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Marketing Management
The Promotional Mix
Paul Dishman, Ph.D.Department of Business Management
Marriott School of Management
Brigham Young University
Lecture 18
Paul Dishman, Ph.D.
Marketing Management
Marketing Communication Mix or Promotion Mix
Product’s Design
Product’s Price
Product’s
Package
Stores that Sell the Product
Marketing Management
Paul Dishman, Ph.D.
Marketing Management
The Changing Communications Environment
Two Factors are Changing the Face of Today’s
Marketing Communications:
Improvements in Information Technology
Has Led to Segmented MarketingMore Narrowcasting
Marketers Have ShiftedAway From Mass
MarketingLess Broadcasting
Mark
et
Fragm
en
tati
on L
ed
to
Media
Fra
gm
enta
tion
Paul Dishman, Ph.D.
Marketing Management
The Need for Integrated Marketing Communications
With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates
Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or
Service.
Paul Dishman, Ph.D.
Marketing Management
PresellingPreselling SellingSelling
Post-Consumption
Post-Consumption ConsumingConsuming
Marketers View Communications as the Management of the Customer Relationship
(CRM) Over Time Through the Following Stages:
A View of the Communications Process
Paul Dishman, Ph.D.
Marketing Management
Elements in the Communication Process (Fig. 14.2)
Paul Dishman, Ph.D.
Marketing Management
Step 1. Identifying the Target Audience
Step 2. Determining the Communication ObjectivesBuyer Readiness Stages
PurchasePurchase
Conviction
Preference
Liking
Knowledge
Awareness
Steps in Developing Effective Communication
This ad for the Toyota Celicamay be able to cover the firstthree stages of the buyer-readiness s tages : awareness,knowledge, and liking.
There is no mention ofcompetitors , so it does notseem to establish preference.
Paul Dishman, Ph.D.
Marketing Management
Step 3. Designing a Message
Message ContentRational Appeals
Emotional AppealsMoral Appeals
Message StructureDraw ConclusionsArgument TypeArgument Order
Message FormatHeadline, Illustration,
Copy, & ColorBody Language
Steps in Developing Effective Communication
Designing aMessage
ContentThe pictures and the slogan make this whattype of appeal?
FormatThis layout, almost like a yearbook or photoalbum, reinforces the sentimental aspect of this advertisement.
Click or press spacebar to return.
Is this ad making an emotional,rational, or moral appeal, or is itcombining them? How muchdo the personified cowscontribute to this ad?
Is the ad structured to let the audience make a decision?
Is this an effective ad?
The same company puts lifelikestatues of cows, with this slogan,into mall food courts. Whatmakes that practice effective?
Paul Dishman, Ph.D.
Marketing Management
Nonpersonal CommunicationChannels
Step 4. Choosing Media
Personal CommunicationChannels
Step 5. Selecting the Message Source
Step 6. Collecting Feedback
Steps in Developing Effective Communication
Paul Dishman, Ph.D.
Marketing Management
Affordable Based on What the
Company Can Afford
Objective-and-Task Based on Determining
Objectives & Tasks, Then Estimating Costs
Objective-and-Task Based on Determining
Objectives & Tasks, Then Estimating Costs
Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales
Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales
Competitive-ParityBased on the Competitor’s
Promotion Budget
Competitive-ParityBased on the Competitor’s
Promotion Budget
One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on
Promotion.
Setting the Total Promotion Budget
Paul Dishman, Ph.D.
Marketing Management
Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.
Strategy Selected Depends
on:
Type of Product-Market &
Product Life-Cycle
Stage
Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.
Promotion Mix Strategies
Paul Dishman, Ph.D.
Marketing Management
Analyze trends – internal and external – that can affect your company’s ability to do business.
Audit the pockets of communications spending through the organization.
Identify all contact points for the company and its brands.
Team up in communications planning.
Integrating the Promotion Mix
Paul Dishman, Ph.D.
Marketing Management
Integrating the Promotion Mix
Create compatible themes, tones, and quality across all communications media.
Create performance measures that are shared by all communications elements.
Appoint a director responsible for the company’s persuasive communications efforts.
Paul Dishman, Ph.D.
Marketing Management
Socially Responsible Marketing Communication
• Advertising and Sales Promotion– Companies must avoid false and deceptive
advertising.– Sellers must avoid bait-and-switch advertising.– Trade promotion activities are also closely regulated.
• Personal Selling– Salespeople must follow the rules of “fair
competition”.– Three-day cooling-off rule– Salespeople must not disparage competitors.