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Gestin de Marketing
Promocin
Marzo 2013
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Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
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Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
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Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
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Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
AUSPICIADOR
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ROL DE LA PROMOCIN EN EL MIX DE MARKETING
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Gestin de Marketing
Objectives Setting
Budget Decisions
Message Decisions Media Decisions
Campaign Evaluation
DECISIONES EN PUBLICIDAD
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Gestin de Marketing
Informative AdvertisingBuild Primary Demand
Informative AdvertisingBuild Primary Demand
Persuasive AdvertisingBuild Selective Demand
Persuasive AdvertisingBuild Selective Demand
Comparison AdvertisingCompares One Brand to
Another
Comparison AdvertisingCompares One Brand to
Another
Reminder AdvertisingKeeps Consumers Thinking
About a Product.
Reminder AdvertisingKeeps Consumers Thinking
About a Product.
Specific Communication Task
Goals with a Specific TargetAudience
During a Specific Period of Time
OBJETIVOS DE PUBLICIDAD
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Gestin de Marketing
LAS 5 M DE LA PUBLICIDAD
Mission
Salesgoals
Adver-tisingobjectives
Money
Factors toconsider:
Stage in PLC
Market share
and con-sumer base
Competitionand clutter
Advertisingfrequency
Productsubstituta-bility
Message
Message generation
Message evaluation
and selection
Message execution
Social-responsibilityreview
MediaReach, frequency,impact
Major media typesSpecific mediavehicles
Media timingGeographical
media allocation
Measure-ment
Communi-cationimpact
Salesimpact
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Gestin de Marketing
Month
Number ofmessagesper month
Concen-trated
(1) (2) (3)
Level Rising Falling Alternating
(4)
Continuous
(8)(7)(6)(5)
(9)Inter-
mittent
(10) (11) (12)(9)
PATRONES DE LA PUBLICIDAD
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Gestin de Marketing
V ! D PRINCIPALES MEDIOS PUBLICITARIOS
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Gestin de Marketing
V ! D PRINCIPALES MEDIOS PUBLICITARIOS
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Gestin de Marketing
PRINCIPALES TIPOS DE PUBLICIDAD
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Gestin de Marketing
PRINCIPALES TIPOS DE PUBLICIDAD
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Gestin de Marketing
PRINCIPALES EN"O#UES PUBLICITARIOS
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Gestin de Marketing
10 ESTILOS DE EJECUCIN PUBLICITARIO
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Gestin de Marketing
10 ESTILOS DE EJECUCIN PUBLICITARIO
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Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
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Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
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Gestin de Marketing
SpecialEventsSpecialEvents
WrittenMaterialsWritten
Materials
CorporateIdentityMaterials
CorporateIdentityMaterials
SpeechesSpeeches
NewsNews
AudiovisualMaterials
AudiovisualMaterials
PublicService
Activities
PublicService
Activities
Web SiteWeb Site
PRINCIPALES $ERRAMIENTAS RELACIONES PUBLICAS
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Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
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Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
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Gestin de Marketing
Consumer-PromotionObjectives Consumer-PromotionTools
Point-of-Purchase
Displays
Premiums
Price Packs
Cash Refunds
Coupons
Samples
PatronageRewardsPatronageRewards
Games
Sweepstakes
Contests
Entice Consumers toTry a New Product
Entice Consumers toTry a New Product
Lure Customers AwayFrom Competitors Products
Lure Customers AwayFrom Competitors Products
Get Consumers to Load Upon a Mature Product
Get Consumers to Load Upon a Mature Product
Hold & Reward Loyal
Customers
Hold & Reward Loyal
CustomersConsumer Relationship
BuildingConsumer Relationship
Building
OBJETIVOS ! $ERRAMIENTAS PROMO% DE VENTAS
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Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
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Gestin de Marketing
COMUNICACIN EN EL MIX DE MARKETING
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Gestin de Marketing
COMUNICACIN EN EL MIX DE MARKETING
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Gestin de Marketing
COMUNICACIN EN EL MIX PROMOCIONAL
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Gestin de Marketing
COMUNICACIN ! MIX PROMOCIONAL
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Gestin de Marketing
METAS ! TAREAS DEL MIX PROMOCIONAL
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Gestin de Marketing
METAS ! TAREAS DEL MIX PROMOCIONAL
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Gestin de Marketing
Atencin
Inters
DeseoA
ccin
METAS ! TAREAS DEL MIX PROMOCIONAL
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Gestin de Marketing
METAS ! TAREAS DEL MIX PROMOCIONAL
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Gestin de Marketing
"ACTORES #UE A"ECTAN MIX PROMOCIONAL
Naturaleza del producto
Etapa en el Ciclo de Vida
Factores del mercado objetivo
Tipo de decisin de compra
Fondos para promocin
Estrategia Push o Pull
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Gestin de Marketing
MANUFACTURER
RETAILER
Trade
Promotions
CONSUMER
ConsumerPromotions
Push
Push PullRetail
Promotions
ESTRATEGIAS DE PUS$ ! PULL
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Gestin de Marketing
ESTRATEGIAS DE PUS$ ! PULL
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Gestin de Marketing
ESTRATEGIAS DE PUS$ ! PULL
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Gestin de Marketing
Consumer-PromotionObjectives
Consumer-PromotionTools
Point-of-PurchaseDisplays
Premiums
Price Packs
Cash Refunds
Coupons
Samples
PatronageRewardsPatronageRewards
Games
Sweepstakes
Contests
Entice Consumers toTry a New Product
Entice Consumers toTry a New Product
Lure Customers AwayFrom Competitors Products
Lure Customers AwayFrom Competitors ProductsGet Consumers to Load Up
on a Mature ProductGet Consumers to Load Up
on a Mature Product
Hold & Reward Loyal
Customers
Hold & Reward Loyal
CustomersConsumer Relationship
BuildingConsumer Relationship
Building
OBJETIVOS ! $ERRAMIENTAS PULL
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Gestin de Marketing
Trade-PromotionObjectives
Trade-PromotionTools
SpecialtyAdvertising
ItemsContests
Free Goods
Buy-BackGuarantees
Allowances
Price-Offs
PatronageRewards
PatronageRewards
Push Money
Discounts
Premiums
Displays
Persuade Retailers orWholesalers to Carry a Brand
Persuade Retailers orWholesalers to Carry a Brand
Give a Brand Shelf SpaceGive a Brand Shelf Space
Promote a Brand inAdvertising
Promote a Brand inAdvertising
Push a Brand to ConsumersPush a Brand to Consumers
OBJETIVOS ! $ERRAMIENTAS PULS$ & AL CANAL
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Gestin de Marketing
Business-PromotionObjectives Business-Promotion
ToolsGenerate Business LeadsGenerate Business Leads
Stimulate PurchasesStimulate Purchases
Reward CustomersReward Customers
Motivate SalespeopleMotivate Salespeople
ConventionsConventions
Trade ShowsTrade Shows
Sales ContestsSales Contests
OBJETIVOS ! $ERRAMIENTAS PULS$ & AL CANAL
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