Lecture Basic Marketing: A global managerial approach - Chapter 14: Promotion - Introduction to integrated marketing communications

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When you finish this chapter, you should: Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategic planning, know how the communication process affects promotion planning, understand how direct-response promotion is helping marketers develop more targeted promotion blends,...

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Nội dung Text: Lecture Basic Marketing: A global managerial approach - Chapter 14: Promotion - Introduction to integrated marketing communications

Chapter 14: Promotion— Introduction to Integrated Marketing Communications For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Basic Promotion Methods Target Market Product Place Promotion Price Personal Mass Sales Selling Selling Promotion Advertising Publicity Exhibit 141 142 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Sales Promotion Activities Aimed at Final Aimed at Aimed at Company’s Consumers or Users Intermediaries Own Sales Force Contests Price deals Contests Coupons Promotion allowances Bonuses Aisle displays Sales contests Meetings Samples Calendars Portfolios Trade shows Gifts Displays Pointofpurchase Trade shows Sales aids materials Meetings Training materials Banners and Catalogues streamers Merchandising aids Trading stamps Sponsored events Exhibit 142 143 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
The Traditional Communication Model Message Source Encoding Decoding Receiver channel Noise Feedback Exhibit 143 144 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Customer-Initiated Interactive Communication Receiver (Customer) Source’s Message Noise Search Select a Message topic channel Exhibit 145 145 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Promotion and the Demand Curve Price Price Price D2 D1 D2 D2 D1 D1 0 Quantity 0 Quantity 0 Quantity A. To be more elastic B. To the right C. Both to the right and more elastic Exhibit 146 146 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Promotion and the AIDA Model Promotion Objectives Adoption Process AIDA Model Informing Awareness Attention { Interest Evaluation Interest Persuading Trial } Desire Decision Confirmation } Action Reminding Exhibit 147 147 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Message Interpretation Encoder The same Common message may be frame of interpreted reference differently by the encoder and the decoder Decoder 148 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Push-Pull Strategies Producer’s Promotion Blend Personal Selling, Sales Promotion, Advertising, Publicity Promotion to Wholesalers’ Channel Members Wholesalers’ Promotion Promotion Business Customers Push Push Final Customers Promotion to Promotion to Retailers’ Promotion Push Business Final Customers Consumers Exhibit 148 Pull Pull 149 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
The Adoption Curve Early Early Late Laggards/ Innovators Adopters Majority Majority Nonadopters (3-5%) (10-15%) (34%) (34%) (5-16%) 90 Percent Adoption 50 20 5 0 Exhibit 149 1410 Time For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Setting the Promotion Budget Percentage Percentage of of Sales Sales ???? Match Match Competitors ???? Competitors ???? Per Per Unit Unit ???? Uncommitted Uncommitted Resources Resources ???? Task Task Method Method 1411 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.