Promotion Means Effective Communication
Download
Report
Transcript Promotion Means Effective Communication
PROMOTION
MEANS EFFECTIVE
COMMUNICATION
15.1 Promotion as a Form of Communication
15.2 Types of Promotion
15.3 Mixing the Promotional Plan
© South-Western Publishing
PROMOTION AS A FORM
OF COMMUNICATION
GOALS for Lesson 15.1
Explain the three roles of promotion in
marketing.
Describe how the communication
process works in marketing.
Define the two types of communication
that are important to marketers.
© South-Western Publishing
The Role of
Promotion in Marketing
Promotion – any form of communication
used to:
Inform
Persuade
Remind
© South-Western Publishing
The Role of Promotion in
Marketing
Inform potential or current customers of
a new product or service or of an
improvement to an existing product
Introduction Stage of the Product Life
Cycle
Benefits and characteristics
Changes and Improvements
© South-Western Publishing
The Role of Promotion in
Marketing
Persuade - attempts to encourage a
customer to take a specific action, such
as purchasing a product
Negative meaning to some customers
Growth Stage of the product life cycle
Advantages over the competitors
product
Coupons, rebates, samples
© South-Western Publishing
The Role of Promotion in
Marketing
Remind customers about existing
products on the market
Maturity Stage of the product life cycle
How good, how attractive, how it
satisfies customer’s wants and needs
© South-Western Publishing
The Communication Process
Sender
Encoding
by Sender
Message
Channel
Decoding
by Receiver
Receiver
Feedback
Noise
© South-Western Publishing
Promotion Is a
Communication Process
Sender – source or originator of the
message
may be an organization or person
Message to be shared with a group
“Pepsi Generation”
© South-Western Publishing
Promotion Is a
Communication Process
Encoding – putting the message into
language or symbols that are familiar to the
intended receiver
Pepsi – popular music, loud colors, young
people
Message Channel – the medium the sender
chooses to transmit the message
TV, radio, newspapers, magazines, direct mail,
sales presentations, bill boards
© South-Western Publishing
Promotion Is a
Communication Process
Decoding – interpreting the message or
symbols and converting them into concepts
and ideas
Manipulate, alter the message to their needs
Receiver – the person or persons to whom
the encoded message is directed
The target audience of a product or service
© South-Western Publishing
Promotion Is a
Communication Process
Noise – interference that can cause the
message to be interpreted by the receiver
incorrectly
Radio static, poor printing quality, unfamiliar
words, misinterpretation
Feedback – the receiver’s reaction or
response to the source’s message
Helps measure the effectiveness of a
promotional activity
© South-Western Publishing
The Communication Process
Sender
Encoding
by Sender
Message
Channel
Decoding
by Receiver
Receiver
Feedback
Noise
© South-Western Publishing
Types of
Communication
Interpersonal communication
Two-way communication
Involves two or more people in some kind of
person-to-person exchange
Mass communication
One-way communication
Involves communicating to huge audiences,
usually through mass media, such as
magazines, radio, television, or newspapers
© South-Western Publishing
TYPES OF PROMOTION
GOALS for Lesson 15.2
Describe the advantages and disadvantages
of advertising and publicity as types of
promotion.
Explain the advantages and disadvantages of
personal selling as a type of promotion.
Define sales promotion and describe its
advantages and disadvantages as a type of
promotion.
© South-Western Publishing
Advertising
Any paid form of nonpersonal communciation
sent through a mass medium by an
organization about its products
Advantages
reaches a lot for a low cost per person,
geographical advantages, repeat the message
Disadvantages
costs, target audience might not be in the right
place, impersonal
© South-Western Publishing
Examples of Mass
Media Advertising
Direct mail
Internet
Magazines
Newspaper
Outdoor
Radio
Television
© South-Western Publishing
Publicity
A non-paid form of communication about a
business or organization that is transmitted
through a mass medium
Advantages
the Goodwill that is created (Disney and Safety
Reports)
Disadvantages
organizations have little control over it
© South-Western Publishing
Personal Selling
Person to person communication with
potential customers in an effort to inform,
persuade, or remind
Advantages
much more informative and persuasive, feedback
is immediate and can be acted upon right away
Disadvantages
cost per person is high
© South-Western Publishing
Sales Promotion
Activities or materials that offer consumers a
direct incentive to buy a good or service
(coupons, contests, samples, rebates)
Advantages
generated immediate short-term sales, supports
other promotions (commercial – coupon)
Disadvantages
cost, on average $110 billion a year is spent on
sales promotions
© South-Western Publishing
MIXING THE
PROMOTIONAL PLAN
GOALS for Lesson 15.3
Explain the four major factors that affect
the promotional mix.
Describe the seven steps in the
promotional planning process.
© South-Western Publishing
Elements of a
Promotional Mix
Advertising
Personal selling
Publicity
Sales promotion
© South-Western Publishing
Factors that Affect the
Promotional Mix
Marketing
Mix
Target Policy and Financial
Market Objectives Resources
Promotional
Mix
© South-Western Publishing
Promotional Planning
The promotional plan is a carefully
arranged sequence of promotions
designed around a common theme
responsive to specific objectives.
© South-Western Publishing
The Steps in
Promotional Planning
Analyze the market
Identify the target market
Develop promotional objectives
Achievable, measurable, fit into marketing plan
Develop a promotional budget
Select the promotional mix
Implement the promotional plan
Evaluate the results
© South-Western Publishing