promotion in marketing use communication to influence the awareness, feelings, beliefs and behavior...
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Promotion in MarketingPromotion in Marketing
Use communication to influencethe awareness, feelings,
beliefs and behaviorof prospective customers
Use communication to influencethe awareness, feelings,
beliefs and behaviorof prospective customers
Types of Promotion“The Promotional Mix”
Types of Promotion“The Promotional Mix”
Personal SellingAdvertisingPublic Relations and publicitySales promotion
Personal SellingPersonal Selling
“the direct presentation of a product to prospective customer by a representative of the organization selling it.”
AdvertisingAdvertising
“a non-personal communication paid for by a clearly identified sponsor promoting ideas, organizations, or products.”
Sales PromotionSales Promotion
“sponsor-funded, demand stimulating activity designed to supplement advertising and facilitate personal selling.”
Public RelationsPublic Relations
Communication efforts that are designed to favorably influence attitudes toward an organization , its products, and its policies.
PublicityPublicity
A special type of public relationsThis involves any communication about an organization, its products, or its policies through the media that is not paid for by the sponsoring organization.
Integrated Marketing Communication
Integrated Marketing Communication
A strategic business process
used to plan, develop, execute, and evaluate
Coordinated, measurable, persuasive communication with an organization’s public
Implementing IMCImplementing IMC
Coordinated to accomplish
objectives
Coordinated to accomplish
objectives
Advertising SalesPromotion
PersonalSelling
PublicRelations
DirectMarketing
IMC ElementsIMC Elements
Awareness of audience’s information sources
Understanding of audience’s knowledge and beliefs
Mix of promotional tools contributing to common goal
Promotional effort coordinated to communicatea consistent message tailored to needs
Determining the Promotional MixDetermining the Promotional Mix
STRATEGIC DECISIONS
Funds Available
Product Life Cycle Stage
Nature of product
Promotion Objectives
Target Audience
Promotion Objectives: Hierarchy of Effects
Promotion Objectives: Hierarchy of Effects
Purchase
Conviction
Liking
Knowledge
Awareness
The Promotion BudgetThe Promotion Budget
PercentageOf Sales
Taskor
Objective
FollowingCompetition
AllAvailable
Funds
Regulation of PromotionRegulation of Promotion
FederalTrade
CommissionAct
TrademarkLaw Revision
Act
Lanham Trademark
Act
Wheeler- LeaAmendment
Robinson-Patman
Act
TelephoneConsumerProtection
Act
FEDERAL