Chapter 16 Role of Promotion Promotional Strategy plan for optimal use of elements of promotion advertising public relations personal selling sales promotion and social media Marketing Communication Communication process by which meanings are exchanged or shared through common set of symbols o Interpersonal Comm direct face to face between two or more people salesperson o Mass Comm a concept or message to large audiences great deal of marketing is directed at consumers Communication Process o Senders Inform persuade remind o Receivers develop adapt messages spot new comm opportunities message Encoding conversion of senders ideas into o Sender Encode Channel Decode Receiver then Feedback Goals and Tasks of Promotion Informing convert need or want to stimulate interest o PLC stages intro early growth Persuading stimulate purchase or action o PLC stages Growth Maturity Reminding keep the product and name in publics mind o PLC stages maturity Promotional Mix Combination of promotion tools used to reach target market and fulfill organization s overall goals Advertising form of impersonal paid comm In which sponsor is identified micro targeted o Advantages reach large number low cost per contact o Disadvantages total cost is high national reach is expensive for small companies Public Relations Evaluate public attitudes identifies areas within organization that public may be interested in o Maintain positive image educate public about company s objectives introduce new products support sales effort generate favorable publicity Sales Promotion marketing activities other than personal selling advertising and PR that stimulate consumer buying o Free samples contests premiums trade shows Personal Selling planned presentation to one or more prospective buyers for purpose of making a sale o Traditional attempts to persuade buyer into specific point of view Win lose outcome o Relationship selling long term relationships create win coupons win Social Media promotion tools used to facilitate convos online AIDA Concept model that outlines process for achieving promotional goals in terms of stages of consumer involvement with the message Attention the advertiser must first gain the attention of the target market Interest create interest in product demonstrations videos etc Desire Create brand preference apps attributes Action Motivate them to take action Integrated Marketing Communities IMC careful coordination of all promotional messages to assure consistency of messages at every contact point where company meets the consumer o Proliferation of thousands of media choices o Fragmentation of mass market o Advertising spending in favor of promotional techniques Factors Affecting Choice of Promotional Mix Nature of Product characteristics of product itself Stages in PLC intro growth maturity decline Target Market Characteristics Types of Buying Decision o Routine advertising sales promotion o Neither Routine or Complex advertising PR o Complex personal selling print ad Available Funds Push vs Pull
View Full Document
Unlocking...