Transcript chapter 12 - courses.psu.edu

CHAPTER 8
INTEGRATED MARKETING
COMMUNICATIONS:
ADVERTISING AND SALES
PROMOTION
4/10/2016
1
Promotion Strategy
 Make
aware of a product
 Inform benefits
 Convince buyers
 Entice buyers to purchase product
 ADVERTISING COST PER TOUSAND
 REACH AND FREQUENCY
4/10/2016
2
Promotion Mix
 Advertising
 efficient,
 Personnel
but expensive
Selling
 persuasive,
 Sales
but cost per contact is high
Promotion
 stimulate
demlife, but it has short impact
 Publicity
 low
cost, but it may be uncontrollable
4/10/2016
3
Advertising: Planning and
Strategy
 Printed
and electronic media
 Reach large number of people to
inform, to persuade or to remind
 Non-personal representation to gain a
competitive advantage in the
marketplace
 May be used to educate consumer
4/10/2016
4
Objectives of Advertising
 Generalist
viewpoint
 concern
with sales, profits, return on
investment
 Specialist
viewpoint
 concern
with measuring the effects of
advertising on special advertising campaign
 Marketing
management approach
 understands
the other views; however, views
advertising as a competitive weapon
4/10/2016
5
Creating The Message
 Awareness:
information
 Aid comprehension and Interest:getting
readers’ attention
 Induce conviction:Understanding
benefits and need/want satisfaction
 Develop desire: Attitudes-trial
 Produce Action: Purchase
4/10/2016
6
Advertising Decision
 Size
of the advertising budget
 Allocating the budget
 percent
of sales
 per-unit expenditures
 all you can effort
 competitive parity
 research approach

 the
cost and advertising effect comparison
task approach
4/10/2016
7
Media Decision and Effective
Promotion
Management choice and strategies are
used for effective media choice.
Successful ad campaigns have two
tasks:
 Say the right things in the ads
 Use appropriate media in the right
amount, at the right time to reach target
market
4/10/2016
8
Media Decision and Effective
Promotion (cont.)
 Message
strategy
 it
is a communication process and it should
depends upon consumers’ behaviors and
motivation
Source
 Message
 Encoding
 Media sources
 Receiver
 Decoding
4/10/2016

Noise
9
Media Mix
 The

nature of the product:
Complex products can not be advertised on
billboards.
Nature and size of target market.
 Available advertising budget.
 Availability of media.
 Types of media:


Radio, TV, Magazine, Newspaper, billboard
4/10/2016
10
Media Mix(cont.)
 Newspaper
 flexible
and timely, but short life
 broad acceptance and use, but small audience
 Radio
 Audience
selectivity, but audio presentation
only
 low cost, but less attention than the TV
4/10/2016
11
Media Mix(cont.)

Television
combination of sight, sound and motion, but expensive
 Mass audience coverage, but it has short life.

Magazines
high geographic and demographic selectivity, bur some
waste circulation
 Quality of readership, but long closing period
 pass-along readership, but no guarantee of position


Direct Mail
audience selectivity, but high cost
 personalized, but consumers spent little attention


Outdoor

4/10/2016
flexible and cheaper,
but no selectivity of audience
12
The Message
 Product
Feature-intangible/tangible
 Psychological Features-fear,love, humor
 Association-celebrities
 Message consistency
 Opinion leaders-carry the message
 Word-of-mouth communication
 Message selection
4/10/2016
13
Sales Promotion
Push/pull strategy
 Trade show promotion

 POP
displays
 Contests
 Trade shows
 Sales meetings
 Advertising allowances
4/10/2016
14
Consumer Promotions
 Sampling
 Price
deals
 Bonus packs
 Rebates and refunds
 Sweepstakes and contests
 Premiums
 Coupons
4/10/2016
15
Sales Promotions (cont.)
 What
can sales promotions do?
 Generate
long-term buyer commitment
 Change sales trend
 Convince buyers to buy unacceptable products
 make-up for a lack of advertising and sales
support
4/10/2016
16