47960841 promotion ppt
TRANSCRIPT
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Sales promotion
Types of consumer and trade promotion.
Short term incentives to encourage the
purchase or sale of a product or service
Sample-a small amt of product offered to
customers for trail
Coupons-certificate that gives buyers asaving when they purchase a specified
product,
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Promotion tools
Cash refund offer-offer to refund part of thepurchase price of a product to consumer who sendproof of purchase.
Premium-good offered either free or at low cost as
an incentive to buy a product. Advertising specialty- useful article imprinted with
advertisers name given as a gift.
Patronage reward cash or other award for the
regular use of a certain company's product orservices.
Contest sweepstakes- promotional events that giveconsumers a chance to win cash trips or goods
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Trade promotion tools
Discount-a straight reduction in price on
purchases during a stated period of time.
Allowance-promotional money paid by
manufacturer to retailers in return for an
agreement to feature the manufacturers
products in some way.
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Direct marketing
Direct communications with carefully targeted individualconsumers
Forms of direct marketing-
Personnel selling .
Telephone marketingusing the phone to sell directlyto customers.
Direct mail mktg-sending an offer ,announcement,reminder to a person at an address
(fax,e-mail,voicemail) Direct response television mktg-direct mktg via t..v,
including telev ads or infomercials and home shoppingchannels
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kiosk mktg-place info and ordering
machines (stores airports other locations)
Catalog mktg -direct mktg thru print video
or electronic catalogs that are mailed to
select customers made available in stores
or presented online
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INTEGR TED M RKETING COMMUNIC TION
The concept under which a company
carefully integrates and coordinates its
many communications channels to deliver
a clear consistent and compellingmessage about the orgn and its products.
Carefully blended mix of promotion tools
For consistent ,clear, and compelling
company and product messages
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To communicate effectively marketers
need to understand how communication
works
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.MediaMedia
Sender Encoding
Feedback Response
Decoding ReceiverMessage
Noise
Sender Encoding
Feedback Response
Decoding ReceiverMessage
Noise
Elements in Communication Process
Senders fieldof experience
Receivers fieldof experience
Communication involves nineelements
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THE MARKETING COMMUNICATIONS MIX
Advertising
Personal selling
Sales promotion
Public relations
Direct-Mkting
Definition:
Any paid from of nonpersonal presentation andpromotion of ideas, goods, or services by anidentified sponsor.
The specific tools involved:
Printing, Broad cast, Outdoor, etc.,.
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THE MARKETING COMMUNICATIONS MIX
Advertising
Personal selling
Sales promotion
Public relations
Direct-Mkting
Advantages:
Reach MassesLow cost per exposureBeyond this it says sellers size, Popularity, Success.
Allows to Dramatize ProductsTo build long term Image for a product.Can trigger Quick Sales
Short comings:Cannot be directly Persuasive as company sales people
One way communicationcan be very costly
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THE MARKETING COMMUNICATIONS MIX
Advertising
Personal selling
Sales promotion
Public relations
Direct-Mkting
Definition:
Personal presentation by the firms sales force forthe purpose of making sales and building customerrelationships.
The specific tools involved:
Sales Presentations, Trade shows,Incentive programs, etc.,.
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THE MARKETING COMMUNICATIONS MIX
Advertising
Personal selling
Sales promotion
Public relations
Direct-Mkting
Advantages:Most effective in building buyers preferences,convictions and actions.Observe needs and make Quick adjustments.Allows all kinds of relationships
Gains more attention
Disadvantages:
Harder to changeCostly
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THE MARKETING COMMUNICATIONS MIX
Advertising
Personal selling
Sales promotion
Public relations
Direct-Mkting
Advantages:
Attract consumer attentionBoost Sagging salesInvites Quick response
Disadvantages:
Effects are often short livedNot effecvtive as Advertising or personal selling in
building Long term Brand preference.
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THE MARKETING COMMUNICATIONS MIX
Advertising
Personal selling
Sales promotion
Public relations
Direct-Mkting
Definition:
Building good relations with the companys variouspublics by obtaning favourable publicity, building upa good corporate image, and handling or heading off
unfavourable rumors, stories and events.
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THE MARKETING COMMUNICATIONS MIX
Advertising
Personal selling
Sales promotion
Public relations
Direct-Mkting
Definition:
Direct connections with carefully targeted individualconsumers to both obtain an immediate responseand cultivate lasting customer relationships.
The specific tools involved:
Telephone, mail, fax, e-mail, the internet, kiosks,etc.,.
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THE MARKETING COMMUNICATIONS MIX
Advertising
Personal selling
Sales promotion
Public relations
Direct-Mkting
Highly Targeted Mktg
Non Public
Immediate & customised
Interactive
Builds One-to-one Customer relationships
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COMMUNICATION MEDIA
Advertising
Personal selling
Sales promotion
Public relations
Direct-Mkting
People can communicate through both
Traditional media:
News papers, Radio, Television, Telephone, etc.,.
Newer Media Forms:
Fax machines, pagers, cellular phones,computers, etc.,.
These new technologies lead more companies tomove from mass communication to more targetedcommunication and one-to-one dialogue.
THE MKTG.
COMM. MIX
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Several past decades
Companies preferred the art of mass marketing.
selling highly standardizedproducts tomass customers
developed effective mass media advertisingtechniques
Invested $M in mass media , reaching million ofcustomer with a single ad.(Greatest shareof their promotion Budget)
And Now
Marketing managers face some new marketingCommunication realities.
INTEGRATED MARKETING COMMUNICATIONSINTEGRATED MARKETING COMMUNICATIONS
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.THE CHANGING COMMUNICATIONS ENVIRONMENT
Mass markets are fragmented
Marketers are shifting to focused MarketingProgramsto build closer relationshipswith theCustomer in more narrowly defined Micro markets.
INTEGRATED MARKETING COMMUNICATIONSINTEGRATED MARKETING COMMUNICATIONS
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NEED FOR INTEGRATED MARKETING COMMUNICATIONS
The messages delivered via different promotionalapproaches become part of a single message about the
company.
IfMass Adv. Say one thingPrice Promotionsends Different signalProduct Labelcreate still another messageCompany sales literature- altogether differentCompanys Website - out of Sync with every thing
Conflicting messages from them can resultin Confused Company Images and Brand Positions.
INTEGRATED MARKETING COMMUNICATIONSINTEGRATED MARKETING COMMUNICATIONS
Advertising
Personal selling
Sales promotion
Public relations
Direct-Mkting
THE MKTG.
COMM. MIX
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Designing Message
Message Content
The Communicator has to figure out an appeal ortheme that will produce the desired response.
There are three types of Appeals
Rational Appeal
Emotional Appeal
Morale Appeal
Select which appeal will produce the desired response.
MessageContent
MessageStructure
MessageFormat
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The Marketing communicator must
Decide what response he sought.
Know where the TA now stands and to whatstage it needs to move.
Determining the Communication Objective
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Buyer DecisionProcess
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Choosing Media
Personal
Non-Personal
Major MediaAtmosphereEvents
Major Media
PrintMedia
BroadcastMedia
DisplayMedia
OnlineMedia
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Designing Message
Ideally the Message should
Get Attention
Hold Interest
Arouse Desire
Obtain Action
Decide
What to say(Message Content)
How to say (Message Structure and Format)
AIDA Model
MessageContent
MessageStructure
MessageFormat
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sss
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O t D Ad t
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Out door Advtg.Out Door Advtg.
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Personal
selling
Sales force management includes
designing sales force strategy-
recruiting, selecting, training,
supervising, compensating and
evaluating the firms sales people
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Selling process
Prospecting and qualifying- preapproach-
approach- presentation and
demonstration handling objections-
closing-follow up