chapter 16 promotional planning for competitive advantage
TRANSCRIPT
Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1
16Integrated Marketing
Communications
Professor Close
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LO 1 Discuss the role of promotion in the marketing mix
LO 2 Discuss the elements of the promotional mix
LO 3 Describe the communication process
LO 4 Explain the goal and tasks of promotion
Learning OutcomesLearning Outcomes
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LO 5 Discuss the AIDA concept and its relationship to the promotional mix
LO 6 Describe the factors that affect the promotional mix
LO 7 Discuss the concept of integrated marketing communications
Learning OutcomesLearning Outcomes
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Discuss the role of promotion in the
marketing mix
The Role of Promotion in The Role of Promotion in the Marketing Mixthe Marketing Mix
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The Role of Promotion
A plan for the optimal use of the elements of promotion: Advertising Public Relations Personal Selling Sales Promotion
PromotionalStrategy
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Exhibit 16.1Exhibit 16.1Role of Promotion in Role of Promotion in the Marketing Mixthe Marketing Mix
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Competitive Advantage
Unique features
Excellent service
Low prices
Rapid delivery
High product quality
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Discuss the elements of the
promotional mix
The Promotional MixThe Promotional Mix
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The Promotional Mix
Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Includes:
Advertising Public Relations Personal Selling Sales Promotion
Promotional
Mix
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The Promotional MixMost commonly distributed Most commonly distributed by traditional media, though by traditional media, though increasingly through non-increasingly through non-traditional media, such as traditional media, such as Web sites, e-mail, blogs, Web sites, e-mail, blogs, and interactive video kiosks and interactive video kiosks in malls and supermarkets.in malls and supermarkets.
Advertising
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Advertising MediaTraditional Advertising Media
NewAdvertising
Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Internet Banner ads Viral marketing E- mail Interactive video
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AdvertisingAdvantages Disadvantages
Reach large number of people
Low cost per contact
Can be micro-targeted
Total cost is high
National reach is expensive for small companies
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Public Relations
Helps an organization communicate with customers, suppliers, stockholders, government officials, employees, and the community.
Public
Relations
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The Function of Public Relations
Maintain a positive image Educate the public about the
company’s objectives Introduce new products Support the sales effort Generate favorable publicity
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Sales Promotion
Marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness.
Sales
Promotion
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Sales Promotion
EndConsumers
Company Employees
Trade Customers
Free samples
Contests
Premiums
Trade Shows
Vacation Giveaways
Coupons
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Personal Selling
Planned presentation to one or more prospective buyers for the purpose of making a sale.
Personal
Selling
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Personal Selling
Traditional Selling
Relationship Selling
Attempts to persuade the buyer into a specific point of view. Win-lose outcome.
Long-term relationships, create a win-win outcome
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Describe the communication
process
Marketing CommunicationMarketing Communication
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Communication
the process by which meanings are exchanged or shared through a common set of symbols.
Communication is…
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Categories of Communication
InterpersonalCommunication
MassCommunication
Marketing Communication
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As Senders As Receivers
Develop messages
Adapt messages
Spot new communication opportunities
Inform
Persuade
Remind
Marketing Communication
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Exhibit 16.2Exhibit 16.2Communication ProcessCommunication Process
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LO3
Exhibit 16.3Exhibit 16.3Characteristics of the Elements in Characteristics of the Elements in the Promotional Mixthe Promotional Mix
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Communication Mode Communication ControlFeedback AmountFeedback SpeedMessage Flow DirectionMessage Content ControlSponsor IdentificationReaching Large Audience Message Flexibility
AdvertisingIndirect and impersonal
LowLittle
DelayedOne-way
YesYes
Fast Same message to all audiences
Characteristics of the Elementsin the Promotional Mix
LO3
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Communication Mode Communication ControlFeedback AmountFeedback SpeedMessage Flow DirectionMessage Content ControlSponsor IdentificationReaching Large Audience Message Flexibility
Public RelationsUsually indirect, impersonal
Moderate to lowLittle
DelayedOne-way
NoNo
Usually fast Usually no direct control
Characteristics of the Elementsin the Promotional Mix
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Communication Mode Communication ControlFeedback AmountFeedback SpeedMessage Flow DirectionMessage Content ControlSponsor IdentificationReaching Large Audience Message Flexibility
Sales PromotionUsually indirect and impersonal
Moderate to lowLittle to moderate
VariesMostly one-way
YesYes
Fast Same message to varied target
Characteristics of the Elementsin the Promotional Mix
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Communication Mode Communication ControlFeedback AmountFeedback SpeedMessage Flow DirectionMessage Content ControlSponsor IdentificationReaching Large Audience Message Flexibility
Personal SellingDirect and face-to-face
HighMuch
ImmediateTwo-way
YesYes
Slow Tailored to prospect
Characteristics of the Elementsin the Promotional Mix
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Web 2.0Web 2.0 tools include:• Blogs (online journals)• Podcasting (online radio)• Vodcasts (online videos)• Social Networks (Facebook, MySpace)
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Blogging
Sponsored by a company or one of its brands and maintained by one or more of the company’s employees.
Consumer-Generated
Blogs
CorporateBlogs
Independent and not associated with the marketing efforts of any particular company or brand.
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Explain the goals and
tasks of promotion
The Goals and Tasks The Goals and Tasks of Promotionof Promotion
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Goals and Tasks of Promotion
Informing Reminding
Persuading
TargetAudience
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Goals and Tasks of Promotion
Informing Reminding
Persuading
TargetAudience
PLC StagesPLC Stages:Introduction Early Growth
PLC Stages:PLC Stages:Growth Maturity
PLC Stages:PLC Stages:Maturity
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Goals and Tasks of Promotion
Increase awareness
Explain how product works
Suggest new uses
Build company image
Informative Promotion
Bey
ond
the
Boo
k
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Goals and Tasks of Promotion
Encourage brand switching
Change customers’ perceptions of product attributes
Influence immediate buying decision
Persuade customers to call
Persuasive Promotion
Bey
ond
the
Boo
k
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Goals and Tasks of Promotion
Remind customers that product may be needed
Remind customers where to buy product
Maintain customer awareness
Reminder Promotion
Bey
ond
the
Boo
k
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Discuss the AIDA concept and its
relationship to the promotional mix
Promotional Goals Promotional Goals and the AIDA Conceptand the AIDA Concept
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The AIDA Concept
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
AttentionInterestDesireAction
AIDA Concept
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Exhibit 16.4Exhibit 16.4
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The AIDA Concept
Action
Desire
Interest
Attention Cognitive (thinking)
Affective (feeling)
Conative (doing)
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Describe the factors that affect the
promotional mix
Factors Affecting the Factors Affecting the Promotional MixPromotional Mix
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Factors Affecting the Choice of Promotional Mix
Nature of the product
Stage in PLC
Target market characteristics
Type of buying decision
Promotion funds
Push or pull strategy
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Exhibit 16.5Exhibit 16.5Product Life Cycle and Product Life Cycle and
the Promotional Mixthe Promotional Mix
Advertising, PR, brandloyalty;personal selling fordistribution
Ads decrease;sales promotion;personal selling;reminder & persuasive
AD/PR decrease; limited sales promotion; personal selling for distribution
Heavy use of Advertising;PR forawareness;sales promotionfor trial
Light Advertising; pre-introductionpublicity
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Target Market Characteristics
For… Widely scattered
market
Informed buyers
Brand-loyal repeat purchasers
Advertising
Sales Promotion
Less Personal Selling
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Type of Buying DecisionAdvertising
Sales PromotionRoutine
Personal Selling
Neither Routinenor Complex
Advertising
Public Relations
Print AdvertisingComplex
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Available Funds
Trade-offs with funds availableNumber of people in target marketQuality of communication neededRelative costs of promotional
elements
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Exhibit 16.6Exhibit 16.6Push Strategy versus Pull Push Strategy versus Pull StrategyStrategy
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Discuss the concept of integrated marketing
communications
Integrated Marketing Integrated Marketing CommunicationsCommunications
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Integrated Marketing Communications
IntegratedMarketing
Communications
The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.
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IMC Popularity GrowthProliferation of thousands of media
choices
Fragmentation of the mass market
Slash of advertising spending in favor of promotional techniques that generate immediate response
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Bey
ond
the
Boo
kChapter 16 Videos
Vans – Integrated Marketing Communication
This video examines the carefully planned strategy that Vans developed to create loyalty in a fickle niche market. Describe Vans’ pyramid strategy. How does it protect the brand?
http://www.cengage.com/marketing/book_content/1439039429_lamb/company_clips/ch16.html