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Integrated Promotion Decisions

Integrated Promotion Decisions. The best product at the right price in the right channel may not sell if customers don’t know it exists. What are the tools to develop this final element of the marketing mix?. The promotion mix Advertising

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Integrated Promotion Decisions

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  1. Integrated Promotion Decisions

  2. The best product at the right price in the right channel may not sell if customers don’t know it exists. What are the tools to develop this final element of the marketing mix?

  3. The promotion mix • Advertising • Examples: print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and e-mails. • Personal selling—A process of helping and persuading one or more prospects to purchase or to act on any idea through the use of an oral presentation. • Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone. • Sales promotion—Incentives designed to stimulate the purchase or sale of a product, usually in the short term. • Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. • Public relations—Non-paid non-personal stimulation of demand for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. • Examples: Newspaper and magazine articles/reports, TV and radio presentations, charitable contributions, speeches, issue advertising, and seminars. • Used together in a well planned an coordinated manner, and targeted at all stakeholders -- not just consumers -- these tools can be used to develop an integrated marketing communications plan.

  4. Define the audience to be targeted (1) Set the promotional objectives (2) Set the promotion budget (3) Design the promotional mix (4) Evaluate the results (5) Exhibit 14.2Decision Sequence for Developing Promotion Mix

  5. How do we decide whom is to be targeted?Segmentation decisions ( as discussed earlier) are especially important to the marketing communications effort because they identify who the target market is.Several products today are aimed at target audiences based on a combination of these criteria. For example, the audience for the Economist magazine, or a teen music magazine.

  6. Which elements of the promotion mix are primary? When? Which often play supporting roles?In practice, either advertising or personal selling generally plays a dominant role in the promotion mix, with sales promotion and/or publicity playing supporting roles. Advertising is generally dominant when a pull strategy is used; personal selling is generally dominant when a push strategy is used.

  7. Exhibit 14.4Comparing the Merits of the Promotion Mix Elements (Part 1)

  8. Exhibit 14.4Comparing the Merits of the Promotion Mix Elements (Part 2)

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