Uploaded byAjay Khot
Promotion
The document discusses various aspects of promotion including developing advertising campaigns, sales promotion tactics, using sponsored events for brand building, the roles and tools of public relations, the key elements of direct marketing campaigns, and managing a sales force including determining size, compensation, recruiting, and evaluating performance. It provides information on different promotion methods and considerations for each in a structured way with headings, figures, and tables.
More Related Content
Promotion
- 1.
- 2. Chapter Questions • Whatsteps are involved in developing an advertising program? • How should sales promotion decisions be made? • What are the guidelines for effective brand-building events and experiences? • How can companies exploit the potential of public relations and publicity?
- 3. What is Advertising? Advertisingis any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
- 4.
- 5. Figure 18.1 TheFive M’s of Advertising
- 6. Advertising Objectives Informative Persuasive advertising advertising Reminder Reinforcement advertising advertising
- 7. Factors to Considerin Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability
- 8. Developing the Advertising Campaign • Message generation and evaluation • Creative development and execution • Legal and social issues
- 9. Television Advantages Disadvantages • Reaches broad spectrum of • Brief consumers • Clutter • Low cost per exposure • High cost of production • Ability to demonstrate • High cost of placement product use • Lack of attention by viewers • Ability to portray image and brand personality
- 10. Print Ads Advantages Disadvantages • Detailed product • Passive medium information • Clutter • Ability to • Unable to communicate user demonstrate product imagery use • Flexibility • Ability to segment
- 11. Print Ad Components Picture Headline Copy Signature
- 12. Print Ad EvaluationCriteria • Is the message clear at a glance? • Is the benefit in the headline? • Does the illustration support the headline? • Does the first line of the copy support or explain the headline and illustration? • Is the ad easy to read and follow? • Is the product easily identified? • Is the brand or sponsor clearly identified?
- 13. Communicating to theRural Audience • Large variations in language and culture • Campaigns have to be tailor made for product and region • Product demonstrations in haats, mandis, and melas (fairs) are useful • TV and print media do not reach all villages and all customers • Wall paintings and signboards very popular • Folk theatre, magic shows and puppet shows are also used as a media vehicle
- 14. Media Selection • Reach • Frequency • Impact • Exposure
- 15. Choosing Among MajorMedia Types • Target audience and media habits • Product characteristics • Message characteristics • Cost
- 16. Major Media Types • Newspapers • Outdoor • Television • Yellow Pages • Direct mail • Newsletters • Radio • Brochures • Magazines • Telephone • Internet
- 17. Table 18.2 AdvertisingResearch Techniques • For Print Ads • For Broadcast Ads • In-house tests • Trailer tests • Theater tests • On-air tests
- 18. Place Advertising • Billboards • Public spaces • Product placement • Point-of-purchase
- 19. Measures of AudienceSize • Circulation • Audience • Effective audience • Effective ad-exposed audience
- 20. Factors Affecting TimingPatterns • Buyer turnover • Purchase frequency • Forgetting rate
- 21. Media Schedule Patterns • Continuity • Concentration • Flighting • Pulsing
- 22. Evaluating Advertising Effectiveness •Communication-Effect Research – Consumer feedback method – Portfolio tests – Laboratory tests • Sales-Effect Research
- 23. What is SalesPromotion? Sales promotions consist of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
- 24. Sales Promotion Tactics Consumer-directed Trade-directed • Samples • Price offs • Coupons • Allowances • Cash refund offers • Free goods • Price offs • Sales contests • Premiums • Prizes • Spiffs • Patronage rewards • Trade shows • Free trials • Specialty advertising • Tie-in promotions
- 25. Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results
- 26. Why Sponsor Events? •To identify with a particular target market or life style • To increase brand awareness • To create or reinforce consumer perceptions of key brand image associations • To enhance corporate image • To create experiences and evoke feelings • To express commitment to community • To entertain key clients or reward employees • To permit merchandising or promotional opportunities
- 27. Using Sponsored Events Establish objectives Choose events Design programs Measure effectiveness
- 28. Tasks Aided byPublic Relations • Launching new products • Repositioning a mature product • Building interest in a product category • Influencing specific target groups • Defending products that have encountered public problems • Building the corporate image in a way that reflects favorable on products
- 29. Public Relations Functions • Press relations • Product publicity • Corporate communications • Lobbying • Counseling
- 30. Major Tools inMarketing PR • Publications • Events • Sponsorships • News • Speeches • Public Service Activities • Identity Media
- 31. Decisions in MarketingPR Establish objectives Choose messages Choose vehicles Implement Evaluate results
- 32. What is DirectMarketing? Direct marketing is the use of consumer- direct channels to reach and deliver goods and services to customers without using market middlemen.
- 33. Direct Marketing Channels Direct mail Catalogs Telemarketing Other direct response
- 34. Constructing a Direct-MailCampaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success
- 35. RFM Formula for Selecting Prospects Recency Recency Frequency Frequency Monetary value Monetary value
- 36. Elements of theOffer Strategy • Product • Offer • Medium • Distribution method • Creative strategy
- 37. Components of theMailing • Outside envelope • Sales letter • Circular • Reply form • Reply envelope
- 38. Types of Telemarketing • Telesales • Telecoverage • Teleprospecting • Customer service and technical support
- 39. Other Media forDirect Response Television • Direct Response Advertising • At-home shopping channels • Videotext Kiosks
- 40. Interactive Marketing • Tailored messages possible • Easy to track responsiveness • Contextual ad placement possible • Search engine advertising possible • Subject to click fraud • Consumers develop selective attention
- 41. Online Promotional Opportunities • Websites • Sponsorships • Microsites • Alliances and affiliate • Search ads programs • Display ads • Online communities • Interstitials • Email • Internet-specific ads • Mobile marketing and videos
- 42. e-Marketing Guidelines • Givethe customer a reason to respond • Personalize the content of your emails • Offer something the customer could not get via direct mail • Make it easy for customers to unsubscribe
- 43. Word-of-Mouth Marketing isEmpowered by Social Networks
- 44. Figure 19.4 Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation
- 45. Sales Tasks • Prospecting •Targeting • Communicating • Selling • Servicing • Information gathering • Allocating
- 46. Figure 19.7 Managingthe Sales Force Recruiting, selecting Training Supervising Motivating Evaluating
- 47. Workload Approach toDetermining Sales Force Size • Customers are grouped into size classes • Desirable call frequencies are established • Number of accounts in each size class multiplied by call frequency • Average number of calls possible per year established • Number of reps equal to total annual calls required divided by number possible
- 48. Components of SalesForce Compensation Fixed amount Variable amount Expense allowances Benefits
- 49. Table 19.1 Formfor Evaluating Performance
- 50. Principles of PersonalSelling • Situation questions • Problem questions • Implication questions • Need-payoff questions
- 51. Figure 19.8 Stepsin Effective Selling Prospecting/Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up
Editor's Notes
- #5 Click on the video icon to launch a video clip about Procter & Gamble’s advertising history.