-mail): the transferring of

messages and files to other computers anywhere in the,

(b)(b)(b)(b) WorldWorldWorldWorld Wide WedWide WedWide WedWide Wed (www) : the shopping windowto the world, the web pages and site that you view andinteract with on screen

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(c) EmailEmailEmailEmail: Is an flexible communications tool:

+easy to use+inexpensive

+can send messages, documents or files

directly from computer to computer+can edited on screen.

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Benefits for marketing from e-mail technology:+direct marketing activity

+ increase speed and efficiency in promotionprocesses

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(d) World WideWorld WideWorld WideWorld Wide WebWebWebWeb: is a huge potential for advertising+banner advertising to co-operative

advertising on individual websites

+online version of companys brochure orit may give more up-to-dateinformation on companys activities,

products and services

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chapt 12a - promotion

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