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Product Promotion. ApEc 4451. Communication Process. Consider: - Source: who/what will convey info. - Message: factual; emotional (fear, sex appeal, humor). - Receiver. Communicating effectively; - Sender & receiver must have shared field of experience.

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Communication Process

  • Consider:

    - Source: who/what will convey info.

    - Message: factual; emotional (fear, sex appeal,

    humor).

    - Receiver.

  • Communicating effectively;

    - Sender & receiver must have shared field of experience.

    - Feedback: from receiver to sender.

    - Noise: want to reduce extraneous factors.


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Major Methods

  • Personal Selling: direct presentation of product to perspective customer.

  • Advertising: non-personal paid communication.

    - TV, radio, print, billboards, internet.

    - Less mass market; more targeted selling.

  • Sales promotion: temporary incentives to encourage purchases.

  • Public relations: to create favorable attitude toward company and its products.

  • (Publicity): news coverage; can be positive or negative.


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Trade-oriented sales promotion

  • Allowances & discounts.

  • Cooperative advertising.

  • Slotting fees.


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Consumer-oriented sales promotion

  • Coupons- paper to electronic.

  • Premiums.

  • Deals- short-term price reductions.

  • Contests- need to do something to win (skill; ability).

  • Sweepstakes- win purely by chance.

  • Samples- tasting.

  • Point-of-purchase display.

  • Sponsorship of events.


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Advantages & Disadvantages

  • Personal selling:

    - Permits flexible presentation and gains immediate response.

    - Costs more than other forms per contact.


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  • Advertising:

    - Can reach large audience.

    - Cost in relation to audience.

    - Control over message.

    - Considerable waste.

    - Hard to close sale.

    - Hard to demonstrate product.

    - Difficult to measure results.


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  • Sales promotion:

    - Gains attention & has immediate effect.

    - Easy for others to imitate or match.


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  • Public Relations:

    - High degree of believability when done right.

    - Not as easily controlled as other forms.

    - Difficult to measure or demonstrate the results.


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Hierarchy of Effects Model

  • Awareness (to inform)

  • Knowledge

  • Liking (to persuade)

  • Preference

  • Conviction

  • Adoption (Purchase).

  • Remind.


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Effective Advertising (AIDA)

  • Gets consumers attention.

  • Holds her/his interest.

  • Arouses their desire.

  • Leads to consumer action to buy.


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Packaging

  • Functional benefits:

    - Protection.

    - Convenience.

    - Storage (shelf life).

    - Preservation of quality (freshness).

    - Consumer protection (tamper

    resistance).


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  • Perceptual benefits:

    - Perception by the consumer:

    - Can connote status, economy,

    quality.

    - Influenced by color; shape.

    - Repackaging of existing products.


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  • Communication benefits:

    - Promotion and advertising at point of purchase decision.

    - Ingredients.

    - Nutrition information.

    - Directions.

    - Menus.


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Packaging Trends

  • Reduced & recyclable (to reduce environmental impact & cost).

  • More package sizes – smaller for 1-2 people; also large economy size (Sam’s Club; Costco).

  • Packaging for convenience.


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