Transcript Part 7 :Promotion Strategy

Part Seven :
Promotion Strategy
( Chapter14-Chapter16)
1
Promotion Mix (P.427)
•
Advertising
Personal selling
Marketing
Communications
mix
(Promotion mix)
Sale promotion
Customer
Public relations
Direct marketing
2
Integrated marketing communications (IMC)
（整合营销传播）(P.427)
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.
3
Carefully blended mix of promotion tools
Advertising
Personal
selling
Sales
promotion
Public
relations
Consistent,clear,and
compelling company
and product
Messages.
Direct
marketing
Integrated marketing communications(P.430)
4
Elements in the communication process (P.431)
•
Sender
Encoding
Message
Decoding
Receiver
Media
Noise
Feedback
Sender’s field of experience
Response
Receiver’s field of experience
5
Steps in Developing Effective
Communication
Identifying the Target Audience
Determining the communication
objectives
Designing a Message
Choosing Media
Selecting the Message Source
Collecting Feedback
6
Set the objectives by the buyer-readiness stages
(P.432)
Awareness
Conviction
Knowledge
Purchase
Preference
Linking
知晓
认识
喜欢
偏爱
确信
购买
7
Designing a message
Message content
What to say?
Message structure
& Message format
How to say?
8
Choosing media
Personal
communication
channel
Word-of-mouth
influence
Non-personal
communication
channel
9
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.
10
Push versus pull promotion strategy (P.444)
•Producer
Producer
marketing
activities
Retailer &
wholesalers
Reseller
marketing
activities
Consumers
Push strategy
Demand
Producer
Demand
Retailer &
wholesalers
Consumers
Producer marketing activities
Pull strategy
11
Integrating the promotion mix (P.444-445)
Analyze trends that can affect the company’s ability to do business
Audit the pockets of communications spending throughout the organization
Identify all contract points for the company & its brands
Team up in communications planning
Create compatible themes,tones,and quality across all cm. media
Create performance measures that are shared by all cm. media
Appoint a director responsible for the company’s persuasive cm. effort
12
• Direct Marketing (直复营销）
• Marketing through various advertising
media 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
middleman.
13
Advertising
major advertising decisions (P.455)
•
Objective
setting
Message
decisions
Budget
decisions
Campaign
evaluation
Media
decisions
14
•
Informative
advertising
Advertising
objectives
Persuasive
advertising
Comparison
advertising
Reminder
advertising
15
•
Percentageof sales
Affordable
Advertising
budget
decision
Objective and task
Competitive
parity
16
• Advertising Evaluation
Direct rating
Pretesting
Copy
testing
Portfolio tests
Laboratory tests
Recall tests
Posttesting
Recognition tests
17
Sales Promotion
• Major objects of sales promotion
Consumer
promotion
Trade
promotion
Sales force
promotion
18
Sales-promotion Tools
Consumer-Promotion Tools
•
Samples
Coupons
Cash refunds
Price packs
Premiums
Advertising
specialties
Patronage
reward
POP
Demonstrations
Contests
Sweepstakes
Games
19
•
Trade-Promotion Tools
Price-offs
Allowance
Buy-back
guarantees
or
free goods
20
•
Business-Promotion Tools
Conventions
Trade shows
Sales contests
21
• 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.
22
Personal Selling
Salesperson : An individual acting for a
company by performing one or more of the
following activities:
• prospecting, communicating,
• servicing
information gathering.
23
Managing the Sales Force
Designing sales
force strategy
and structure
Evaluating
salespeople
Recruiting and
selecting
salespeople
Supervising
salespeople
Training
salespeople
Compensating
salespeople
24
•
Territorial sales
force structure
Sales force
structure
Product sales
force structure
Customer sales
force structure
25