This chapter discusses marketing communications and the promotional mix. It defines promotion and its role in the marketing mix. The communication process is described, including the sender, message, channel, receiver, feedback, and factors that can interfere. The goals of promotion are to inform, persuade, and remind. The promotional mix includes advertising, public relations, personal selling, sales promotion and social media. The AIDA model outlines the stages of gaining consumer attention, interest, desire and action. Integrated marketing communications coordinates all promotional messages. Factors like the product, its life cycle stage, target market and available funds influence the optimal promotional mix.
This document discusses five key decisions in developing an advertising program: mission, budget, message, media, and measurement. It outlines objectives like informative, remind, and reinforcement advertising. Budget factors include market share, product life cycle stage, competition, and substitutability. Effective messages have a big idea that connects rationally and emotionally. Media selection considers reach, frequency, and impact. Measurement evaluates communication and sales effects. Sales promotion and trade promotion tools are also discussed. Guidelines for brand building events include targeting markets, increasing brand salience, reinforcing images, promotional opportunities, enhancing corporate image, creating experiences, and expressing social commitment.
Designing and Managing Integrated Marketing CommunicationsChoudhry Asad
This document provides an overview of integrated marketing communications. It discusses key concepts such as the marketing communications mix, communications process models, developing effective communications, and managing an integrated approach. The main points covered are:
1) The marketing communications mix consists of eight major modes of communication, including advertising, sales promotion, public relations, direct marketing, and personal selling.
2) There are macro and micro models of the communications process that marketers should understand to develop effective communications.
3) Developing communications involves identifying the target audience, setting objectives, designing messages, selecting channels, and establishing a budget.
4) Firms must decide how to allocate their marketing budget across the various communication channels and tools.
This document outlines chapters from a marketing management textbook focused on mass communications. It discusses developing advertising programs through the five Ms of mission, money, message, media and measurement. It also covers sales promotions, events, public relations and legal/ethical considerations. Specific topics include setting advertising objectives, deciding budgets, developing campaigns, different media channels, and ensuring social responsibility in Asian cultural contexts.
explains step 3 in advertising campaign management which is developing a advertising strategy & how to create a creative brief and an in-depth explanation of the 5 factors that make up the creative brief.
Introduction to Integrated Marketing CommunicationAcademic EDGE
This document provides an overview of integrated marketing communications (IMC) tools, including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. For each tool, the document discusses advantages and disadvantages. It also outlines the key components of developing an IMC program, including situation analysis, objectives, strategy, implementation, and evaluation. The goal of IMC is to coordinate promotional mix elements to create an effective marketing communications strategy.
The document discusses various aspects of marketing communications and advertising. It defines the communications mix as involving all tools used to communicate with customers, including advertising, social media, packaging, direct marketing, websites, and events. It notes that successful campaigns use all elements of the communications mix in an integrated, multi-channel approach. The document then distinguishes the communications mix from the marketing mix and outlines different types of advertising appeals and sales promotion tools.
Integrated marketing communication (IMC) is an approach where different communication modes such as advertising, sales promotion, public relations, direct marketing, and social media work together to create a seamless customer experience and present a consistent brand message. The goal of IMC is to make all aspects of marketing communication function as a unified force rather than in isolation to maximize their effectiveness. IMC enables all aspects of the marketing mix to work in harmony to effectively promote products and services to end-users.
This document discusses five key decisions in developing an advertising program: mission, budget, message, media, and measurement. It outlines objectives like informative, remind, and reinforcement advertising. Budget factors include market share, product life cycle stage, competition, and substitutability. Effective messages have a big idea that connects rationally and emotionally. Media selection considers reach, frequency, and impact. Measurement evaluates communication and sales effects. Sales promotion and trade promotion tools are also discussed. Guidelines for brand building events include targeting markets, increasing brand salience, reinforcing images, promotional opportunities, enhancing corporate image, creating experiences, and expressing social commitment.
Designing and Managing Integrated Marketing CommunicationsChoudhry Asad
This document provides an overview of integrated marketing communications. It discusses key concepts such as the marketing communications mix, communications process models, developing effective communications, and managing an integrated approach. The main points covered are:
1) The marketing communications mix consists of eight major modes of communication, including advertising, sales promotion, public relations, direct marketing, and personal selling.
2) There are macro and micro models of the communications process that marketers should understand to develop effective communications.
3) Developing communications involves identifying the target audience, setting objectives, designing messages, selecting channels, and establishing a budget.
4) Firms must decide how to allocate their marketing budget across the various communication channels and tools.
This document outlines chapters from a marketing management textbook focused on mass communications. It discusses developing advertising programs through the five Ms of mission, money, message, media and measurement. It also covers sales promotions, events, public relations and legal/ethical considerations. Specific topics include setting advertising objectives, deciding budgets, developing campaigns, different media channels, and ensuring social responsibility in Asian cultural contexts.
explains step 3 in advertising campaign management which is developing a advertising strategy & how to create a creative brief and an in-depth explanation of the 5 factors that make up the creative brief.
Introduction to Integrated Marketing CommunicationAcademic EDGE
This document provides an overview of integrated marketing communications (IMC) tools, including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. For each tool, the document discusses advantages and disadvantages. It also outlines the key components of developing an IMC program, including situation analysis, objectives, strategy, implementation, and evaluation. The goal of IMC is to coordinate promotional mix elements to create an effective marketing communications strategy.
The document discusses various aspects of marketing communications and advertising. It defines the communications mix as involving all tools used to communicate with customers, including advertising, social media, packaging, direct marketing, websites, and events. It notes that successful campaigns use all elements of the communications mix in an integrated, multi-channel approach. The document then distinguishes the communications mix from the marketing mix and outlines different types of advertising appeals and sales promotion tools.
Integrated marketing communication (IMC) is an approach where different communication modes such as advertising, sales promotion, public relations, direct marketing, and social media work together to create a seamless customer experience and present a consistent brand message. The goal of IMC is to make all aspects of marketing communication function as a unified force rather than in isolation to maximize their effectiveness. IMC enables all aspects of the marketing mix to work in harmony to effectively promote products and services to end-users.
This document outlines chapter 19 of the textbook "Marketing Management: An Asian Perspective, 6th Edition". The chapter discusses personal communications in marketing, including direct marketing and personal selling. It covers topics such as direct mail, catalog marketing, telemarketing, interactive marketing, and issues around personal data privacy. It also provides examples of direct marketing practices in Asia and how companies have adapted techniques to local cultures and business environments.
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
This document provides an overview of integrated marketing communications (IMC) and the promotional mix. It discusses the growth of advertising and promotion across different media formats. IMC is defined as coordinating various promotional elements to communicate with customers in a consistent, unified way. The promotional mix refers to the tools used in IMC, including advertising, direct marketing, digital/internet marketing, sales promotion, publicity, public relations, and personal selling. The document provides examples and discusses the role and benefits of each promotional tool.
The document discusses promotion and integrated marketing communications. It defines promotion as how marketers communicate with existing and prospective customers. The key promotional tools are advertising, personal selling, sales promotion, public relations, and direct marketing. An effective communication strategy involves identifying the target market, determining communication objectives, designing messages, choosing media, and collecting feedback. Promotion mix strategies can be push strategies that push products through channels or pull strategies that create consumer demand and pull products through channels. Factors like product type, buyer readiness, and product lifecycle influence the promotion mix design.
The document provides an overview of integrated marketing communications (IMC). It defines IMC as a planning concept that evaluates various communication disciplines and combines them to provide clarity, consistency and maximum impact. The document discusses two key ideas in IMC - one-voice marketing communications and integrated communications. It also outlines various IMC tools including advertising, direct marketing, interactive marketing, sales promotion, publicity/PR and personal selling. The document concludes by discussing promotional management and models that help conceptualize the buying process.
Integrated marketing communications (IMC) coordinates various promotional tools from the perspective of the customer. During the 1980s, companies began strategically integrating tools like advertising, direct marketing, sales promotions, public relations, and personal selling. The growth of IMC was driven by factors like shifts in power from manufacturers to retailers and the rise of the internet. IMC allows for better synergy between promotional functions while avoiding duplication to maximize return on investment. It manages the promotional mix of various communication tools.
Integrated marketing communications (IMC) coordinates various promotional tools from the perspective of the customer. During the 1980s, companies began strategically integrating tools like advertising, direct marketing, sales promotions, public relations, and personal selling. The growth of IMC was driven by factors like shifts in power from manufacturers to retailers and the rise of the internet. IMC allows for better synergy between promotional functions while avoiding duplication to maximize return on investment. It manages the promotional mix of various communication tools.
This document outlines key concepts from a chapter on marketing communications and integrated marketing. It discusses the role of integrated marketing communications in informing and persuading consumers. It also covers various communication models and the steps to developing an effective communications strategy, including identifying the target audience, determining objectives, designing communications, selecting channels, and establishing a budget. The goal is to increase the likelihood that consumers progress through stages from awareness to purchase.
Chapter 9 Identifying Market Segments and TargetsPeleZain
- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
- Sales promotion consists of mostly short-term incentive tools designed to stimulate quicker or greater purchase of particular products.
- Events and experiences are a means for companies to become part of special moments in consumers' lives to broaden relationships, but must be properly managed.
- Public relations includes programs to promote or protect a company's image through publications, events, news, community affairs and more at a lower cost than advertising.
The document discusses various promotional strategies used in industrial marketing. It covers determining communication objectives, identifying target audiences, developing message strategies, selecting promotional media, setting budgets, evaluating effectiveness, and integrating promotional programs. The major promotional tools for industrial markets are personal selling, advertising, sales promotion, publicity/PR, and direct marketing. Advertising helps create awareness, reach buying centers, and support sales. Sales promotion gathers leads and rewards customers. Publicity/PR builds community relations while direct marketing uses mail, telemarketing and online channels.
This document discusses various aspects of promotion including definitions, objectives, tools, and methods. It defines promotion as activities that communicate the benefits of a product or service to customers and generate sales. The key tools of promotion discussed are advertising, personal selling, sales promotion, direct marketing, publicity, and public relations. Both conventional methods like brochures and unconventional methods like emotional branding are covered. The document also outlines some advantages and disadvantages of promotions, particularly sales promotions which can increase price sensitivity and forward buying from dealers.
The document discusses promotion mix and advertising. It defines promotion as communicating with consumers about a product's price, availability, and other attributes to influence purchase decisions. The promotion mix includes advertising, sales promotions, public relations, personal selling, and direct marketing. Advertising involves paid, non-personal communication to spread information about a product to potential customers. The objectives of advertising are to create demand, prepare for new products, face competition, and create or enhance goodwill. Types of advertising discussed include print, broadcast, outdoor, covert, and public service advertising. The advertising budget is the amount allocated for advertising activities.
This document contains slides from a marketing management class about communicating value and developing an integrated marketing communications strategy. It discusses the key elements of an IMC strategy, including identifying target audiences, determining objectives, designing communications, selecting channels, establishing budgets, deciding on media mix, measuring results and managing the integrated process. The slides provide definitions and examples of different marketing communications tools like advertising, sales promotion, PR, direct marketing and personal selling.
How to elegantly map digital channels to customer funnelSeema Gupta
1) Integrated Marketing Communications (IMC) coordinates marketing messages across channels to inform, persuade, and remind consumers about products and brands.
2) The communication integration model evaluates coverage, cost, coaction, and congruity of marketing channels. Coverage maximizes reach while avoiding overlap. Cost minimizes promotional expenses. Coaction uses sequential channels that complement each other. Congruity ensures consistent messaging across channels.
3) The AIDA model shows consumer progression from awareness to action. Digital marketing effectively creates awareness through social media ads, SMS, and email. Interest develops from aware consumers evaluating options. Desire forms from input and preference. Action occurs when consumers purchase conveniently online or in-store.
This document provides an overview of marketing communication and promotion. It covers key topics such as:
1) Definitions of promotional strategy and the promotional mix.
2) The roles of promotion in achieving overall marketing objectives and providing a competitive advantage.
3) Components of the promotional mix including advertising, public relations, sales promotion, and personal selling.
4) The marketing communication process and how messages are encoded, transmitted through channels, and decoded by receivers.
5) Goals of promotion including informing, persuading, and reminding target audiences.
6) The AIDA model of gaining consumer attention, interest, desire, and action.
7) Factors that affect promotional mix decisions
This document provides an overview of marketing concepts including the evolution of marketing, the marketing mix, market segmentation, and various promotional strategies. It discusses how marketing has shifted from a production focus to being more customer-oriented over time. The key elements of the marketing mix are identified as product, price, place, and promotion. Various promotional tools like advertising, personal selling, public relations, and sales promotions are also summarized.
This document provides an overview of integrated marketing communications (IMC). It defines IMC as using various forms of communication strategically to maximize brand awareness in the shortest time possible. The various forms of communication discussed are advertising, sales promotion, personal selling, direct marketing, and public relations. The document emphasizes that IMC considers all forms of communication and designs an integrated strategy to promote a brand or product using multiple communication channels.
1) Students in grades 6-8 participated in rigorous revision activities like tests, quizzes, and worksheets to prepare for upcoming final exams.
2) Revision helps students strengthen their understanding of concepts and gain confidence for the exams. Teachers ensure all student doubts are addressed.
3) A variety of co-curricular and extra-curricular activities were also held, including assemblies, sports activities, and awards ceremonies.
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This document outlines chapter 19 of the textbook "Marketing Management: An Asian Perspective, 6th Edition". The chapter discusses personal communications in marketing, including direct marketing and personal selling. It covers topics such as direct mail, catalog marketing, telemarketing, interactive marketing, and issues around personal data privacy. It also provides examples of direct marketing practices in Asia and how companies have adapted techniques to local cultures and business environments.
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
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Integrated marketing communications (IMC) coordinates various promotional tools from the perspective of the customer. During the 1980s, companies began strategically integrating tools like advertising, direct marketing, sales promotions, public relations, and personal selling. The growth of IMC was driven by factors like shifts in power from manufacturers to retailers and the rise of the internet. IMC allows for better synergy between promotional functions while avoiding duplication to maximize return on investment. It manages the promotional mix of various communication tools.
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- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
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Cleades Robinson, a respected leader in Philadelphia's police force, is known for his diplomatic and tactful approach, fostering a strong community rapport.
Few goods or services, no matter how well developed, priced, or distributed, can survive in the marketplace without effective 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
Promotional strategy: a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media
Competitive advantage: one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitor
The marketing manager determines the goals of the company's promotional strategy in light of the firm’s overall goals for the marketing mix.
Using the overall goals, marketers combine the elements of the promotional strategy into a coordinated plan.
The promotional plan becomes an integral part of the marketing strategy for reaching the target market.
The main function of promotional strategy is to convince target customers that the goods and services offered provide a competitive advantage over the competition.
Promotional strategy is closely related to the process of communication. As humans, we assign meaning to feelings, ideas, facts, attitudes, and emotions.
Communication: the process by which we exchange or share meaning through a common set of symbols
Examples of mass medium—Television or newspapers.
When a company advertises, it does not know the consumers personally. The company cannot respond immediately to reactions to its messages.
Any clutter from competitors’ messages or other distractions can reduce the effectiveness of the mass-communication effort.
Two major categories of communication:
Interpersonal communication: direct, face-to-face communication between two or more people
A salesperson speaking to a customer
Mass communication: the communication of a concept or message to a large audience through a mass medium
Marketers are both senders and receivers of messages.
Most marketing communication is a two-way process
Sender: the originator of the message in the communication process
For an advertisement, press release, or social media campaign, the company or organization is the sender
Encoding: the conversion of the sender’s ideas and thoughts into a message, usually in the form of words or signs
What the source says is not what matters, but what the receiver hears
Channel: a medium of communication—such as a voice, radio, or newspaper—for transmitting a message
Reception occurs when the message is detected by the receiver and enters their frame of reference
Noise: anything that interferes with, distorts, or slows down the transmission of information
Receiver: the person who decode the message
There can be multiple receivers
Decoding: interpretation of the language and symbols sent by the source through a channel
Common understanding between communicators, or a common frame of reference, is required for effective communication
Even though a message is received, it may not be properly decoded because of selective exposure, distortion, and retention
People manipulate messages to reflect their own biases, needs, experiences, and knowledge
Differences in age, social class, education, culture, and ethnicity can lead to miscommunication
Bright colors and bold graphics can increase consumers’ comprehension
Feedback: the receiver’s response to a message
Feedback may be verbal, as in saying “I agree” or “I do not like this new product”
Mass communicators are often cut off from direct feedback
Social media and the Internet have impacted the communication model in two major ways:
Consumers are now able to become senders
The communication model shows the feedback channel as primarily impersonal and numbers driven
Promotion can perform one or more of four tasks:
Informing: seeks to convert and existing need into a want or to stimulate interest in a new product
Persuading: stimulate a purchase or an action
Reminding: keep the product and brand name in the public’s mind
Connecting: form relationships with customers
Often a marketer will try to accomplish two or more of these tasks at the same time.
Tools for connection include social networks, social games, social publishing tools, and social commerce.
Promotional mix: the combination of promotional tools—including advertising, public relations, personal selling, sales promotion, and social media—used to reach the target market and fulfill the organization’s overall goals
The proper promotional mix is the one that management believes will meet the needs of the target market and fulfill the organization’s overall goals
Advertising: Impersonal, one-way mass communication about a product or organization that is paid for by a marketer
Marketer’s budgets are shifting more towards digital media
Advertising is beneficial because it allows marketers to communicate to a large number of people at one time, so cost per contact is low
Public relations: the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance
Helps an organization communicate with its customers, suppliers, stockholders, government officials, employees, and the community in which it operates
Maintain a positive image and educate public
Publicity: public information about a company, product, service, or issue appearing in the mass media as a news item
Publicity: public information about a company, product, service, or issue appearing in the mass media as a news item
Sales promotion: marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness
Short-run tool used to stimulate immediate increases in demand
Marketers may use sales promotion to improve the effectiveness of other ingredients in the promotional mix
Personal selling: a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other
Whether it is face-to-face or over the phone, personal selling attempts to persuade the buyer to accept a point of view
Relationship develops between buyer and salesperson is important
Content marketing and social media
Content created by brands is usually distributed through social media
Social media helps to facilitate conversations and other interactions among people online
The Internet has changed how businesses promote their brands
As a result of the impact of social media as well as new platforms, tools, and ideas, promotional tactics can be categorized according to media types
Types of media:
Paid media: a category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space
TV, magazine, outdoor, radio, or newspaper advertising
Also, display advertising on website and pay-per-click advertising on search engines
Earned media: a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services
Word of mouth, electronic word of mouth, search engine optimization
Owned media: a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands’ value to customers
Company websites, Facebook page, blog, YouTube channels, Twitter, etc.
As a result of the impact of social media as well as the proliferation of new platforms, tools, and ideas, promotional tactics can also be categorized according to media type—paid, earned, or owned.
Paid media: Based on the traditional ad model, whereby a brand pays for media space
Earned media: Based on a public relations or publicity model that gets customers talking about the brand
Owned media: Based on brands becoming publishers of their own content in order to maximize the brand's value to customers
Characteristics among the promotional mix elements with respect to mode of communication. The message, identification of the sender, speed in reaching large audiences, and message flexibility.
The promotional mix are indirect and impersonal when used to communicate with a target market, providing only one direction of message flow
Social media are also considered two-way communication, though not quite as immediate as personal selling.
The goal of any promotion is to get someone to buy a good or service or take some action.
A classic model for reaching promotional goals is called the AIDA concept.
AIDA concept: a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action
The AIDA concept assumes that promotion propels consumers along the four steps in the purchase-decision process:
Attention: The advertiser must first gain the attention of the target market
Interest: Create interest in the product
Desire: Show how product features will satisfy customer needs
Action: A special offer or strong closing sales pitch may drive the consumer to purchase the product
Salespeople are more effective at creating customer interest for merchandise or a service and at creating desire
Public relations’ greatest impact is as a method of gaining attention for a company, good, or service
Sales promotion’s greatest strength is in creating strong desire and purchase intent
Social media are a strong way to gain attention and interest in a brand, particularly if content goes viral
The relationship between the promotional mix and the AIDA model.
That although advertising does have an impact in the later stages, it is most useful in gaining attention for goods or services.
By contrast, personal selling reaches fewer people at first. Salespeople are more effective at creating customer interest for merchandise or a service and at creating desire.
Marketers determine what roles each aspect of the promotional mix will play in the marketing mix. This includes the timing of promotions and examining campaign results. These activities are generally coordinated by the marketing communications director.
IMC is the careful coordination of all promotional messages—traditional advertising, direct marketing, social media, interactive, public relations, sales promotion, personal selling, event marketing, and other communications—for a product or service to assure the consistency of messages at every contact point where a company meets the consumer.
Following the concept of IMC, marketing managers carefully work out the roles that various promotional elements will play in the marketing mix.
Promotional mixes vary a great deal from one product and one industry to the next.
Advertising and personal selling are used to promote goods and services, supported and supplemented by sales promotion. Public relations help develop a positive image for the product line and the organization.
A firm may choose not to use all five promotional elements, or it may choose to use them in varying degrees.
Characteristics of the product itself can influence the promotional mix.
A product can be classified as either a business product or a consumer product
Business products:
Often custom-tailored to the buyer’s specifications
Often not suited to mass promotion
Producers rely more heavily on personal selling
Consumer products:
Generally are not custom-made
Do not require the selling efforts of a company representative
Consumer goods are promoted mainly through advertising to create familiarity
The costs and risks associated with a product influence the promotional mix
As costs or risks of buying and using a product increase, personal selling becomes more important
In the introduction stage, the basic goal of promotion is to inform the target audience of product availability. Advertising and public relations inform the target audience, while sales promotion encourages early trial. Personal selling gets retailers to carry the product.
During the growth stage, advertising and public relations continue to be important although sales promotion can be reduced because customers need fewer incentives to purchase. The promotional strategy is to emphasize the product’s differential competitive advantage. Persuasive promotion is used to build and maintain brand loyalty. By this stage, personal selling has succeeded in obtaining adequate distribution for the product.
In the maturity stage, competition becomes fiercer, and persuasive and reminder advertising are more strongly emphasized. Sales promotion comes back into focus to try to increase market share.
As the product enters the decline stage, all promotion, especially advertising, is reduced. Nevertheless, personal selling and sales promotion efforts may be maintained, particularly at the retail level.
More advertising and sales promotion and less personal selling are required for a target market characterized by:
Widely scattered potential customers
Highly informed buyers
Brand loyal repeat purchases
For routine consumer decisions, the most effective promotion calls attention to the brand
Advertising and sales promotion are the most productive promotion tools
Complex consumer decisions rely on large amounts of information to help them reach a purchase decision
Personal selling is effective in helping these consumers decide
If the decision is neither routine nor complex, advertising and public relations help establish awareness for the good or service
There is a trade-off among the funds available, the number of people in the target market, the quality of communication needed, and the relative costs of the promotional elements.
When funds are available, firms will try to optimize their return on promotion dollars while minimizing the cost per contact, or the cost of reaching one member of the target market
Cost per contact is high for personal selling, public relations, and sales promotions
Cost per contact is low for national advertising since it reaches a large number of people
Push strategy: a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
Pull strategy: a marketing strategy which stimulates consumer demand to obtain product distribution
Heavy sampling, introductory consumer advertising, cents-off campaigns, and couponing are part of a pull strategy
Rarely does a company use a pull or a push strategy exclusively. Instead, the mix will emphasize one of these strategies.
Pharmaceutical companies generally use a push strategy (personal selling and trade advertising) to promote their drugs and therapies to physicians.