the role of pr omotion - marketing 2.0 · sales promotion for trial ad/pr decrease; limited sales...
TRANSCRIPT
Integrated Marketing Communications: The Promotional Mix
Kurt Komaromi
Sales +
Sales
Promotion
Graphics courtesy Thomson South-Western
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Learning Objectives
• Review elements of the promotional mix
• Understand promotional goals
• Review the key factors influencing the
promotional mix
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PIntegrated Marketing
Communications
IntegratedMarketing
Communications
The careful coordination of all
promotional messages to assure
the consistency of messages at
every contact point where a
company meets the consumer.
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PIntegrated Marketing Communications
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The Role of Promotion
Communication by
marketers that informs,
persuades, and reminds
potential buyers of a product
in order to influence an
opinion or elicit a response.
Promotion
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The Role of Promotion
A plan for the optimal
use of the elements of
promotion:
! Advertising
! Public Relations
! Sales Promotion
! Personal Selling
Promotional
Strategy
Competitive
Advantage
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The Role of Promotion in the Marketing Mix
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Competitive Advantage
Unique features
Excellent service
Low prices
Rapid delivery
High product quality
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PPromotional Mix
Advertising
Public Relations
Sales Promotion
Personal Selling
Advertising
Mass communication sponsored by organizations to promote products and services
Advertising
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Advertising Media
Traditional Advertising Media
! Television
! Radio
! Newspapers
! Magazines
! Books
! Direct mail
! Billboards
! Transit cards
NewAdvertising
Media
! Internet
! Banner ads
! Viral marketing
! E- mail
! Interactive video
Public Relations
The management of communication to influence opinion and build relationships between an organization and its publics.
Public
Relations
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Public Relations Goals
! Maintain a positive image! Educate the public about the company’s
objectives! Introduce new products! Support the sales effort
! Generate favorable publicity
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Sales
Promotion
Sales Promotion
Short-term incentives
that stimulate sales and
consumer demand.
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PSales Promotion
EndConsumers
Trade Customers
CompanyEmployees
Free samples
Contests
Premiums
Trade Shows
Vacation Giveaways
Coupons
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Personal Selling
Personal
SellingSelling that involves direct communication and interaction between a salesperson and a customer
Personal Selling
Traditional Selling
Strategic Selling
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PGoals of Promotion
Informing Reminding
Persuading
TargetAudience
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AttentionGain attention of target market
InterestCreate interest in the product
DesireConsumer desires to purchase the product
ActionConsumer purchases the product
AIDA ConceptS
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AIDA & Promotional MixAttention Interest Desire Action
Advertising
PublicRelations
SalesPromotion
PersonalSelling
Veryeffective
Somewhateffective
Noteffective
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PFactors Affecting the
Choice of Promotional Mix
Nature of the product
Stage in PLC
Target market factors
Type of buying decision
Promotion funds
Push or pull strategy
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Type of Product
AdvertisingPublic
RelationsSales
PromotionPersonal Selling
Business
Consumer
Primary strategy
Secondary strategy
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PProduct Life Cycle
Heavy use of Advertising;
PR forawareness;
sales promotion
for trial
AD/PRdecrease;
limited sales
promotion; personal
selling fordistribution
Advertising, PR, brand
loyalty;personal
selling fordistribution
Introduction Growth
Maturity
Decline
Sa
les
($
)
Time
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Target Market Characteristics
For…
! Widely scattered market
! Informed buyers
! Brand-loyal repeat purchasers
Advertising
Sales Promotion
Less Personal Selling
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Type of Buying Decision
Advertising
Sales PromotionType of
Buying DecisionAffects
Promotional Mix Choice
Complex
Routine
Personal Selling
Not Routineor Complex
Advertising
Public Relations
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Available Funds
• Budget drives options
• Quality is key consideration
• Size of target market
• Best bang for buck