copyright cengage learning 2013 all rights reserved 1 chapter 16: promotional planning for...
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Copyright Cengage Learning 2013
All Rights Reserved
1
Chapter 16: Promotional Planning for Competitive
Advantage
Introduction to
Designed & Prepared by Laura RushB-books, Ltd.
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2
Learning Outcomes
Discuss the role of promotion in the marketing mix
Describe the communication process
Explain the goals of promotion
Discuss the elements of the promotional mix
LO1
LO2
LO3
LO4
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Learning Outcomes
Discuss the AIDA concept and its relationship to the promotional mix
Discuss the concept of integrated marketing communications
Describe the factors that affect the promotional mix
LO5
LO6
LO7
4
The Role of Promotion
4
Promotions –
Communications by
marketers that informs,
persuades, and reminds
potential buyers of a
product in order to influence an
opinion or elicit a response.
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The Role of Promotionin the Marketing Mix
Overall Marketing Objectives
Overall Marketing Objectives
Marketing Mix• Product• Place• Promotion• Price
Marketing Mix• Product• Place• Promotion• Price
Target MarketTarget Market
Promotional Mix
• Advertising• Public Relations• Sales Promotion• Personal Selling
Promotional Mix
• Advertising• Public Relations• Sales Promotion• Personal Selling
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Competitive Advantage
Unique featuresUnique features
Excellent serviceExcellent service
Low pricesLow prices
Rapid deliveryRapid delivery
High product qualityHigh product quality
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Marketing Communication
As Senders As Receivers
Develop messages
Adapt messages
Spot new communication opportunities
Inform
Persuade
Remind
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The Impact of the Internet
Web sites facilitate feedback through
analytics.
Social media allow marketers to
personalize feedback channels.
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Goals of Promotion
InformingInforming RemindingReminding
PersuadingPersuading
TargetAudienceTarget
Audience
PLC StagesPLC Stages:Introduction Early Growth
PLC Stages:PLC Stages:Growth Maturity
PLC Stages:PLC Stages:Maturity
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The Promotional Mix
Combination of promotion tools used to reach the target
market and fulfill the organization’s overall goals.
• Advertising• Public Relations• Sales Promotion• Personal Selling
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Advertising
Any form of impersonal (one-way) paid
communication in which the sponsor or company is identified.
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Public Relations
The marketing function that evaluates
public attitudes, identifies
areas within the organization
that the public may be
interested in, and executes a program
of action to earn public understanding
and acceptance.
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Personal Selling
A purchase situation involving
a personal, paid-for
communication between two
people in an attempt to
influence each other.
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Sales Promotion
Online
http://www.nabiscoworld.com
Marketing activities– other than personal selling, advertising,
and public relations– that stimulate consumer buying
and dealer effectiveness.
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The AIDA Concept
AIDA Concept (Attention, Interest,Desire, Action)- Model that outlines
the process for achieving promotionalgoals in terms of stages of consumer
Involvement with the message.
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Integrated Marketing Communications
The careful coordination of all promotional
messages to assure the consistency of messages at every contact point where a
company meets the consumer.
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IMC Popularity Growth
• Proliferation of thousands of media choices
• Fragmentation of the mass market
• Slash of advertising spending in favor of promotional techniques that generate immediate response
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Factors Affecting the Choice of Promotional Mix
Nature of the productNature of the product
Stage in PLCStage in PLC
Target market factorsTarget market factors
Type of buying decisionType of buying decision
Promotion fundsPromotion funds
Push or pull strategyPush or pull strategy
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Target Market Characteristics
For…
Widely scattered market
Informed buyers
Brand-loyal repeat purchasers
AdvertisingAdvertising
Sales PromotionSales Promotion
Less Personal SellingLess Personal Selling
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Type of Buying Decision
Advertising
Sales PromotionRoutineRoutine
Personal Selling
Neither Routinenor Complex
Neither Routinenor Complex
Advertising
Public Relations
Print AdvertisingComplexComplex
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