promotional mix powerpoint - study...
TRANSCRIPT
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Promotional Mix
Promotion LAP 1
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Objectives
A. Describe the elements of the
promotional mix.
B. Explain factors affecting the selection
of a promotional mix.
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Objective A
Describe the elements of the
promotional mix.
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Purposes of Promotion
To tell consumers about a company’s …
Goods
Services
Ideas
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Purposes of Promotion
To persuade consumers to buy
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Promotion’s Recipe
for Success:
Mix various
communication
activities together and
serve to potential
customers until desired
outcome is achieved.
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The Top 5
Airlines!
Traveler Magazine
FlynnThe bikes
the pros
use.
25% OffCoupon
• Advertising
• Personal selling
• Publicity
• Sales promotion
Communication Techniques
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The Combination, or Blend, of Marketing
Communication Channels Is Called the...
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Advertising
Any paid form of nonpersonal presentation of ideas,
images, goods, or services
The most visible element of the promotional mix
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The New Barchetta
• Actual cost of advertisement is quite high.
• Since many people receive the message, the per contact cost is very low.
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GoodsGoodsServicesServicesImagesImagesIdeasIdeas
The Vet for Your
Pet
At Techco, we’re
friendly to our
customers and the
environment.
At Techco, we’re
friendly to our
customers and the
environment.
Say No to Drugs.Diamonds from
Desmond’s
Jewelers are a girl’s
best friend.
Diamonds from
Desmond’s
Jewelers are a girl’s
best friend.
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Advertising
Messages can be delivered by:
• Television
• Radio
• Newspapers
• Magazines
• Direct mail
• Outdoor advertisements
• Directories
• The Internet
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Personal Selling
Determines client needs/wants and responds through
planned, personalized communication that influences
purchase decisions and enhances future business
opportunities
Are you planning
on replacing all
of your computers
at once?
My budget won’t
allow me to replace
them all at once,
but I want them to
be compatible.
You might want
to consider leasing
computers. You can
get free service
and upgrade to a
newer model whenever
you want!
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Selling Advantages
• Immediate feedback
• Flexibility
I like the sound
of this stereo,
but I think it’s a
little large for
my dorm room.
We do carry a
bookshelf model
with similar
sound quality.
Selling Disadvantage
On a per contact basis,
selling is the most expensive
form of promotion.
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Publicity
• Any nonpersonal presentation of ideas, goods, or
services that is not paid for by the company or
individual which benefits from or is harmed by it
• Many consumers pay close attention to publicity.
– Feel publicity has more credibility because it is not a
commercial message
– View publicity as news
Example: Mention of a company’s charitable
activities in print or broadcast media
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Ways the Internet Can Be Used as a Source of Publicity
A company web site can be used to obtain and display
positive feedback.
“Tae-Bo has really changed my life. I’ve lost
weight, toned-up, and feel better than ever.”
-Susie Wells, CA
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Ways the Internet Can Be Used as a Source of Publicity
A business’s goods, services, or web site might be mentioned in an
Internet newsgroup.
OnlineNews.com
Car shopping on the web
Buying a car on the web just got
easier! Autobytel.com will help you
get the financing, pick out the model,
color and extras. Then they provide a
quote from a local dealer. All at the
touch of a keypad.
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Ways the Internet Can Be Used as a Source of Publicity
A company might agree to provide a link to another business’s web
site in exchange for the same consideration.
LINK TO ACME.COMLINK TO ACME.COM
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Sales Promotion
• Promotional activities other than advertising, personal
selling, and publicity which stimulate purchases
• Sales promotion activities include:
Visual merchandising
or displays
Coupons
Product
demonstrations
Instant
rebates
Free samples
Fashion
shows
Contests
Novelty
items
Trade shows
Exhibits
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Importance
of the
Promotional
Mix
• Plays a key role in
obtaining and keeping
customers
• Enables businesses to
communicate effectively
with customers
• Informs consumers about
goods/services and
persuades them to buy
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Objective B
Explain factors affecting the
selection of a promotional mix.
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Marketers Try To Create the
Ideal Blend of Promotional
Activities for Their Businesses.
Must decide which methods will
best reach potential customers and
communicate desired message
Advertising
Personal
selling
Publicity
Sales
promotion
Hard to determine effectiveness of the
different promotional methods
No magic formula that
marketers use to help
design promotional mix
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Factors Affecting the Selection of a
Promotional Mix
Product’s target
market
Good, service,
image, or idea
Distribution
channels
Product’s
company
Must be carefully
analyzed before
marketers decide when
and where to invest
promotional funds
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Good, Service, Image, or Idea
Convenience goods Shopping goods
Specialty goods
• Type of product
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Good, Service, Image, or Idea
Product nature
Products which are
high-tech, require
demonstration, are
expensive, or require
installation should be
promoted through
personal selling.
This computer is
perfect for you. It
has all the software
pre-installed and a
left-handed mouse!
Inexpensive and
self-service products
can rely on advertising
and sales promotion.
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Introductory
Growth
Maturity
Declining
Good, Service, Image, or Idea
Stage of life cycle
When you are on-the-
go…
…it’s Breakfast-
To-Go
New and
Improved!
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Product’s Target Market
vs.Consumer
Market
Industrial
Market
Type of Consumer
Advertising
Sales Promotion
Publicity
Personal Selling
Number of Consumers
Few
Consumers
Many
Consumers
Geographical Location
Close Together Spread Over a
Wide Area
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Distribution Channel
The promotional mix selection is affected by the
path that a product takes.
INTERMEDIARY BLVD. DIRECT AVE.
Requires personal sellingRequires personal selling and advertising
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Businesses often rely on previous
use of promotional methods.
Product’s Company
1960 20001980
Historical Perspective
1970 1990
Think small. Less flower. More power.
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Product’s CompanyWal-Mart started as one small store in
Arkansas. In Wal-Mart’s early years,
local newspaper advertising and personal
selling were all that the small company
could afford.
Today, the Wal-Mart corporation
has increased its promotional mix
to include television, radio,
newspapers, special sales
bulletins, and a Wal-Mart web site
in order to promote its national
network.
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Product’s Company
Tony’s Pizza
Kids eat
free!
Ange’s Pizza
Free kids’
meals!
Competing businesses use similar promotional
mixes and tend to follow the leader.
Competition