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1、MSc Marketing and ManagementThe Promotional MixTopicsnElements of the mix and definitionsnThe scope of sales promotionsnAdvertising objectives and limitationsnDeveloping and advertising campaignnGaining synergy in the mixnVideo casesElements of the Communications MixDefinition:A number of promotiona
2、l methods used in combination to promote a particular product through communications with individuals, groups and organisations.CustomerAdvertisingPersonal SellingSales PromotionPublicityInternet/ Online MarketingDirectMarketingPromotion - A Mix Within the MixnAdvertising: Any paid form of non-perso
3、nal presentation and promotion of ideas, goods or services by an identified sponsor.nPersonal Selling: Personal, oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales.nPublicity: Non-personal stimulation of demand for a product, service or busine
4、ss unit by planting commercially significant news about it in a published medium or obtaining favourable presentation of it upon radio, television or stage that is not paid for by the sponsors. nSales Promotion: Those marketing activities, other than personal selling, advertising and publicity, that
5、 stimulate consumer purchasing and dealer effectiveness, such as displays, shows and exhibitions, demonstrations, special offers and various non-recurrent selling efforts in the ordinary routine. Sales promotions act as a direct incentive to buy.The Scope of Sales PromotionsIntegrating Selling and P
6、romotionnI do not know who you are.nI do not know your company.nI do not know your companys product.nI do not know what your company stands for.nI do not know your companys customers.nI do not know your companys record.nI do not know your companys reputation.nNow - what was it you wanted to sell me?
7、Figure:Push-versus-Pull StrategyProducer promotes aggressivelyWholesaler promotes aggressivelyRetailer promotes aggressivelyConsumerConsumerRetailerWholesalerProducer promotes aggressively toPush StrategyPull StrategyMARKETING MANAGEMENT: Analysis, Planning, Implementation, and Control, 6/E by Phili
8、p Kotler 1988 by Prentice Hall A Division of Simon & Schuster, Englewood Cliffs, New Jersey 07632Advertising ObjectivesnConvey information.nBrand Identity building Shape attitudes Create/reinforce image positioning Create desire for the brand Establish or reinforce brand associationsnProvide post-pu
9、rchase reassurancenRemindnGenerate enquiriesAdvertisings LimitationsnCannot create needs.nCannot reverse product/brand dislike.nMust be part of an effective marketing mix.nCan reinforce but not build brand loyalty.nCannot prevent long-term decline.nMust have clear objectives and strategy to succeed.
10、The Communication Process and Brand Image The Communication Process and Brand Image BuildingBuildingMessageSENDERRECEIVEREncodeDecodeMediaBrand identityOther SignalsFeedbackResponseBrand ImageNoiseDerived from:-Doyle, P. (2000),Value Based Marketing andSchramm, W. (1971), “How Communication Works”.D
11、eveloping an Advertising CampaignMessage DecisionsMessage generation Message evaluation and selection Message executionObjectives SettingCommunication objectives Sales objectivesAffordable approach Per cent of sales Competitive parity Objective and taskBudget DecisionsCampaign EvaluationCommunicatio
12、n impact Sales impactMedia DecisionReach, frequency, impact Main media types Specific media vehicles Media timingElements of the Communication ProcessA W A R E N E S SU N D E R S T A N D I N GB E L I E FA C T I O NStage 1Stage 2Stage 4Stage 3Stage 5FORCES OF COMMUNICATIONBARRIERSImpactForgetfulnessH
13、ostilityIncompre- hensionApathySpecificnessCredibilityRelevanceAdapted from M McDonald, Marketing Plans, Butterworth Heinemann, 1989.U N A W A R E N E S SPromotional Mix via the Communication ProcessU N A W A R E N E S SA W A R E N E S SU N D E R S T A N D I N GADVERTISINGPERSONAL SELLINGPUBLICITYSA
14、LES PROMOTIONSHiHiHiHiHiHiLowLowLowLowLowHiHiMedMedMedA C T I O NB E L I E FAcuvue Video Case StudynUsing the various stages for developing a logical advertising campaign, analyse the Acuvue example. Which elements were covered and which were not? How was the communication process managed across the promotional mix? (push as well as pull?) How did Acuvue encode its messages in the advertisement?
