Download - Promotion marknadskommunikation
![Page 1: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/1.jpg)
Marknadskommunikation
Engaging customers and communicating customer value: integrated marketing
communications strategy
Promotion
![Page 2: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/2.jpg)
MarketsExchanges:
Services/ProductsMoney
Interaction/Relationship (Fl9 kap 2)
Company Consumers
Marketing mix•Product (kap 8-9)•Price (10-11)•Place (kap 12)•Promotion (Market Communication (kap 14)
Consumer buyer behavior(kap 5)
Product development
(kap 8-9)
B2BMarketing (later course)
Segmentation and Positioning (kap 7)
Macro environment (kap 3)
Partners Suppliers
Distribution (Fl 8 kap 12)
Competitors
Mission/Vision
Company and marketing strategy
(kap 2, 18)
Com
petit
or
analy
sis
Market Information (kap 4)
Market Information
Exchanges:Services/ProductsMoneyMarket Information
( kap
2, 1
8)
Sustainable marketing( kap 20)
![Page 3: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/3.jpg)
Vad är definitionen av promotionsmixen?
![Page 4: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/4.jpg)
The promotion mix
Definition:The promotion mix (or marketing communications mix) is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.
![Page 5: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/5.jpg)
![Page 6: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/6.jpg)
AnnonseringDefinition: any paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor.
• Att synas, att höras och att göra det upprepade gånger– TV-reklam– Radioreklam– Reklam i mobiltelefonen– Skyltning– Annonsering på hemsidor– Annonsering i tidningar
(print eller online)– Bioreklam – Utomhusreklam
![Page 7: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/7.jpg)
![Page 8: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/8.jpg)
PR – Public RelationsDefinition: Building good relations with the company’s various publics
by obtaining favourable publicity, building up a good corporate image and handling or heading off unfavourable rumours, stories and events.
Exempel:• Bloggar• Hemsidor• Produktlanseringar• Lobbyverksamhet• Sponsring• Morgonsoffa• Produktplacering
Arbeteekonomi.se (/arbeteekonomi/) (http://nwt.se) TISDAG 01 SEPTEMBER 2015
Löfbergs prisas för hållbarhetsarbete Kafferosteriet Löfbergs fick på tisdagen ta emot priset Utmärkt Hållbar Leverantör. DELA ARTIKEL Priset delas ut av Miljöstyrningsrådet och belönar ett företag som arbetar framgångsrikt med att leverera miljöanpassade varor och tjänster. – Det är naturligtvis oerhört hedrande att vi uppmärksammas på detta sätt. Vi är och kommer alltid att vara ett kaffe som både smakar och gör gott, säger Kathrine Löfberg, kommunikationsdirektör på Löfbergs. Löfbergs får priset för att man:
![Page 9: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/9.jpg)
![Page 10: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/10.jpg)
![Page 11: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/11.jpg)
Säljfrämjande åtgärder
Definition: Short-term incentives to encourage the purchase or sale of a product or service.
• Rabatter • Kuponger• Gratisprover• Lojalitetskort• Erbjudanden; t.ex. ”Köp 3 betala för 2”
![Page 12: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/12.jpg)
Direkt och digital marknadsföring
Definition: Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Företagen samlar information och utformar individuell marknadsföring
• Kundklubbar• Telemarketing
![Page 13: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/13.jpg)
Personlig försäljning
Definition: Personal customer interactions by the firm’s sales force for the purpose of engaging customers, making sales and building customer relationships.
• Komplexa produkter till relativt högt pris• Innebär ofta regelbunden kategorisering av kunder
– Butiksförsäljning – Telefonförsäljning– Hemförsäljning
![Page 14: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/14.jpg)
![Page 15: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/15.jpg)
Integrated marketing communications
Definition:Carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent and compelling message about an organisation and its products.
![Page 16: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/16.jpg)
![Page 17: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/17.jpg)
Fundera utifrån ditt exempel
• Vem är målgruppen?• Var har du hittat exemplet?• Vilket budskap vill organisationen skickar?• Hur förmedlar de budskapet?• Tilltalar budskapet dig? Varför? Varför inte?• Hur vet företaget om din åsikt?
![Page 18: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/18.jpg)
A view of the communication processElements in the communication process
![Page 19: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/19.jpg)
Steps in developing effective marketing communication
Identify the target audience
Determine the communication objectives
Design the message
Choose the media
Select the message source
Collecting feedback
![Page 20: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/20.jpg)
Identifying the target market
What will be said
How it will be said
When it will be said
Where it will be said
Who will say it
![Page 21: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/21.jpg)
Marketers seek a purchase response that results from a consumer decision-making process that includes the stages of buyer readiness.
Determining the communication objectives
Figure 14.3 Buyer-readiness stages
![Page 22: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/22.jpg)
AIDA model• Get Attention• Hold Interest• Arouse Desire• Obtain Action
Designing a message
![Page 23: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/23.jpg)
Message content is an appeal or theme that will produce the desired response.
• Rational appeal• Emotional appeal• Moral appeal
Designing a message
![Page 24: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/24.jpg)
Rational appeal relates to the audience’s self-interest.
Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase.
Moral appeal is directed at the audience’s sense of right and proper.
Designing a message
![Page 25: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/25.jpg)
Vad ska budskapet innehålla?• Rationella budskap - tilltalar förnuftet. Tex. Batteritid, produktfakta.
• Exempel: SAAB 95
![Page 26: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/26.jpg)
Vad ska budskapet innehålla? Forts.• Emotionella budskap-väcka känslor. Tex. Kärlek, humor.
![Page 27: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/27.jpg)
Vad ska budskapet innehålla? Forts. • Moraliska
budskap-Rätt och fel. T.ex.
väcka ilska eller empati.
![Page 28: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/28.jpg)
Steps in developing effective marketing communication
Identify the target audience
Determine the communication objectives
Design the message
Choose the media
Select the message source
Collecting feedback
![Page 29: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/29.jpg)
Analysuppgift!
Titta på följande film (empiri) och analysera filmen utifrån stegen för
effektiv kommunikation (teori).Fokusera på sista fyra stegen
(avgränsning).
bit.ly/fega01obama
![Page 30: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/30.jpg)
Get Attention • Obama gör ett
uttalande• Obama’s
hemlighet• Oväntat svar
Lösningsförslag
![Page 31: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/31.jpg)
LösningsförslagHold Interest • Emotional
appeal – humor• Moral appeal –
doing what’s right
• Rational appeal - arguments
”My committment to getting early isn’t just good for me. It’s good for the nation.”
![Page 32: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/32.jpg)
LösningsförslagArouse desire • Övertygande
presentatör: Obama – alla vill vara som honom
• Rationella appeal – argument
• Emotionella appeal - humor ”Why wait until November 8?”
Vote when you want.
![Page 33: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/33.jpg)
LösningsförslagObtain action • Rational appeal
Enkelt – 3 steg• Moral appeal –
viktigt • Social pressure –
millioner gör det• Emotional
appeal – humor• Call for action.
![Page 34: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/34.jpg)
Setting the total promotion budget
Affordable method
Percentage-of-sales-method
Competitive-parity method
Objective-and-task method
![Page 35: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/35.jpg)
Table 1.3a Fill (2006) Simply Marketing Communications
För och nackdelar av verktygen
![Page 36: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/36.jpg)
Table 1.3a Fill (2006) Simply Marketing Communications
För och nackdelar av verktygen
![Page 37: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/37.jpg)
Figure 1.3a Fill (2006) Simply Marketing Communications
![Page 38: Promotion marknadskommunikation](https://reader036.vdocuments.net/reader036/viewer/2022062401/58ef06ca1a28abcf058b45bf/html5/thumbnails/38.jpg)
Promotion mix strategies
Figure 14.4 Push versus pull promotion strategy