promotional mix powerpoint
TRANSCRIPT
MediaMessageSender Encoding
ResponseFeedback
Noise
Decoding Receiver
Elements in the Communication Process
• Sender - party sending the message
• Encoding - message in symbolic form• Message - word, pictures and symbols
that the sender transmits
• Media - the communication channel e.g radio
• Decoding - receiver assigns meaning to symbols encoded by the sender
• Response - reaction of the receiver after being exposed to the to the message
• Feedback - the part of the receiver’s response after being communicated to the sender
• Noise - unplanned static or distortion during the communication process e.g. competitor action (Creature Comforts?)
Purposes of PromotionPurposes of Promotion
To tell consumers about a company’s …To tell consumers about a company’s …
GoodsGoodsServicesServicesImagesImagesIdeasIdeas
Promotion’s Recipe for Success:
Mix various communication
activities together and serve to potential
customers until desired outcome is achieved.
The Top 5 The Top 5 Airlines!Airlines!
Traveler Magazine
FlynnFlynnThe bikesThe bikesthe prosthe prosuse.use.
25% OffCoupon
• AdvertisingAdvertising
• Personal sellingPersonal selling
• PublicityPublicity
• Sales promotionSales promotion
Communication Techniques
The Combination, or Blend, of Marketing The Combination, or Blend, of Marketing Communication Channels Is Called the...Communication Channels Is Called the...
AdvertisingAdvertisingAny paid form of nonpersonal presentation of ideas, Any paid form of nonpersonal presentation of ideas,
images, goods, or servicesimages, goods, or services
The most visible element of the promotional mixThe most visible element of the promotional mix
The New BarchettaThe New Barchetta
• Actual cost of advertisement is Actual cost of advertisement is quite high.quite high.
• Since many people receive the Since many people receive the message, the per contact cost message, the per contact cost is very low.is very low.
GoodsServicesImagesIdeas
The Vet for Your Pet
At Techco, we’re friendly
to our customers
and the environment.
Say No to Drugs.Diamonds from Desmond’s Jewelers are a girl’s best friend.
AdvertisingAdvertising
Messages can be delivered by:Messages can be delivered by:
• TelevisionTelevision• RadioRadio• NewspapersNewspapers• MagazinesMagazines• Direct mailDirect mail• Outdoor advertisementsOutdoor advertisements• DirectoriesDirectories• The InternetThe Internet
Personal SellingPersonal Selling
Determines client needs/wants and responds through Determines client needs/wants and responds through planned, personalized communication that influences planned, personalized communication that influences purchase decisions and enhances future business purchase decisions and enhances future business opportunitiesopportunities
Are you planningon replacing all
of your computersat once?
My budget won’tallow me to replace
them all at once,but I want them to
be compatible.
You might wantto consider leasing
computers. You canget free service
and upgrade to anewer model whenever
you want!
Selling Advantages
• Immediate feedbackImmediate feedback
• FlexibilityFlexibility
I like the soundof this stereo,
but I think it’s alittle large for
my dorm room.
We do carry abookshelf model
with similarsound quality.
Selling Disadvantage
On a per contact basis, On a per contact basis, selling is the most expensive selling is the most expensive
form of promotion.form of promotion.
Sales PromotionSales Promotion • Promotional activities other than advertising, personal Promotional activities other than advertising, personal
selling, and publicity which stimulate purchasesselling, and publicity which stimulate purchases
• Sales promotion activities include:Sales promotion activities include:
Visual merchandising or displaysVisual merchandising or displaysCouponsCouponsProduct demonstrationsProduct demonstrationsInstant rebatesInstant rebatesFree samplesFree samplesFashion showsFashion showsContestsContestsNovelty itemsNovelty itemsTrade showsTrade showsExhibitsExhibits
Importance Importance of the of the
Promotional Promotional MixMix
• Plays a key role in Plays a key role in obtaining and keeping obtaining and keeping customerscustomers
• Enables businesses to Enables businesses to communicate effectively communicate effectively with customerswith customers
• Informs consumers about Informs consumers about goods/services and goods/services and persuades them to buypersuades them to buy
Media choice?
• Marketing objectives
• Definition of problem e.g falling awareness
• Evaluation of different tools
• choice of optimum mix of promotional methods
• Integration into overall marketing communication programme