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J. Paul Peter • James H. Donnelly, Jr . 6th Edition. Marketing Management. Knowledge and Skills. Chapter 8. Integrated Marketing Communications: Advertising and Sales Promotion. (continued). Some Strengths and Weakness of the Major Promotion Elements. Element Strengths Weaknesses.
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J. Paul Peter • James H. Donnelly, Jr. 6th Edition Marketing Management Knowledge and Skills
Chapter 8 Integrated Marketing Communications: Advertising and Sales Promotion
(continued) Some Strengths and Weakness of the Major Promotion Elements Element Strengths Weaknesses Advertising Efficient for reaching many Reaches many people who are buyers simultaneously, not potential buyers, ads are effective way to create subject to much criticism, image of the brand, flexible, exposure time is usually short, variety of media to choose people tend to screen out from. Advertisements, total cost may be high Personal Sales people can be persuasive Cost per contact is high selling and influential, two-way salespeople may be hard to communication allows for recruit and motive, presenta- questions and other feedback tion skills vary among sales- message can be targeted to people specific individuals SOURCE: Gilbert A. Churchill, Jr., and J. Paul Peter, Marketing: Creating Value for Customers, rev. ed. (Burr Ridge, IL:Richard D. Irwin, 1998), p. 453
Some Strengths and Weakness of the Major Promotion Elements Element Strengths Weaknesses Sales Supports short-term price Risks inducing brand-loyal promotion reductions designed to customers to stock up while stimulate demand, variety not influencing others, impact of sales promotion tools may be limited to short-term, available, effective in price-related sales promo- changing short-term behavior, tion may hurt brand image, easy to link to other com- easy for competitors to copy munications Publicity Total cost may be low, media- Media may not cooperate, generated messages seen as heavy competition for media more credible than marketer- attention, marketer has little sponsored messages control over messages SOURCE: Gilbert A. Churchill, Jr., and J. Paul Peter, Marketing: Creating Value for Customers, rev. ed. (Burr Ridge, IL:Richard D. Irwin, 1998), p. 453
Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. How Various Promotion Tools Might Contribute to the Purchase of a Hypothetical Product To produce: Awareness Comprehension Conviction Ordering Personal selling Advertising Sales promotion Publicity Figure 8-1
Example of Sales Promotion Activities Figure 8-2 Aimed at middleman Price deals Promotion allowances Sales contests Calendars Gifts Trade shows Meetings Catalogs Merchandising aids Aimed at companies own sales force Contests Courses Meetings Portfolios Displays Sales aids Training materials Aimed at final consumers or users Contests Coupons Aisle displays Samples Trade shows Point-of-purchasing materials Banners and streamers Trading stamps Sponsors SOURCE: William D. Perreault, Jr. and E. Jerome McCarthy, Basic Marketing: A Global Managerial Approach, 12th ed. (Irwin, 1996), p. 422
The Sales Promotion Dilemma Figure 8-3 Other firms Our firm Cut back promotions Maintain Promotion Market share may go to our firm Cut back promotions Higher profits for all Market share may not change: profits stay low Market share may go to other firms Maintain promotions SOURCE: George E. Belch and Michael A. Belch, Introduction to Advertising and Promotion: An Integrated Communications Perspective, 4th ed. (Burr Ridge, IL:Richard D. Irwin, 1998), p. 509.
