Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.
-
Upload
morgan-conley -
Category
Documents
-
view
224 -
download
0
Transcript of Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.
![Page 1: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/1.jpg)
PromotionChapter 15
![Page 2: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/2.jpg)
The Role of Promotion in Marketing
• Inform
• Persuade
• Remind
![Page 3: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/3.jpg)
Promotion Is a Communication Process
• Sender
• Encoding by the sender
• Message channel
• Decoding by the receiver
• Receiver
• Noise
• Feedback
![Page 4: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/4.jpg)
Types of CommunicationInterpersonal communicationInterpersonal communication• Two-way communication• Involves two or more people in some kind of
person-to-person exchange
Mass communicationMass communication• One-way communication• Involves communicating to huge audiences,
usually through mass media, such as magazines, radio, television, or newspapers
![Page 5: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/5.jpg)
*Advantages of advertising
*Disadvantages of advertising
![Page 6: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/6.jpg)
Examples of Mass Media Advertising
• Direct mail
• Internet
• Magazines
• Newspaper
• Outdoor
• Radio
• Television
• SOCIAL
![Page 7: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/7.jpg)
*Advantages of publicity
*Disadvantages of publicity
![Page 8: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/8.jpg)
*Advantages of personal selling
*Disadvantages of personal selling
![Page 9: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/9.jpg)
*Advantages of sales promotion
*Disadvantages of sales promotion
![Page 10: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/10.jpg)
Elements of a Promotional Mix
• Advertising
• Personal selling
• Publicity
• Sales promotion
![Page 11: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/11.jpg)
© South-Western Publishing
Factors that Affect the Factors that Affect the Promotional MixPromotional Mix
Financial Resources
Policy and Objectives
Marketing Mix
Target Market
PromotionalPromotionalMixMix
![Page 12: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/12.jpg)
Promotional Planning
• The promotional planpromotional plan is a carefully arranged sequence of promotions designed around a common theme responsive to specific objectives.
![Page 13: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/13.jpg)
The Steps in Promotional Planning
• Analyze the market
• Identify the target market
• Develop promotional objectives
• Develop a promotional budget
• Select the promotional mix
• Implement the promotional plan
• Evaluate the results
![Page 14: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/14.jpg)
Promotion Chapter 16
![Page 15: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/15.jpg)
Steps in Developing an Advertising Plan
1. Set objectives
2. Determine the budget
3. Develop the theme
4. Select media
5. Create the advertisements
6. Develop an advertising schedule
7. Evaluate the plan’s effectiveness
![Page 16: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/16.jpg)
Laying Out the Parameters
• Set objectives
• Determine the budget– What you can afford– Percentage of sales– Competition matching– Objectives and task
• Developing the theme
![Page 17: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/17.jpg)
Setting Objectives
Families who spend one week or more at the beach every year
Target market
Make reservations early to assure availability and save $100 off the weekly rate
Message
Increase reserved summer rentals by 10 percent by February 15
Desired results
Plan for Seaside ResortsElements
![Page 18: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/18.jpg)
Selecting Media
• Cost
• Reach
• Frequency
• Lead time
![Page 19: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/19.jpg)
Questions to Consider When Selecting Media
CostCost• What is the total cost of the medium?
• What is the cost per viewer?
• Does the cost fit into the advertising budget?
• Is it the most effective use of advertising dollars?
![Page 20: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/20.jpg)
Questions to Consider When Selecting Media
ReachReach• What is the circulation?
• What is the viewership?
• Will it reach the target audience?
• Is there a strong pass-along rate?
![Page 21: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/21.jpg)
Questions to Consider When Selecting Media
FrequencyFrequency• How often will the target audience receive
the advertising message?
• How many times will the ad run?
![Page 22: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/22.jpg)
Questions to Consider When Selecting Media
Lead TimeLead Time• How quickly can the audience be reached?
• How flexible is this medium?
• How close to print or air time can the ad be changed?
![Page 23: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/23.jpg)
Gauging Advertising Effectiveness
• Choosing evaluation techniques– Focus groups– Recall testing– Recognition testing
• Using advertising agencies
![Page 24: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/24.jpg)
Using Personal Selling
AdvantagesAdvantages
• Information
• Flexibility
• Feedback
• Persuasion
• Follow-up
DisadvantagesDisadvantages
• Cost per customer
• Time
• Control
• Skill
![Page 25: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/25.jpg)
Choosing Personal Selling
• Complex or expensive products• Markets made up of a few large customers• New or very unique products with which
customers are unfamiliar• Customers located in a limited area• Complicated or long decision-making process• Customers who expect personal attention and help
with decision-making
![Page 26: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/26.jpg)
Mental Stages of Consumer Decision-Making
• Attention
• Interest
• Desire
• Conviction
• Action
![Page 27: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/27.jpg)
Understanding the Product
• Product knowledge
• Communicating product information– Features – Benefits
![Page 28: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/28.jpg)
Understanding the Competition
• Salespeople need to understand the differences between their product and the competition’s product.
• Salespeople need to explain the differences to help customers make the comparison.
![Page 29: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/29.jpg)
Steps of the Selling Process
• Approach
• Determining needs
• Demonstration
• Answering questions
• Closing
• Suggestion selling
• Follow-up
![Page 30: Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e455503460f94b3a310/html5/thumbnails/30.jpg)
Providing Sales Support
• Marketing information management
• Financing
• Pricing
• Promotion
• Product/Service Management
• Distribution