1 part seven : promotion strategy part seven : promotion strategy ( chapter15-chapter17)
TRANSCRIPT
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Part Seven : Promotion Strategy
Part Seven : Promotion Strategy
( Chapter15-Chapter17)( Chapter15-Chapter17)
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MarketingCommunications
mix(Promotion mix)
MarketingCommunications
mix(Promotion mix)
AdvertisingAdvertising
Personal sellingPersonal selling
Sale promotionSale promotion
Public relations Public relations
CustomerCustomer
Direct marketingDirect marketing
Promotion Mix (P.467)
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Integrated marketing communications (IMC)(整合营销传播) (P.469)
The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
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Consistent,clear,andcompelling company
and productMessages.
Consistent,clear,andcompelling company
and productMessages.
AdvertisingAdvertising Personalselling
Personalselling
Salespromotion
Salespromotion
Publicrelations
Publicrelations
Directmarketing
Directmarketing
Carefully blended mix of promotion tools
Integrated marketing communications(P.470)
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Elements in the communication process (P.471)
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Sender Sender Receiver Receiver Encoding Encoding Decoding Decoding
Media Media
Message Message
Feedback Feedback ResponseResponse
Noise Noise
Sender’s field of experience Receiver’s field of experience
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Steps in Developing Effective Communication
Identifying the Target AudienceIdentifying the Target Audience
Determining the communication objectives
Determining the communication objectives
Designing a MessageDesigning a Message
Choosing MediaChoosing Media
Selecting the Message SourceSelecting the Message Source
Collecting FeedbackCollecting Feedback
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Set the objectives by the buyer-readiness stages (P.472)
AwarenessAwareness
KnowledgeKnowledge
LinkingLinkingPreference Preference
ConvictionConviction
PurchasePurchase
知晓 认识 喜欢 偏爱 确信 购买
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Designing a message
Message contentMessage content
Message structure& Message format
Message structure& Message format
What to say?What to say?
How to say?How to say?
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Choosing media
Personalcommunication
channel
Personalcommunication
channel
Word-of-mouthinfluence
Word-of-mouthinfluence
Non-personalcommunication
channel
Non-personalcommunication
channel
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Factors in Setting the Promotion Mix
• 1. Type of product / market;• 2. Push versus pull strategy;• 3. Buyer readiness stage.• 4. Product life-cycle stage.
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Push versus pull promotion strategy (P.483)
• ProducerProducer Retailer &
wholesalers
Retailer &wholesalers ConsumersConsumers
ProducerProducer Retailer &wholesalers
Retailer &wholesalers
ConsumersConsumers
Producermarketingactivities
Resellermarketingactivities
DemandDemand
Producer marketing activities
Push strategy
Pull strategy
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Integrating the promotion mix (P.485)
Audit the pockets of communications spending throughout the organization Audit the pockets of communications spending throughout the organization
Identify all contract points for the company & its brandsIdentify all contract points for the company & its brands
Team up in communications planningTeam up in communications planning
Create compatible themes,tones,and quality across all cm. mediaCreate compatible themes,tones,and quality across all cm. media
Create performance measures that are shared by all cm. mediaCreate performance measures that are shared by all cm. media
Appoint a director responsible for the company’s persuasive cm. effort Appoint a director responsible for the company’s persuasive cm. effort
Analyze trends that can affect the company’s ability to do business Analyze trends that can affect the company’s ability to do business
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• Direct Marketing ( 直复营销)• Marketing through various advertising medi
a that interact directly with consumers, generally calling for the consumer to make a direct response.
• Direct sales(直销)• Selling goods to consumers without any mi
ddleman.
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Advertising major advertising decisions
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Objective setting
Objective setting
Budgetdecisions
Budgetdecisions
Messagedecisions
Messagedecisions
Media decisions
Media decisions
Campaignevaluation
Campaignevaluation
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Informativeadvertising
Informativeadvertising
Persuasiveadvertising
Persuasiveadvertising
Comparisonadvertising
Comparisonadvertising
Reminderadvertising
Reminderadvertising
Advertisingobjectives
Advertisingobjectives
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Advertising budget
decision
Advertising budget
decision
AffordableAffordable
Percentage-of sales
Percentage-of sales
Objective -and task
Objective -and task
Competitive parity
Competitive parity
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• Advertising Evaluation
Copy testing
Copy testing
Pretesting Pretesting
Posttesting Posttesting
Direct rating Direct rating
Portfolio tests Portfolio tests
Laboratory testsLaboratory tests
Recall testsRecall tests
Recognition testsRecognition tests
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Sales Promotion
• Major objects of sales promotion• Major objects of sales promotion
Consumer promotion
Consumer promotion
Tradepromotion
Tradepromotion
Sales force promotion
Sales force promotion
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Sales-promotion Tools
• Consumer-Promotion ToolsConsumer-Promotion Tools
Samples Samples Coupons Coupons Cash refundsCash refunds
Price packsPrice packs Premiums Premiums
Patronage reward
Patronage reward
Contests Contests
POPPOP
SweepstakesSweepstakes
Advertising specialties
Advertising specialties
Demonstrations Demonstrations
Games Games
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• Trade-Promotion ToolsTrade-Promotion Tools
Price-offsPrice-offs Allowance Allowance
Buy-backguarantees
or free goods
Buy-backguarantees
or free goods
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• Business-Promotion ToolsBusiness-Promotion Tools
Conventions Conventions Trade showsTrade shows Sales contestsSales contests
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• Public Relations :
• Build good relations with the company’s various publics ,building up a good “corporate image”and handling or heading off unfavorable rumors,stories and events.
• Publicity :
• Activities to promote a company or its products by planting news about it in media not paid for by the sponsor.
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Personal Selling
Salesperson : An individual acting for a company by performing one or more of the following activities:
• prospecting, communicating,
• servicing information gathering.
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Managing the Sales Force
Designing salesforce strategyand structure
Designing salesforce strategyand structure
Recruiting andselecting
salespeople
Recruiting andselecting
salespeople
Trainingsalespeople
Trainingsalespeople
Compensatingsalespeople
Supervisingsalespeople
Evaluatingsalespeople
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Sales forcestructure
Sales forcestructure
Territorial salesforce structure
Territorial salesforce structure
Product salesforce structure
Product salesforce structure
Customer sales force structure
Customer sales force structure