mkt 100 021 - week 12 - promo & place management
TRANSCRIPT
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Assistant Professor, MarketingPlease ensure all electronic devices are in “silent
mode”, “vibrate mode” or “turned off”
Anthony Francescucci
MKT 100-021WEEK 12 – PROMOTION PART 2
& PLACE MANAGEMENT
Welcome to
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PROMOTION MANAGEMENT
Advertising
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CLASSIC COMMUNICATIONS MODEL
2 parties (Sender & Receiver)
2 Tools (Media & Message)
4 Functions (Encoding, Decoding, Response, Feedback)
Noise
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Inform Persuade Remind
ADVERTISING GOALS
To Inform
• Telling the market about a new product• Suggesting new uses for a product• Informing the market of a price change• Explaining how a product works• Describing available services• Correcting false impressions• Reducing consumer’s fears• Building a company image
To Persuade
• Building brand preference• Encouraging switching to your brand• Changing customer’s perception of product
attributes• Persuading consumer to purchase now• Persuading customer to receive a sales call
To Remind
• Reminding the consumer that the product may be needed in the near future
• Reminding consumer where to buy it• Keeping it in consumer’s mind off season• Maintaining top-of-mind awareness
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CONSUMER RESPONSE
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CONSIDER THIS IMAGEAre you aware of this
product?
Do you have any interest in this product?
Do you want to buy this product?
Have you purchase this product?
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CONSIDER THIS IMAGEAre you aware of this
product?
Do you have any interest in this product?
Do you want to buy this product?
Have you purchase this product?
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CONSIDER THIS IMAGEAre you aware of this
product?
Do you have any interest in this product?
Do you want to buy this product?
Have you purchase this product?
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CONSUMER RESPONSE HIERARCHY MODEL
CLASSIC RESPONSE HIERARCHY MODELS
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LearningStage
FeelingStage
BuyingStage
ToInform
ToPersuade
ToRemind
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HOW ADVERTISING WORKS?
3 GeneralHierarchy-of-effects
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3 HIERARCHY OF EFFECTSLFB
Learn
Feel
Buy
FBL
Feel
Buy
Learn
BFL
Buy
Feel
Learn
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LFB: LEARN – FEEL – BUY
This advertising informs the buyer
• To build awareness or to teach consumers about the product so they form new beliefs
• Learning new beliefs will lead to new feelings
• Which will increase purchase intention and actual purchases.
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LFB: LEARN – FEEL – BUYFo
rms • Attempts to increase consumer demand by
amplifying the importance of the problem
• Differentiate on basis of classic differentiation. Uniqueness or superiority of features or performance
• Simplest is a news worthy announcement
ForSale
New product announcement Reminders
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LEARN – FEEL - BUY
Advertising Examples
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LFB: WE ARE, WE HAVE
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LFB: THIS IS HOW I WORK
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Knocked out nose
LFB: HAVE YOU GOT THIS PROBLEM?
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LFB: THIS IS MORE OF A PROBLEM THAN YOU THINK
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LFB: WE WORK BETTER IN THIS SITUATION
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LFB: WE WORK BETTER IN THIS SITUATION
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FBL: FEEL – BUY – LEARNThis advertising connects an image, feeling or mood
to a brand
• Rather than using info to persuade, it uses familiarity and feelings to change behaviour
• It uses humor, popular spokespeople, cultural icons or popular music to evoke positive feelings that will transfer to the product or service.
• Learning occurs after trial• No claims of superiority or solicitation
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FBL: FEEL – BUY – LEARNFo
rms • Image persuasion where simply state the brand
name and illustrate the product attractively
• Evoke memories of past usage experiences that are positive and reinforcing
• Fantasizing where highly desirable feelings and moods are associated with the product or service and conjured up in later use
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FBL: FEEL LOVE, THINK DIAMONDS
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FBL: SMILE, LIKE ME
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FBL: SMILE, LIKE ME
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FBL: THE FEELING OF SPEED
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BFL: BUY – FEEL – LEARN
This advertising encourages consumers to first change their behaviour by trying the product
• The trial results in feelings (e.g. love it or hate it) that lead consumer to learn about the product attributes
• The purchase is often low involvement or impulsive• The ad neither informs nor creates lasting feelings, it
simply prompts trial.
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BFL: TRY ME
The bad taste campaign increased Buckley's market share over 10% in the Canadian cough & cold category and has won numerous advertising awards.
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BFL: TRY ME
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WHAT IS THE PERSUASION STRATEGY?
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WHAT IS THE PERSUASION STRATEGY?
• “Have you got this problem, we have the solution” persuasion message.
• Uses huge headlines to get attention. The basic problem is having to fit into clothes rather than clothes fitting you. Land’s End and other direct marketing companies are now offering tailor fitted clothing for 20% more and it is a huge success…an example of one-to-one marketing that addresses the problem in this ad.
Learn-Feel-Buy Ad
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WHAT IS THE PERSUASION STRATEGY?
• directed at feelings of parental responsibility…about as basic as you can get.
• The precious cargo is also very attention-grabbing. Putting babies or puppies in ads increases attention. Notice how different the message and execution is from the previous Goodyear Ad. Which is more likely to grab your attention? Which is simpler? Do you think the ad is directed at women using the second family car that needs its tires replaced? A person- usage situation benefit segmentation example.
A Feel – Buy – Learn Ad
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WHAT IS THE PERSUASION STRATEGY?
• “Have you got this problem we have a solution.” persuasion message
• that aims to extend product usage and demand by lining cooking dishes with foil. For anyone who has ever had to clean such a dish, a very effective ad. The contrast between burnt mess and squeaky clean gets your attention.
A Learn-Feel-Buy Ad
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WHAT IS THE PERSUASION STRATEGY?
• “Try it, you will like it” persuasion ad
• that uses old-fashioned testimonials. But not very attention-grabbing. Might have been better to use radio advertising where you make the sound distinction by increasing volume and clarity of sound when you “hear” the spokesperson put the head-phones on.
A Buy – Feel – Learn Ad
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WHAT IS THE PERSUASION STRATEGY?
• “I am a dream, a good time product.” persuasion message.
• Encourages the viewer to imagine the experience of driving a car, that is only partially shown! A very stylish, black and white ad that fits the product image.
A Feel – Buy – Learn Ad
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WHAT IS THE PERSUASION STRATEGY?
• “We are better than them” persuasion message
• where the them is also us! The comparison is between the new generation and old generation product. The product dominates attention, front and center which is what it should do when marketing new innovation. A perfect example of, if you have something to say, shout it from the rooftops.
A Learn-Feel-Buy Ad
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WHAT IS THE PERSUASION STRATEGY?
• “I am a dream, a good time product.” persuasion message.
• Quite attention-grabbing. The primitive learning reinforcement in use is very strong. Our sense of smell evokes memories very strongly.
A Feel – Buy – Learn Ad
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WHAT IS THE PERSUASION STRATEGY?
• “Try me.” persuasion message.
• This ad encourages trial. Try it, you’ll love it. “Take it. Break it. Share it. Love it.
A Buy – Feel – Learn Ad
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WHAT IS THE PERSUASION STRATEGY?
• “we are…we have” persuasion message• where the “we have” is a “as long as you
own the car tread life guarantee”. But remember – this ad is not targeted to new car owners, but car owners whose tires need to be replaced. That means they have a car that has done 40,000-50,000 miles. Most owners will probably replace the car before it hits 80,000-100,000 so only a few will enjoy the benefit, and what does the small print say? Exclusions apply and after three years you have to pay 30% of replacement cost. The ad is also weak in its attention-grabbing power. Putting the blimp in the ad and making that connection is an example of integrated marketing communication.
A Learn-Feel-Buy Ad
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WHAT IS THE PERSUASION STRATEGY?
• “Like me…like the product.” persuasion message.
• Notice the horse in the glasses “cowboy” association. But do cowboys wear cologne? No. Do modern wanna-be urban cowboys wear cologne? Presumably, the market research says yes
A Feel – Buy – Learn Ad
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WHAT IS THE PERSUASION STRATEGY?
• “This is how I work…” persuasion ad
• This ad introduces the symbol of the gold jacket and attempts to establish it’s meaning with the customer. The ad differentiates Century 21 as different, a cut above the result, “The Gold Standard”.
A Learn-Feel-Buy Ad
Click on logo to start TV ad
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WHAT IS THE PERSUASION STRATEGY?
• “Smile; like me” persuasion message.
• Notice this ad has the couple imagining what their future would be like if they purchased the property, suggesting that a Century 32 agent can help you visualize your future home.
• Uses familiar song and imagery.
A Feel – Buy – Learn Ad
when you give us the confidence to find
your future
we see it together
Click on logo to start TV ad
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MANAGING THE ADVERTISING
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MANAGING THE ADVERTISING AGENCY 1. Client puts together the creative brief.
2. Agency comes up with creatives.
3. Independent research firm tests the ads.
4. Distributors are consulted.
5. Link payment to performance.
Salespeople get paid on performance. Why not ad agencies?
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TYPES OF MEDIA1. Point of Purchase
2. Billboards
3. Newspaper Display Advertising
4. Direct mail advertising
5. Radio and musical jingles
6. Television advertising
7. Internet search advertising
8. Magazines
9. Email and web advertising
10. Sponsorships
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TELEVISION ADVERTISING ADVANTAGES
• Intrusive, attention getting • Most persuasive media • High reach • High frequency • Offers visuals, sound,
movement • Best for demonstrating new
products/solutions and for highlighting zany humor.
DISADVANTAGES
• Networks deliver a mass • Narrow casting limited to cable
television• Specific programs, and local
television• High production and
placement costs• High ad clutter• Only seems to work for new
products and services
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RADIO ADVERTISING ADVANTAGES
• High intimacy• Can reinforce TV ad• Can use announcer disc jockey
endorsements• Highly targeted audiences by
age and music and talk show tastes
• Low production and running costs
• Short ad-placement lead time
DISADVANTAGES
• Lack of visuals limits learning and links to point-of-purchase
• Difficult to buy national coverage
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NEWSPAPER ADVERTISING
ADVANTAGES
• Creates greater urgency• Excellent for local retail sales
and specials• Major private ads media• Classifieds• Short ad-placement lead
time• Co-op advertising with
retailers• High credibility
DISADVANTAGES
• Limited reach• Limited targeting (can use
Suburban papers)• Poor reproduction• Section readership varies
greatly• High cost per thousand
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MAGAZINE ADVERTISING
ADVANTAGES
• Very specific targeting particularly for industrial marketing
• Credible source effects of some respected magazines (Vogue, GQ)
• Allow detailed information for new products & comparison ads
• Extended life of magazine and readership over time
• Can direct market and include coupons in ad
DISADVANTAGES
• Needs high involvement• Long ad-placement lead time• Difficult to get high frequency
within purchase cycle• For some magazines,
placement costs for full colour are high
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OUTDOOR ADVERTISING
ADVANTAGES
• High frequency• Less clutter• Primarily for image and
brand awareness• Low running costs• Quite high production costs• Moving parts create
attention
DISADVANTAGES
• Limited attention span• Limited reach• Limited targeting
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DIRECT MAIL ADVERTISING
ADVANTAGES
• Highly targeted form lists• Personalized message• Enables direct selling• Very important in
industrial marketing (B2B)
DISADVANTAGES
• Clutter of junk mail• Only a single exposure• High per-exposure cost
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INTERNET ADVERTISING
ADVANTAGES
• E-mail very inexpensive• Cross-site advertising
can reach desired target segments/hot prospects
DISADVANTAGES
• Perceived to be irritating and unwanted.
• Is actively suppressed by many buyers
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INTERNET SEARCH ADVERTISING
ADVANTAGES
• Targets hot prospects• Can provide huge
amounts of information• Can measure search
directions, extent and other buyer feedback.
DISADVANTAGES
• Has become more expensive with millions more companies using it.
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PLACE MANAGEMENT
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MARKETING CHANNELS
A set of interdependent organizations involved in the process of making a product or service available for use
or consumption.
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PLAYERS IN MARKETING CHANNEL• Manufacturer Suppliers• Manufacturers
/ Service Providers• Distributors/Wholesalers• Resellers• Retailers• End-users – Consumer• End-users – Business• Telemarketing firms• Websites• Banks• Transportation Companies• Brokers• Manufacturer Representatives
• Buy, take title & resell the productMerchants
• Search for customers& negotiate on behalf of manufacturers
• do not take titleAgents
• Assist, but no title and no negotiating purchase or sale
Facilitators
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THE HP MARKETING CHANNEL: PC
Using the marketing channel players described on the previous slide as a guide
Develop a flowchart that illustrates how a manufacturer such as HP might get their PC products to market using a marketing channel
Work with the people around you.
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HP VALUE CHAIN - SIMPLIFIED
PC Component Supplier(s)
Hewlett Packard
IT Distributors
Value Added
Resellers
Corporate& SMB
End-users
Retailers
ConsumerEnd-users
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HP VALUE NETWORK - COMPLEXPC
Component Supplier
Hewlett Packard
IT Distributors
Value Added
Resellers Corporate & SMB
End-users
Retailers
PC Component
Supplier
PC Component
SupplierLenovo
Toshiba
Altec Lansing
Argyle & Broadstreet
Consumer End-users
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IMPORTANCE OF CHANNELS
Channel margins typically represent the biggest percent of the final price
Chief role of the channel is to convert prospects into customers
Channels chosen affect all marketing P’s
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Manufacturer MarkupManufacturer Cost
Distributor MarkupDistributor Cost
End-User Price
Retailer MarkupRetailer Costs
PRICE BREAKDOWN OF PRINTER HP LaserJet P2015 Mono Laser Printer
$334.99
Distributor
$260.19
$ 52.04
$208.15
Retailer
$267.99
$ 7.81
$260.19
End-User
$334.99
$ 57.00
$267.99
MarkUp %
25%
3%
25%
End-User Price $ 334.99 100%Manufacturer Cost $ 208.15 62%Total Channel Markup $ 126.84 38%
Margin%
17%
2.9%
20%
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THE ROLE OF DISTRIBUTION
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Gather information
Develop and disseminate persuasive communications
Reach agreements on price and terms
Acquire funds to finance inventories
Assume risks
Provide for storage
Provide for buyers’ payment of their bills
Oversee actual transfer of ownership
CHANNEL MEMBER FUNCTIONS
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WHY DELEGATE ROLES TO INTERMEDIARIES?
May lack financial resources to carry out direct marketing
Can earn a greater return on main business through greater efficiency
Direct marketing is not feasible
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INCREASING EFFICIENCY
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DEVELOPING DISTRIBUTION CHANNELS
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NUMBER OF INTERMEDIARIES
Exclusive
Selective
Intensive
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Marketing Mix Fit
Manufacturer’s CapabilitiesQuality-value offering Customer service Push-pull marketing Physical delivery Process improvement
Retailer’s CapabilitiesQuality-value offering Customer service Merchandising Procurement Process improvement
Manufacturer’s Customers Where do they want to shop?
Retailer’s Customers What do they want to buy?
Served Market Fit
EVALUATE THE PARTNERSHIP FIT
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Common CapabilitiesQuality-value offering Customer service Push-pull marketing Physical delivery Process improvement
Common Customers
TO BECOME ONE COMPETITIVE PARTNERSHIP
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PARTNERSHIP FIT
• Better merchandising, higher margins, going upscale enables her to better compete against cheap foreign imports.
Martha Stewart switches her lines of home-wares from K-Mart to Macy’s. Why? What was the advantage for her company?
• Martha Stewart’s TV programs and magazines can cross-promote Macy’s.
What is the big advantage for Macy’s?
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MANAGING MULTIPLE CHANNELS
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MANAGING MULTIPLE CHANNELS
As a company grows in size and adds new products to its lines, it may expand to new segments of shoppers and new retail channels.
The new channel may reach the same segment, but if the manufacturer does not supply the new retailer, then it will distribute and sell a competitor’s product.
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CHANNEL CONFLICT
• Conflict between different levelsVertical
• Conflict between same levelHorizontal
• Conflict between different channels
Multi-channel
Goal Incompatibility
Unclear roles & rights
Differences in perception
Dependence on
Manufacturer
Types Causes
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HP VALUE CHAIN - SIMPLIFIED
PC Component Supplier(s)
Hewlett Packard
IT Distributors
Value Added
Resellers
Corporate & SMB or
ConsumerEnd-users
Retailers
Corporate & SMB or
ConsumerEnd-users
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ANY QUESTIONS
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REMINDERS
• Deadline is 11:59 pm on Sunday April 10th, 2011
Top Gun Quiz 2
• Must be completed by - 11:59 pm on Friday April 15th , 2011
Study Quizzes for Modules 4 - 10
• April 20th, 2010 - 9:00 am, Metro Toronto Convention Center (MTCCS)• Check posted signed, day of, for seat assignment• 2 hours, 60 questions• Some questions from Modules 1-3• Most questions from Modules 4-10• About 1/3 marks from metrics (2 marks each)• Formula Sheet Provided
Final Exam
Don’t forget validated student
card
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REMINDERS
• No CLASS • Option to participate in focus group
(see email sent out)• Extended office hours on
Wednesday April 13th, 1-4pm, by appointment for help with review
NEXT WEEK
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BEFORE YOU LEAVE TODAY
name cards
Front of the Class
Hand In:
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SEE YOU NEXT WEEK