Download - Chapter 13 Advertising, Promotion, and Sales
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Chapter 13Advertising, Promotion, and Sales
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© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Marketing Communications Process
• Encoding:
• Message channel –
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The Marketing Communications Process
• Face to-face contact is still necessary for the need • •
• Decoding:
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© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Marketing Communications Process
• Noise:
• Outcome:
• • •
• Feedback:
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© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• Determine the target audience• • Determine the budget• • Determine the message• • Determine campaign effectiveness
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Planning Promotional Campaigns• The target audience:
• Expectations have to be researched to ensure the appropriateness of campaign decision making• Cause-related marketing:
• Corporate image advertising:
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Planning Promotional Campaigns• Umbrella campaign helps multidivisional
companies to: • •
• Companies announce repositioning strategies through image campaigns to:•
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© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• Campaign objectives•
• Can be divided into overall global and regional objectives as well as local objectives
•
• Have to be measurable for control purposes
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Planning Promotional Campaigns
• The budget•
• Ideally, budget would be set as a response to the objectives to be met•
• Budgets can be used as a control mechanism if headquarters retain final budget approval
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Planning Promotional Campaigns
• Media strategy: The major factors determining the choice of the media vehicles to be used are• • • Media habits of the intended audience - Media
strategist needs data on:• • •
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Planning Promotional Campaigns• Global media vehicles have target audiences
on at least three continents and the media buying takes place through a centralized office
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Planning Promotional Campaigns
• The promotional message: Developing the promotional message is referred to as creative strategy• Consumer’s motivations vary depending on:
•
• •
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Planning Promotional Campaigns• The localization of global ideas is achieved by
various tactics:• • •
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Planning Promotional Campaigns
• The campaign approach • What type of outside services to use
•
•
• How to establish decision-making authority for promotional efforts•
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Planning Promotional Campaigns
• Measurement of advertising effectiveness•
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Planning Promotional Campaigns• The measures most used are
• • • • • • •
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Planning Promotional Campaigns
• Personal selling•
• Designed to accomplish three tasks:• • •
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Other Promotional Elements• Indirect exports
• •
• Direct exports: Guidelines for the marketer-intermediary interaction: • • • •
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Other Promotional Elements• Integrated solutions: Final stage of
globalization•
• Direct marketing•
• Dominant direct-response medium•
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Other Promotional Elements• The Internet: Connects users of all types • Offers five main advantages:
• • • • •
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Other Promotional Elements• Database marketing:
• Two types of databases –
• Social networking service:
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Other Promotional Elements• Sales promotion• Used for promotion that does not fall under
advertising, personal selling, or publicity• The appeal is related to several factors:
• • •
• To be effective, the campaign must gain support of local retailer population
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Other Promotional Elements• Regulations make global sales promotions
rare and difficult to launch• Trade shows and missions: An event
where manufacturers, distributors, and other vendors• •
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Other Promotional Elements
• Reasons for participation in trade fairs• • • • • •
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Other Promotional Elements• Reasons for non participation in trade fairs
•
•
•
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Other Promotional Elements
• Public relations• Image: •
• Internal public relations•
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Other Promotional Elements• Some of the material used internally
• • External public relations:
• External campaigns can be achieved through:• • • •
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Other Promotional Elements• Unanticipated developments places the
company in a position that requires:•
• Crisis management:
• Should have traits like:• • • •
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Other Promotional Elements• Consumer-generated media (CGM):
Consumers find initiate topics of interest on the Web • •
• Public relations function can be handled in-house or with the assistance of an agency
• Use and extent of public relations activity vary by company and type of activity needed
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Other Promotional Elements
• Sponsorship marketing• • Sponsorship of events is driven by the desire
to be associated with a worldwide event that has:• • •
• Ambush marketing: