By:Andrea Dellit Jean VannierLuhan LiChris Spaude
PROMOTION
Definition of promotion/theoryObjectives of PromotionSelecting Promotional MixPromotional Mix Integrated Marketing CommunicationsAdvertisingPublic RelationsSales Promotion
AGENDA
A communication happens when there is a transfer from one person to another
PROMOTION…INFORMATION…COMMUNICATION
Create awareness
Stimulate demand
Encourage product choice
Identify customers
Counter competition
Smooth the sales
Persuade
Make attitudes evolve
Educate
Facilitate means of distribution
WHY BOTHER?
PUSH
You PUSH the product towards the customer
PULL
You PULL the customer towards the product
TWO REGULAR STRATEGIES
•Resources•Policies•Objectives of the firm or campaign
Internal
factors
•Size•Location•Demographics
Market Characteristics
•Life Cycle•Good/Service/Ideas•Competition & Intensity of Coverage•Product Usage
Product Characteristics
PROMOTIONAL MIX
Definition:Use of the promotion mix to create and maintain long-term relationships with customers by satisfying customer needs and/or wants.
INTEGRATED MARKETING COMMUNICATIONS (IMC)
INTEGRATED MARKETING COMMUNICATIONS (IMC)
Goals:1.One unified voice2.Begins with customer3.Develop a relationship with customers4.Create two-way communication5.Include all stakeholders, not just customers
6.Generate a continuous stream of communication
7.Measure results from ACTUAL feedback
•Identify the target audiences•Establish objectives
• Budget (Affordability/Arbitrary Allocation /Ratio to Sales /Competitive Comparison/Marginal Analysis/Objective Task )
•Create the campaign•Feedback and Evaluations
INTEGRATED MARKETING COMMUNICATIONS (IMC)
Definition Impersonal, One-way, mass-communication, promote Not intended to drive action
Multiple media channels T.V., Newspaper, Magazines, Radio, etc…
Advertisements take 3 forms Based on product life stage
Pioneering Competitive Reminder
ADVERTISING
Pioneering
ADVERTISEMENT
Competitive
Reminder
Promotional messageReputationNot a particular product
INSTITUTIONAL ADVERTISING
Advantages
Cost/ContactRepetitionVersatilityAtmospherePrestige
Disadvantages
CostFlexibilityClutterCredibilityHigh wasteLack of actionProblem measuring
ADVANTAGES & DISADVANTAGES
1. Target Audience Who are you trying to reach?
2. Advertising Objectives What do you want your audience to take away?
3. Advertising Budget How much can you spend?
4. Designing Ads What should my advertising look like?
5. Selecting media How am I going to reach my audience?
DEVELOP THE ADVERTISING PROGRAM
“Public relation is a strategic communication process that builds mutually beneficial relationships between organizations and their publics” Anticipate, analyze, interpret public opinion
Not directly paid for by sponsorMore eff ective than advertising, higher longevity
More accepted by the general publicAdvantages:
Credibility Impact Cost
Very diffi cult to control Cant always predict reaction Social media
More, faster, responsive PR, but add another control factor
PUBLIC RELATIONS
Limited time Introduce new product Clear out inventories Attract traffi c Temporarily lift sales
Aimed at impulse buyersTypically use sales
Volumes need to offset
SALES PROMOTIONS
QUESTIONS?