4. Remember Models of Consumer Buying Behaviour Awareness Interest Evaluation Trial Adoption Mass communication sources - television, press/magazines, radio Mass communication sources - press/ magazines television, radio Personal sources - relatives, friends, colleagues Personal sources - sales people, relatives friends Personal sources and mass media communication (for re-assurance).
5.
6. Promotional Tools Personal Selling Branding Sales Promotion Public relations Merchandising Direct Marketing Exhibitions Word of Mouth Internal Marketing Corporate Image Packaging Sponsorship Advertising The Customer
7.
8. cc Advertising uses Promote products, organisations and causes Stimulate primary and selective demand Offset competitors’ advertising Aid sales personnel Increase uses of a product Remind and reinforce Reduce sales fluctuations Major uses of advertising
9. Identify and analyse advertising target Define advertising objectives Create advertising platform Determine advertising budget Evaluate advertising effectiveness Execute campaign Create advertising messages Develop media plan General steps for developing and implementing an advertising campaign
10.
11.
12. Motivating sales force performance through an organised set of activities Sales personnel Organisational climate Sales meetings Financial compensation Sales support systems Perks Incentive programmes
13.
14. Uses of sales promotion in the marketing channel (Consumer promotion) (Trade promotion) Initiator of promotion Audience for promotion Consumer: Coupons, free samples, demonstrations, competitions Trade (at wholesalers, retailers, salespeople): Sales competitions, free merchandise, P.O.S. displays, plus trade shows and conferences (Sales force promotion) (Retail promotion) SOURCE: John Rossiter and Larry Percy, Advertising and Promotion Management. Copyright 1987 by McGraw-Hill, Inc. Used with permission of The McGraw-Hill Companies. Manufacturer Sales force Distributor Consumer
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29. MESSAGE CHANNEL Select the media or other vehicle to carry the message DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed RESPONSE Ranges from simple awareness to purchase FEEDBACK Impact measured using research, sales, or another measure ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind NOISE Competing ads, other distractions
30. Source Coded message Medium of transmission Decoded message Receiver or audience NOISE NOISE Feedback Figure 16.2 The communication process
37. Price Price Quantity Quantity Demand goal with promotion Demand without promotion a. A shift in the demand curve to the right. b. Changing the shape (or elasticity) of the demand curve. Demand goal with promotion Demand without promotion
![PROMOTION IS THE ELEMENT IN AN ORGANIZATION’S MARKETING MIX THAT SERVES TO INFORM, PERSUADE, AND REMIND THE MARKET REGARDING THE ORGANIZATION AND/OR ITS PRODUCTS. ,[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)