Principles of marketing MKTG 8e joe hair carl mcdaniel chapter 015

Discuss the role of promotion in the marketing mix Describe the communication process Explain the goal and tasks of... Discuss the role of promotion in the marketing mixThe Role of Prom

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Lamb, Hair, McDaniel

Chapter 15

Marketing

Communications

2014-2015

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Discuss the role of promotion in the

marketing mix

Describe the communication process

Explain the goal and tasks of

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Discuss the AIDA concept and its

relationship to the promotional mix

Discuss the concept of integrated

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Discuss the role of promotion in the marketing mix

The Role of Promotion in

the Marketing Mix

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1

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The Role of Promotion

Promotional Strategy

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Exhibit 15.1

Role of Promotion in the Marketing Mix

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Competitive Advantage

Unique features Excellent service Low prices Rapid delivery High product quality

High product quality

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Describe the communication

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The process by which

meanings are exchanged or shared through a common set

of symbols.

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Categories of Communication

Interpersonal Communication

Interpersonal Communication Communication Communication Mass Mass

Marketing Communication

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As Senders As Receivers

 Develop messages

 Adapt messages

 Spot new communication opportunities

 Inform

 Persuade

 Remind

Marketing Communication

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Communication and the

•Personal

•Direct communication

•Feedback driven

•Highly visible communication

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Explain the goals and tasks of promotion

The Goals of Promotion

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Goals and Tasks of Promotion

Connecting

Informing Reminding

Persuading

Target Audience

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Goals and Tasks

Target Audience

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 Increase awareness

 Explain how product works

Informative Promotion

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 Encourage brand switching

 Change customers’ perceptions of

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 Remind customers that product

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 Form relationships through

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Discuss the elements of the promotional mix

The Promotional Mix

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Most commonly distributed by traditional media, though increasingly through non- traditional media, such as Web

sites, e-mail, blogs, and interactive video kiosks in malls

and supermarkets.

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Advertising Media

Traditional Advertising Media New Advertising Media

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Public Relations

Evaluates public attitudes, identifies areas within the organization that public may be interested in, and executes a program to earn public

understanding

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The Function of Public

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Sales Promotion

Marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer

effectiveness.

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Sales Promotion

End Consumers

Company Employees

Trade Customers

Free samples

Contests

Premiums Trade Shows Vacation Giveaways

Coupons

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Personal Selling

Traditional Selling

outcome.

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Social Media

Promotion tools used to facilitate conversations among people online.

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Communication Process and

the Promotional Mix

Shift from one-way communication to customer-controlled, customized,

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Exhibit 15.3

Digital Media Types

4

Social Media is concentrated here, between owned and earned media, with some (but not much) paid media depending on the strategy

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Exhibit 15.4

Characteristics of the Elements in the

Promotional Mix

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Discuss the AIDA concept and its relationship to the promotional mix

Promotional Goals and the AIDA Concept

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The

The AIDA AIDA Concept

Attention Interest

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The AIDA Concept

Action Desire

Interest Attention Cognitive (thinking)

Affective (feeling)

Conative (doing)

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Exhibit 15.5

The Promotional Mix and AIDA

Attention Interest Desire Action

Advertising Public

Relations

Sales Promotion

Personal Selling Social Media

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Discuss the concept of integrated marketing

communications

Integrated Marketing Communications

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Integrated Marketing

Communications

The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.

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IMC Popularity Growth

• Proliferation of thousands of media

choices.

• Fragmentation of the mass market.

• Slash of advertising spending in favor of

promotional techniques that generate immediate response.

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Describe the factors that affect the promotional

mix

Factors Affecting the

Promotional Mix

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Factors Affecting the Choice of Promotional Mix

Nature of the product

Stage in PLC

Target market characteristics Type of buying decision

Promotion funds Push or pull strategy

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personal

Heavy Advertising;

PR forawareness;

Ads decrease;

sales promotion;

AD/PR decrease; limited sales promotion;

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Target Market Characteristics

Advertising Sales Promotion Less Personal Selling

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Type of Buying Decision

Advertising Sales Promotion Routine

Personal Selling

Neither Routine nor Complex

Advertising Public Relations

Print Advertising Complex

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Available Funds

elements

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Exhibit 15.7

Push Strategy versus Pull Strategy

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