chapter 13 advertising, promotion, and sales

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Chapter 13Advertising, Promotion, and Sales


The Marketing Communications Process

• Encoding:

• Message channel –



• Face to-face contact is still necessary for the need • •

• Decoding:



• Noise:

• Outcome:

• • •

• Feedback:


Planning Promotional Campaigns

• Determine the target audience• • Determine the budget• • Determine the message• • Determine campaign effectiveness


Planning Promotional Campaigns• The target audience:

• Expectations have to be researched to ensure the appropriateness of campaign decision making• Cause-related marketing:

• Corporate image advertising:


Planning Promotional Campaigns• Umbrella campaign helps multidivisional

companies to: • •

• Companies announce repositioning strategies through image campaigns to:•



• Campaign objectives•

• Can be divided into overall global and regional objectives as well as local objectives

•

• Have to be measurable for control purposes



• The budget•

• Ideally, budget would be set as a response to the objectives to be met•

• Budgets can be used as a control mechanism if headquarters retain final budget approval



• Media strategy: The major factors determining the choice of the media vehicles to be used are• • • Media habits of the intended audience - Media

strategist needs data on:• • •


Planning Promotional Campaigns• Global media vehicles have target audiences

on at least three continents and the media buying takes place through a centralized office



• The promotional message: Developing the promotional message is referred to as creative strategy• Consumer’s motivations vary depending on:

•

• •


Planning Promotional Campaigns• The localization of global ideas is achieved by

various tactics:• • •



• The campaign approach • What type of outside services to use

•

•

• How to establish decision-making authority for promotional efforts•



• Measurement of advertising effectiveness•


Planning Promotional Campaigns• The measures most used are

• • • • • • •



• Personal selling•

• Designed to accomplish three tasks:• • •


Other Promotional Elements• Indirect exports

• •

• Direct exports: Guidelines for the marketer-intermediary interaction: • • • •


Other Promotional Elements• Integrated solutions: Final stage of

globalization•

• Direct marketing•

• Dominant direct-response medium•


Other Promotional Elements• The Internet: Connects users of all types • Offers five main advantages:

• • • • •


Other Promotional Elements• Database marketing:

• Two types of databases –

• Social networking service:


Other Promotional Elements• Sales promotion• Used for promotion that does not fall under

advertising, personal selling, or publicity• The appeal is related to several factors:

• • •

• To be effective, the campaign must gain support of local retailer population


Other Promotional Elements• Regulations make global sales promotions

rare and difficult to launch• Trade shows and missions: An event

where manufacturers, distributors, and other vendors• •


Other Promotional Elements

• Reasons for participation in trade fairs• • • • • •


Other Promotional Elements• Reasons for non participation in trade fairs

•

•

•



• Public relations• Image: •

• Internal public relations•


Other Promotional Elements• Some of the material used internally

• • External public relations:

• External campaigns can be achieved through:• • • •


Other Promotional Elements• Unanticipated developments places the

company in a position that requires:•

• Crisis management:

• Should have traits like:• • • •


Other Promotional Elements• Consumer-generated media (CGM):

Consumers find initiate topics of interest on the Web • •

• Public relations function can be handled in-house or with the assistance of an agency

• Use and extent of public relations activity vary by company and type of activity needed



• Sponsorship marketing• • Sponsorship of events is driven by the desire

to be associated with a worldwide event that has:• • •

• Ambush marketing:

chapter 13 advertising, promotion, and sales

Documents

cengage learning

accessible website

promotional campaignsdetermine

media habits

regional objectives

local objectives

final budget approval

target audiences