MGT 2306MARKETING MANAGEMENT

Lesson 9

LESSON 9 OBJECTIVES

• Define the role of Promotion

• Describe the roles and tasks of promotion

• Introduce the AIDA concept and differentiate PUSH and PULL strategies in promotion

• List and identify the elements in a promotional mix

The Role of Promotion

Communication by

marketers that informs,

persuades, and reminds

potential buyers of a product

in order to influence an

opinion or elicit a response.

What is a Promotion Strategy?

A plan for the optimal use

of the elements of

promotion: Advertising Public Relations Sales Promotion Personal Selling

GOALS AND TASKS OF PROMOTION

Informing Reminding

Persuading

TargetAudience

THE AIDA CONCEPT

Model that outlines the process for

achieving promotional goals in terms

of stages of consumer involvement

with the message.

AttentionInterestDesireAction

THE AIDA CONCEPT

Action

Desire

Interest

Attention Cognitive (thinking)

Affective (feeling)

Conative (doing)

Push and Pull Strategies

Manufacturerpromotes to wholesaler

Wholesaler promotes to

retailer

Retailer promotes toconsumer

Consumerbuys from

retailer

PUSH STRATEGY

Orders to manufacturer

Manufacturerpromotes to

consumer

Consumer demands product

from retailer

Retailer demands product

from wholesaler

Wholesaler demands

product frommanufacturer

Orders to manufacturer

PULL STRATEGY

Integrated Marketing Communications (Komunikasi pemasaran bersepadu)

The careful coordination

(penyelarasan) of all promotional

messages to assure the

consistency of messages at every

contact point where a company

meets the consumer.

IMC Popularity Growth

Proliferation (percambahan) of thousands of media choices

Fragmentation (pemecahan) of the mass market

Slash of advertising spending in favor of promotional techniques that generate immediate response

Categories of Communication

InterpersonalCommunication

MassCommunication

Marketing Communication

As Senders As Receivers

Develop messages

Adapt messages

Spot new communication opportunities

Inform

Persuade

Remind

Marketing Communication

Noise

Sender EncodingMessage

FeedbackChannel

MessageChannel

DecodingMessage Receiver

The Communication Process