Post on 25-Dec-2015
transcript
Promotion Decisions
Objectives:
• Communication process
• Effective communication
• Introduction to communication mix
• Dealing with communication mix
Elements in the Communication Process
SENDEREncoding Decoding
RECEIVER
MediaMedia
MessageMessage
Feedback ResponseResponse
Noise
Effective Integrated Marketing Communications (IMC)
Step 1. Identifying the Target AudienceStep 1. Identifying the Target Audience
PurchasePurchase
Conviction
Preference
Liking
Knowledge
Awareness
Step 2. Determining the Communication ObjectivesBuyer Readiness Stages(Lavidge and Steiner model)
Step 2. Determining the Communication ObjectivesBuyer Readiness Stages(Lavidge and Steiner model)
Cognitive
Affective
Motivational
Role of Integrated Marketing Communication (IMC)
• Start dialogue and build relationship
• To inform, persuade, and remind consumers directly or indirectly
• Show way of use and user profile of product or service
• Inform about brand marketer
• May offer incentive or reward for trial and usage
Communication Objective: DRIP: Differentiate-Reinforce-Inform-Persuade
AdvertisingDirect
MarketingInteractive/
Internet Marketing
SalesPromotion
Publicity/PublicRelations
PersonalSelling
Factors Affecting the Choice of Promotional Mix
Nature of the ProductNature of the Product
Stage in PLCStage in PLC
Target Market FactorsTarget Market Factors
Type of Buying DecisionType of Buying Decision
Promotion FundsPromotion Funds
Push or Pull StrategyPush or Pull Strategy
What is Advertising?What is Advertising?
• Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
• Advertising is used by:–Business firms,
–Nonprofit organizations,
• Advantages of advertising
– Advertiser controls the message
– Cost effective way to communicate with large audiences
– Effective way to create brand images and symbolic appeals
– Often can be effective way to strike responsive chord with consumers
• Disadvantages of advertising
– High costs of producing and running ads
– Credibility problems and consumer skepticism
– Clutter
– Difficulty in determining effectiveness
Advertising
Typical structure in advertising agency
Client Servicing/Account Mgmt.
CreativeMedia
(Planning & Buying)Accounts
Copy Art
Head(CEO/VP)
Ogilvy & Mather India
Developing Advertising StrategyMessage Execution
Developing Advertising StrategyMessage Execution
TypicalMessage
ExecutionStyles
TypicalMessage
ExecutionStyles
TestimonialEvidence
..\ad clip\cinthol-testimonial evidence.DAT
TestimonialEvidence
..\ad clip\cinthol-testimonial evidence.DATSlice of Life
..\ad clip\band-aid-slice of life.DAT
Slice of Life..\ad clip\band-aid-slice of life.DAT
ScientificEvidence
..\ad clip\Eggs-evidence.DAT..\ad clip\BANDAID.dat
ScientificEvidence
..\ad clip\Eggs-evidence.DAT..\ad clip\BANDAID.dat
Lifestyle..\ad clip\Fortune Gold Whiskey-lifestyle.DAT
Lifestyle..\ad clip\Fortune Gold Whiskey-lifestyle.DAT
TechnicalExpertise
TechnicalExpertise
Fantasy..\ad clip\lehar fantacy 3.DAT
Fantasy..\ad clip\lehar fantacy 3.DAT
Musical..\ad clip\coke -musicial.DAT
Musical..\ad clip\coke -musicial.DAT
PersonalitySymbol
..\ad clip\PERSONALITY-DEW.dat
PersonalitySymbol
..\ad clip\PERSONALITY-DEW.dat
Mood orImage
..\ad clip\The Hindu - -Classroom- Ad - Good Quality - YouTube.flv
Mood orImage
..\ad clip\The Hindu - -Classroom- Ad - Good Quality - YouTube.flv
Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
Teaser Type..\ad clip\India - Balbir Pasha Campaign Teaser - YouTube.flv
..\ad clip\India - Balbir Pasha Campaign - Regular - YouTube.flv
Teaser Type..\ad clip\India - Balbir Pasha Campaign Teaser - YouTube.flv
..\ad clip\India - Balbir Pasha Campaign - Regular - YouTube.flv
Advertising AppealsProfit
Health
Love or romance
Fear
Admiration
Convenience
Fun and pleasure
Vanity and egotism
Environmental Consciousness
Product saves, makes, or protects money
Appeals to body-conscious or health seekers
Used in selling cosmetics and perfumes
Social embarrassment, old age, losing health
Reason for use of celebrity spokespeople
Used for fast foods and microwave foods
Key to advertising vacations, beer, parks
Used for expensive or conspicuous items
Centers around environmental protection
Major Decisions in AdvertisingMajor Decisions in Advertising
Objectives SettingObjectives Setting
Budget DecisionsBudget Decisions
Developing Advertising StrategyMessage Decisions
Developing Advertising StrategyMessage Decisions
Campaign Evaluation Campaign Evaluation
Developing Advertising StrategyMedia Decisions
Developing Advertising StrategyMedia Decisions
Major Types of Advertising Media
NewspapersNewspapers
MagazinesMagazines
RadioRadio
TelevisionTelevision
Outdoor MediaOutdoor Media
InternetInternet
Alternative MediaAlternative Media
Media Scheduling
ContinuousMedia Schedule
Flighted Media Schedule
PulsingMedia Schedule
SeasonalMedia Schedule
Advertising is run steadily throughout the period.
Advertising is run heavily every other month or every two weeks.
Advertising combines continuous scheduling with flighting.
Advertising is run only when the product is likely to be used.
Checklist: Stages:: Campaign Planning
• The advertising opportunity is appraised• The Market is analyzed• Ad objectives are determined• The budget and necessary control system are
established• Planning the strategy for : Selecting Media;
Creating Message• Ad is coordinated with promotion and marketing
system• Results are evaluated
THANK YOU