Promotional strategy
Download
1 / 26

Promotional strategy - PowerPoint PPT Presentation


  • 112 Views
  • Uploaded on

Promotional strategy. Module 8. Session overview. The role of promotion in the marketing mix Elements in the promotional mix Integrated marketing communications Factors influencing the promotional mix. Role of promotion in the marketing mix.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Promotional strategy' - stone-caldwell


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

Session overview
Session overview

  • The role of promotion in the marketing mix

  • Elements in the promotional mix

  • Integrated marketing communications

  • Factors influencing the promotional mix


Role of promotion in the marketing mix
Role of promotion in the marketing mix

  • Promotion is the communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion (toward the product) or elicit a (favourable) response

  • Focus on differential advantages

    • unique selling proposition (USP)

    • reason to buy our brand (selective demand)


Five elements of the promotion mix
Five elements of the promotion mix

Direct marketing

Advertising

Sales promotion

Five major elements of promotion mix

Personal selling

Public relations


Personal selling
Personal selling

  • Oral presentation

    • personal - face-to-face or over the phone

  • Aim

    • gain rapport

    • overcome objections

    • close the sale


Advertising
Advertising

  • Impersonal, one-way mass communication

    • wide reach, low CPM (cost per thousand reached)

  • Paid by an identified sponsor or company

  • Aim

    • build brand image

    • longer-term strategy

  • Examples:

    • broadcast media (TV, radio)

    • print media (newspapers, magazines, brochures)

    • yellow pages, cinema and outdoor


Sales promotion
Sales promotion

  • Short-term incentive

  • Aim

    • stimulate sale or trial

      • shorter-term strategy - buy now!

  • Examples:

    • competitions

    • 2 for 1 deals

    • price specials

    • premiums


Public relations
Public relations

  • ‘function that evaluates public attitudes, identifies areas that the public may be interested in, and executes a program of action to earn public understanding and acceptance’ (Summers et al. 2006, p. 312)

  • Aim

    • monitor attitudes and build good relations

    • build corporate image

    • good corporate citizen

  • Examples:

    • sponsorship

      • McDonalds, BlueScope

    • publicity, press releases


Direct marketing
Direct marketing

  • Direct marketing

    • gain an immediate response

    • selective and personalised

    • direct mail, telemarketing, SMS, direct selling, home-shopping etc.


Factors affecting the promotional mix
Factors affecting the promotional mix

  • Nature of the product

    • consumer versus business products

    • cost and risks associated with using the product

  • Stage in product life cycle

    • exhibit 9.7, p.324

  • Target market characteristics

    • how informed/knowledgeable?

    • how brand loyal?

    • what are their media habits?

    • how can we reach them?


Factors affecting the promotional mix cont
Factors affecting the promotional mix cont….

  • Type of buying decision

    • complex versus routine

      • high versus low involvement

  • Promotional budget

    • cost of media

    • absolute versus relative costs (CPM)

  • Push v pull strategies

    • exhibit 9.8, p.327


Integrated marketing communications
Integrated marketing communications

  • ‘Method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused’

  • Consistency

    • consistent theme, message, jingle, colour scheme etc.

    • examples

      • Commonwealth Bank ‘which bank’

      • Toyota ‘Oh what a feeling’

  • Synergy

    • all elements of the IMC mix work together to deliver a more powerful message than the sum of the individual elements.

    • each element has its role, its advantages and disadvantages


The communication process
The communication process

Sender

Feedback

Encoding

Message channel

Message

Response

Decoding

Receiver


Elements in the communication process
Elements in the communication process

  • Sender (source)

    • company, spokesperson

  • Encoding the message

    • putting ideas into symbols

  • Message

    • set of symbols that are transmitted

  • Message channel (media)

    • channel of communication


Communication process cont
Communication process cont.

  • Decoding the message

    • receiver interprets symbols

      • assigns meaning to the message

  • Receiver

    • response - reaction/action

    • feedback - communicated back to sender

  • Noise

    • communication barrier or distortion

    • occurs at all stages


Promotional goals
Promotionalgoals

  • Inform

  • Persuade

  • Remind

  • Refer to exhibit 9.5, p. 319





Session overview1
Session overview

  • AIDA model

  • Message issues

  • Message appeals


Aida model
AIDA Model

Attention

Interest

Desire

Action


Message issues
Message issues

  • What will we say?

    • key benefits

      • functional

      • psychological

    • important attributes

  • What is our usp (unique selling proposition)?

  • What response are we seeking?

  • Do we want to support our current positioning strategy or reposition?


Message appeals
Message appeals

Rational

Appeals

Emotional

Appeals

Three types

of

appeals

Moral

Appeals