Transcript Elements of the Promotional Mix

AIDA Concept
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Attention-Interest-Desire-Action
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Think
Feel
Do
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Promotion Strategies for Primary
and Secondary Markets
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Primary market – Demand for a product
category
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Pioneering Advertising
Got Milk
Social issue marketing
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“Kick the Can”
Drug Free America “Talk to your kids about
drugs”
Kelley Fall 2004 Principles of
Marketing
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Promotion Strategies for Primary
and Secondary Markets
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Secondary market – Demand for a
brand
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Challenge milk
Crystal milk
Sunnyside Select milk
Energy Star Label
Get Straight Drug Program
Entire Promotional Mix
Kelley Fall 2004 Principles of
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Event Marketing
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Effective Promotions for Events
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Make media your partner
Premium item giveaways
Promote a sponsor/product
Entertainment
Cause-related promotions
Affinity-based promotions
Kids and pets never fail
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Advertising
Types of Advertising
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Institutional Advertising
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Comparative Advertising
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Advocacy advertising
Never use comparative advertising if you are
the market leader
Cooperative Advertising (vertical)
Competitive Advertising
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Advertising
Advertising objectives
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Awareness
Reminder to use
Change attitudes about use of the product
Change perceptions of importance of brand
attributes
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Advertising
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Advertising objectives
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Attitude reinforcement
Product-line or corporate image building
Obtain a direct response
Process
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Account sale representative
Account manager
Creative
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Advertising
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Process
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Traffic
Media planning
Evaluation
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CPM = cost of ad x 1000/circulation
Rating = program audience/total audience
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Advertising
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Evaluation
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Reach - percentage of the target audience
that will be exposed to the message
Frequency - average number of times a
member of the target audience is exposed
to the message
Gross Rating points - reach percentage x
number of exposures
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Advertising
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Evaluation
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Recognition tests
Recall tests
Theater tests
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Sales Promotion
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About 25% of each promotional dollar
is spent on sales promotion
Short-term results
Objectives
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Inquiries - free gifts, mail-in coupon for
information, catalog offers, exhibits
Trial - coupons, free samples, contests,
premiums, demonstrations
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Marketing
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Sales Promotion
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Objectives
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Repurchase - on-pack coupons, mail-in
rebates
Traffic building - special sales, weekly
specials, entertainment events, retailer
coupons
Increase rate of purchase - multipacks,
special price on twos
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Marketing
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Sales Promotion
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Objectives
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Inventory building - return allowances,
slotting allowances
Promotional support - reusable display
cases, sales contests, merchandise
allowances
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Sales Promotion
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Evaluation
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Redemption rates
Acquisition rates
Displacement rates
Conversion rates
Stock-up rates
Product-line effects
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Personal Selling
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About 50% of each promotional dollar
is spent on personal selling activities
Recruitment
Compensation
Evaluation
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Public Relations
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Less than 1% of each promotional dollar is
spent on public relations
Difficult to control and evaluate
Process
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Set objectives
Identify target audience
Design message
Reach media that serves target audience
Write Press Release
Evaluate results
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