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  • See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix.
  • See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix. Integrated marketing communication combines the various promotional tools to reach the consumer.
  • See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix.
  • See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix. Dear Mr. Postman… This slide highlights the steps in launching a direct-mail campaign Direct-mail is the number one form of advertising, accounting for 21.6% of all ad dollars spent Ask students to discuss the following: Why is direct-mail so popular as a form of advertising? ( Answers may vary but students should understand that the cost of direct-mail and the ability to target specific demographic groups make direct-mail a popular choice.) Once students have discussed the benefits of direct-mail ask them about the drawbacks of this form of advertising. ( The main drawback to this form of advertising is that people will look at each mailer as just more junk and throw it in the trash can. )
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet. Advertising is different from public relations, since advertising is paid and public relations is free.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet. If time permits, ask students to bring magazines and newspapers with examples of the above advertising categories.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet. Before showing this slide ask students to guess the top five forms of direct advertising.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet. Culturally sensitive advertising is key to successful international marketing.
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. Selling is about more than trying to convince someone to buy a product; it is about listening to the needs of the customer.
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. A key to B2B selling is qualifying customers, so that time is not wasted on customers who do not have a need.
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes.
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. Buy This! There are several strategies for selling that have been proven to work. Some of those are listed on this slide. Ask students to get into small groups or turn to a neighbor and discuss why they think these strategies work. Have students think about which of these strategies they think are the most successful (rank order) and support their answers. Ask students: Was it easy to rank order these? Do you think some are more effective than others? Why?
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. Whoops! There are several mistakes people make when trying to make the sale. Those are listed on this slide. Ask students if they have ever decided not to purchase something because of a sales person. What made them not want to buy from that particular person? Remind students that being in sales is more than just a job. Sales people often work long hard hours, but the payoff can be great.
  • See Learning Goal 4: Describe the role of the public relations department, and show how publicity fits in that role.
  • See Learning Goal 4: Describe the role of the public relations department, and show how publicity fits in that role.
  • See Learning Goal 4: Describe the role of the public relations department, and show how publicity fits in that role.
  • See Learning Goal 5: Assess the effectiveness of various forms of sales promotion, including sampling.
  • See Learning Goal 5: Assess the effectiveness of various forms of sales promotion, including sampling. Promotion needs to tie into the overall marketing strategy of the product being sold.
  • See Learning Goal 5: Assess the effectiveness of various forms of sales promotion, including sampling. According to marketing consultant Jay Conrad Levinson, authentic advertising is like word-of-mouth which is often the most powerful form of promotion.
  • See Learning Goal 6: Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work.
  • See Learning Goal 6: Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work. Twitter, blogging, and podcasting are rapidly changing how products are promoted.
  • See Learning Goal 6: Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work.

Chap016 Chap016 Presentation Transcript

  • * * Chapter Sixteen Using Effective Promotions Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
  • PROMOTION in an ORGANIZATION * * Promotion and the Promotion Mix
    • Promotion Mix -- The combination of promotional tools an organization uses; the traditional mix includes:
    LG1 16-
  • INTEGRATED MARKETING COMMUNICATION (IMC) * * Promotion and the Promotion Mix
    • Integrated Marketing Communication (IMC) -- Combines the promotional tools into one comprehensive strategy. IMC is used to:
      • Create a positive brand image.
      • Meet the needs of consumers.
      • Meet the strategic marketing and promotional goals of the firm.
    LG1 16-
  • STEPS in a PROMOTIONAL CAMPAIGN * * Promotion and the Promotion Mix
    • Identify a target market
    • Define objectives
    • Determine a promotional budget
    • Develop a unifying message
    • Implement the plan
    • Evaluate the plan
    LG1 16-
  • DEAR MR. POSTMAN… Steps in Launching a Direct-Mail Campaign * *
    • Plan: What should your mailing accomplish?
    • Get the Right List: The better the list, the better your chance of success.
    LG1 Promotion and the Promotion Mix
    • Stand Out: Make your ad like no other.
    • Get Help: Contact a marketing firm with direct mail experience.
    • Follow Up: One mailing is not enough.
    16-
  • ADVERTISING in the FIRM * * Advertising: Informing, Persuading and Reminding
      • Advertising -- Paid, non-personal communication through various media by organizations and individuals who are in some way indentified in the message.
      • Major goals of advertising:
        • Inform
        • Persuade
        • Remind
    LG2 16-
  • IMPACT of ADVERTISING * * Advertising: Informing, Persuading and Reminding
      • Total advertising expenditures exceed $294 billion yearly.
      • Consumers benefit because production costs of TV programs, radio programs, newspapers and magazines are paid for by advertisers.
      • Marketers choose ad media that will reach the target market.
    LG2 16-
  • MAJOR CATEGORIES of ADVERTISING c * * LG2 Advertising: Informing, Persuading and Reminding 16- Category What it is Retail From retail stores to consumers Trade From manufacturers to wholesalers and retailers B2B From manufacturers to other manufacturers Institutional Creates a desirable image for an organization Product Creates a desirable image for a product or service
  • MAJOR CATEGORIES of ADVERTISING (Continued) * * LG2 Advertising: Informing, Persuading and Reminding 16- Category What it is Advocacy Supports a particular view of an issue Comparative Compares competing products Interactive Customer-oriented ads that allows customers to choose information to receive Online Computer ads featured on different sites Mobile Ads that reach consumers on cell phones
  • ADVERTISING EXPENDITURE by MEDIA in $ MILLIONS * * Advertising: Informing, Persuading and Reminding LG2 16- Rank Media Projected 2008 Spending % of Total Ad Spending 1 Direct Mail $63,732 21.6 2 Broadcast TV 48,300 16.4 3 Newspaper 42,147 14.3 4 Cable TV 21,718 7.4 5 Radio 18,635 6.3 6 Yellow Pages 14,705 5.0 7 Consumer Magazine 14,106 4.8 8 Internet 12,722 4.3 Other 58,311 19.8 Total 294,376 100.0
  • POPULAR ADVERTISING MEDIA * * Television Advertising
      • TV advertising is still the dominant media.
      • Digital Video Recorders (DVRs) challenge TV advertising because viewers can skip them.
      • Product Placement -- Advertisers pay to put their products into TV shows and movies where the audience will see them.
    LG2 16-
  • INFOMERCIALS and ONLINE ADVERTISING * * Infomercials and Online Advertising
      • Infomercial -- A full length TV program devoted exclusively to promote a particular product .
      • Online ads are attempts to get potential customers to a website to learn about a product.
    LG2
      • Interactive Promotion -- Allows marketers to open a dialogue between buyers and sellers and let them work together to create a beneficial exchange.
    16-
  • GLOBAL ADVERTISING * * Global Advertising
      • Requires marketers to develop a single product and promotional strategy to implement worldwide.
      • Problems can arise in global markets with using one advertising campaign in all countries - especially bad translations.
    LG2 16-
  • PERSONAL SELLING * * Personal Selling: Providing Personal Attention
      • Personal Selling -- The face-to-face presentation and promotion of a product, including the salesperson’s search for new prospects and follow-up service.
    LG3
      • Salespeople need to listen to customer needs, help reach a solution and do everything possible to make the transaction as simple as possible.
    16-
  • PROSPECTING and QUALIFYING in B2B SELLING * * Steps in the Selling Process
      • Prospecting -- Researching potential buyers and choosing those most likely to buy.
    LG3
      • Qualifying -- Making sure customers have a need for a product, the authority to buy and the willingness to listen to a sales message.
      • Prospect -- A customer who meets the qualifying criteria.
    16-
  • STEPS in the B2B SELLING PROCESS * * Steps in the Selling Process
      • Pre-approach
      • Approach
      • Make a presentation
      • Answer objections
      • Close the sale
        • Trial Close -- A statement or question that moves the process toward the purchase.
      • Follow up
    LG3 16-
  • BUY THIS! Successful Selling Strategies * *
    • Know your competition
    • Understand your customer’s business
    • Differentiate your product or service
    • Sell to the people most likely to buy
    • Build relationships
    • Put the right people in the right selling spots
    LG3 Steps in the Selling Process 16-
  • WHOOPS! Sales Slip-Ups * *
    • Not feeling the customer’s pain
    • Making money is the only goal
    • Seeing sales as just a job
    • Getting upset during the presentation
    • Failing to properly prepare or over-preparing
    • Not being yourself
    • Neglecting the relationship
    LG3 Steps in the Selling Process Source: Fortune Magazine. 16-
  • USING PUBLIC RELATIONS in PROMOTION * * Public Relations: Building Relationships
      • Public Relations (PR) -- Evaluates public attitudes, changes policies and procedures in response to the public, and executes a program of action and information to earn public understanding and acceptance.
      • 3 steps of a good PR program:
        • Listen to the public
        • Change policies and procedures
        • Inform people you’re responsive to their needs
    LG4 16-
  • PUBLICITY * * Publicity: The Talking Arm of PR
      • Publicity -- Any information about an individual, product or organization that’s distributed to the public through the media and is not paid for or controlled by the seller.
      • Advantages of Publicity:
        • Free
        • Reaches people who would not look at an advertisement
        • More believable than advertising
    LG4 16-
  • DISADVANTAGES of PUBLICITY * * Publicity: The Talking Arm of PR
      • No control over whether the media will use a story or when they may release it.
      • It can be good or bad.
      • Once a story has been run, it isn’t likely to run again.
    LG4 16-
  • SALES PROMOTIONS * *
      • Sales Promotion -- The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.
    LG5 Sales Promotion: Giving Buyers Incentives
      • Categories of Sales Promotions:
        • B2B Sales Promotions
        • Consumer Sales Promotions
    16-
  • SOME KEY CONSUMER PROMOTIONS * *
      • Coupons
      • Demonstrations
      • Sampling
      • Sweepstakes
      • In-store Displays
      • Contests
    LG5 Sales Promotion: Giving Buyers Incentives 16-
  • USING WORD-of-MOUTH PROMOTION * * Word of Mouth and Other Promotional Tools
      • Word-of-Mouth Promotion -- People tell others about products they have purchased.
      • Word-of-Mouth is important for products like:
        • Restaurants
        • Daycare and Eldercare
        • Car Repair Shops
        • Hair Stylists
        • Hotels
    LG6 16-
  • EMERGING PROMOTIONAL TOOLS * * Viral Marketing
      • Viral Marketing -- Paying customers to say positive things on the Internet or setting up multiple selling schemes whereby consumers get commissions.
      • People who promote through viral marketing often receive SWAG which can include free tickets, shirts, and other merchandise.
    LG6 16-
  • BLOGS, PODCASTS, and E-MAILS * * Blogging, Podcasting and E-mail Promotions
      • Blog -- Short for web log; an online diary that looks like a webpage but is easier to create and update by posting text, photos, videos, or links.
      • Podcasting -- A way to distribute audio and video programs via the Internet.
      • Email promotions increase brand awareness among commercial suppliers.
    LG6 16-
  • PUSH, PULL, AND PICK PROMOTIONAL STRATEGIES * * Managing the Promotion Mix: Putting it All Together
      • Push Strategy -- Producers use advertising, personal selling, sales promotion, and other tools to get their products stocked on shelves.
      • Pull Strategy -- Directs heavy advertising and sales promotions efforts towards consumers and gets the public to request their products from retailers.
      • Pick Strategy -- Refers to consumers who pick out their products from online outlets.
    LG6 16-