Introduction to Chapter 16 Promotional Planning for Competitive

Learning Outcomes LO 1 Discuss the role of promotion in the marketing mix LO

Learning Outcomes LO 5 Discuss the AIDA concept and its relationship to the promotional

The Role of Promotions – Communications by marketers that informs, persuades, and reminds potential

The Role of Promotion in the Marketing Mix Overall Marketing Objectives • • Marketing

Competitive Advantage High product quality Rapid delivery Low prices Excellent service Unique features Copyright

Marketing Communication As Senders As Receivers § Inform § Develop messages § Persuade §

The Impact of the Internet Web sites facilitate feedback through analytics. Social media allow

Goals of Promotion Informing PLC Stages: Stages Introduction Early Growth PLC Stages: Growth Maturity

The Promotional Mix Combination of promotion tools used to reach the target market and

Advertising Any form of impersonal (one-way) paid communication in which the sponsor or company

Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization

Personal Selling A purchase situation involving a personal, paid-for communication between two people in

Sales Promotion Marketing activities– other than personal selling, advertising, and public relations– that stimulate

The AIDA Concept (Attention, Interest, Desire, Action)- Model that outlines the process for achieving

Integrated Marketing Communications The careful coordination of all promotional messages to assure the consistency

IMC Popularity Growth • Proliferation of thousands of media choices • Fragmentation of the

Factors Affecting the Choice of Promotional Mix Nature of the product Stage in PLC

Target Market Characteristics Advertising Sales Promotion Less Personal Selling For… § Widely scattered market

Type of Buying Decision Routine Advertising Sales Promotion Neither Routine nor Complex Advertising Public

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Learning Outcomes LO 1 Discuss the role of promotion in the marketing mix LO 2 Describe the communication process LO 3 Explain the goals of promotion LO 4 Discuss the elements of the promotional mix Copyright Cengage Learning 2013 All Rights Reserved 2

Learning Outcomes LO 5 Discuss the AIDA concept and its relationship to the promotional mix LO 6 Discuss the concept of integrated marketing communications LO 7 Describe the factors that affect the promotional mix Copyright Cengage Learning 2013 All Rights Reserved 3

The Role of Promotions – Communications by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Copyright Cengage Learning 2013 All Rights Reserved 4 4

The Role of Promotion in the Marketing Mix Overall Marketing Objectives • • Marketing Mix Product Place Promotion Price Promotional Mix • • Advertising Public Relations Sales Promotion Personal Selling Target Market Copyright Cengage Learning 2013 All Rights Reserved 5

Marketing Communication As Senders As Receivers § Inform § Develop messages § Persuade § Adapt messages § Remind § Spot new communication opportunities Copyright Cengage Learning 2013 All Rights Reserved 7

Goals of Promotion Informing PLC Stages: Stages Introduction Early Growth PLC Stages: Growth Maturity Reminding Target Audience PLC Stages: Maturity Persuading 9

The Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. • Advertising • Public Relations • Sales Promotion • Personal Selling Copyright Cengage Learning 2013 All Rights Reserved 10

Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance. Copyright Cengage Learning 2013 All Rights Reserved 12

Sales Promotion Marketing activities– other than personal selling, advertising, and public relations– that stimulate consumer buying and dealer effectiveness. Online http: //www. nabiscoworld. com Copyright Cengage Learning 2013 All Rights Reserved 14

The AIDA Concept (Attention, Interest, Desire, Action)- Model that outlines the process for achieving promotional goals in terms of stages of consumer Involvement with the message. Copyright Cengage Learning 2013 All Rights Reserved 15

Integrated Marketing Communications The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer. Copyright Cengage Learning 2013 All Rights Reserved 16

IMC Popularity Growth • Proliferation of thousands of media choices • Fragmentation of the mass market • Slash of advertising spending in favor of promotional techniques that generate immediate response Copyright Cengage Learning 2013 All Rights Reserved 17

Factors Affecting the Choice of Promotional Mix Nature of the product Stage in PLC Target market factors Type of buying decision Promotion funds Push or pull strategy Copyright Cengage Learning 2013 All Rights Reserved 18

Target Market Characteristics Advertising Sales Promotion Less Personal Selling For… § Widely scattered market § Informed buyers § Brand-loyal repeat purchasers Copyright Cengage Learning 2013 All Rights Reserved 19

Type of Buying Decision Routine Advertising Sales Promotion Neither Routine nor Complex Advertising Public Relations Personal Selling Print Advertising Copyright Cengage Learning 2013 All Rights Reserved 20