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Similar to Here are concise answers to the questions:1. Two major types of advertising are product advertising, which promotes specific goods/services, and institutional advertising, which enhances a company's image. 2. Five sales promotion tools are coupons, rebates, premiums, contests/sweepstakes, and sampling.3. The AIDA concept outlines the stages of consumer involvement - Attention, Interest, Desire, Action. It models the process of achieving promotional goals
Similar to Here are concise answers to the questions:1. Two major types of advertising are product advertising, which promotes specific goods/services, and institutional advertising, which enhances a company's image. 2. Five sales promotion tools are coupons, rebates, premiums, contests/sweepstakes, and sampling.3. The AIDA concept outlines the stages of consumer involvement - Attention, Interest, Desire, Action. It models the process of achieving promotional goals (20)
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Here are concise answers to the questions:1. Two major types of advertising are product advertising, which promotes specific goods/services, and institutional advertising, which enhances a company's image. 2. Five sales promotion tools are coupons, rebates, premiums, contests/sweepstakes, and sampling.3. The AIDA concept outlines the stages of consumer involvement - Attention, Interest, Desire, Action. It models the process of achieving promotional goals
- 1. CHAPTER 9 PROMOTIONAL MIX DR. MUHAMMAD FAIZAL SAMAT FACULTY OF BUSINESS MANAGEMENT
- 2. Learning Objectives • The promotion mix - Definition of promotion - Definition and elements of promotional mix • The goals of promotion • The AIDA concept • Definition and major types of advertising - Media decisions in advertising • Definition and consumer sales promotional tools • Definition, functions of public relations and tools • Definition of personal selling
- 3. Promotion ??? Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
- 4. Promotional strategy Promotional Strategy A plan for the optimal use of the elements of promotion: Advertising Public Relations Sales Promotion Personal Selling Competitive Advantage
- 5. The role of promotion in the marketing mix Overall Marketing Objectives Marketing Mix • Product • Place • Promotion • Price Target Market Promotional Mix • Advertising • Public Relations • Sales Promotion • Personal Selling Promotion Plan
- 7. The promotional mix 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
- 9. The goals of promotion Informing Reminding Persuading Target Audience PLC Stages: Introduction Early Growth PLC Stages: Growth Maturity PLC Stages: Maturity
- 10. Goal of promotion: informing Increase awareness Explain how product works Suggest new uses Build company image Informative Promotion
- 11. Goal of promotion: persuading Persuasive Promotion Encourage brand switching Change customers’ perceptions of product attributes Influence immediate buying decision Persuade customers to call
- 12. Goal of promotion: reminding Reminder Promotion Remind customers that product may be needed Remind customers where to buy product Maintain customer awareness
- 13. The AIDA concept AIDA Concept Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
- 14. The AIDA concept Action Desire Interest Attention Cognitive (thinking) Affective (feeling) Conative (doing)
- 16. Definition of Advertising Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
- 17. Major types of advertising Institutional Advertising Enhances a company’s image rather than promotes a particular product. Product Advertising Touts the benefits of a specific good or service.
- 19. Media decisions in advertising Newspapers Magazines Yellow Pages Internet Radio Television Outdoor Media Direct Mail Trade Exhibits Cooperative Advertising Brochures Coupons Catalogs Special Events Monitored Media Unmonitored Media
- 20. Definition & Consumer sales promotional tools Sales Promotion Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase.
- 21. Coupons and Rebates Premiums Loyalty Marketing Programs Contests & Sweepstakes Sampling Point-of-Purchase Promotion Frequent Buyer Programs Online sales Promotion
- 22. Coupon Rebate Premium A certificate that entitles consumers to an immediate price reduction. A cash refund given for the purchase of a product during a specific period. An extra item offered to the consumer, usually in exchange for some proof of purchase.
- 23. Loyalty Marketing Program A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers. Frequent Buyer Program A loyalty program in which loyal consumers are rewarded for making multiple purchases.
- 24. Contests Promotions that require skill or ability to compete for prizes. Sweepstakes Promotions that depend on chance or luck, with free participation.
- 25. Sampling A promotional program that allows the consumer the opportunity to try a product or service for free. Direct mail Door-to-door delivery Packaging with another product Retail store demonstration Methods of Sampling
- 26. Point-of-Purchase (POP) Set up at the retailer’s location to build traffic, advertise the product, Or include impulse buying Online sale promotion Sales promotion through online Most effective types: 1. Free merchandise 2. Sweepstakes 3. Free shipping 4. Coupons
- 27. Definition & functions of public relations Public Relations The element in the promotional mix that: evaluates public attitudes identifies issues of public concern executes programs to gain public acceptance
- 28. Press relations Product publicity Corporate communication Public affairs Lobbying Employee and investor relations Crisis management
- 29. Tools of public relations Product placement Consumer education Event sponsorship Issue sponsorship Internet Web sites New product publicity
- 30. Definition of Personal selling Personal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale.
- 31. Customers are concentrated. Product is technically complex. There are few customers. Product is custom made. Product has a high value. Customers are geographically dispersed. Product is simple to understand. There are many customers. Product is standardized. Product has a low value. Personal Selling is more important if... Advertising & Sales Promotion are more important if...
- 32. Personal Selling Advantages Detailed explanation or demonstration Variable sales message Directed to qualified prospects Controllable adjustable selling costs More effective than other promotion in obtaining sale and gaining customer satisfaction
- 33. • Name and briefly define two (2) major types of advertising. (5m) • State any five (5) sales promotional tools used by marketers to persuade consumer to purchase a firm’s products or services. (15m) • Explain what the purpose of AIDA concept is and what the AIDA concept stand for is. (10m)