Professional Documents
Culture Documents
Promo Strategies CH1
Promo Strategies CH1
Promo Strategies CH1
McGraw-Hill/Irwin
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The Growth of Advertising and Promotion Integral part of social and economic systems
Carefully prepared messages delivered to carefully targeted audiences Six-fold increase between 1980 and 2010
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What is Marketing?
The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
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Benefits can be
Functional Experiential Psychological
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Packaging
Point of purchase
Public relations
Interactive marketing
Direct marketing
Special events
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Performance Packaging
Brand Identity
Logo Symbols
Design
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Advertising
Sales Promotion
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Advertising
Benefits
Cost effective Large audiences
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Advertising Classifications
National Retail / Local Primary / Selective Demand
Consumers
Organizations
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Direct Mail
Catalogs
Shopping Channels
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Forces for Change Changing Lifestyles Credit Cards Toll-free Numbers Rapid Internet Growth
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Interactive Marketing
Interactive media
Internet Kiosks Interactive television Cell phones Other mobile devices
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Sales Promotion
Marketing activities that provide extra value or incentives to the Sales Force Retailers Ultimate Consumer
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Consumeroriented
Couponing, sampling, premiums, rebates, contests, sweepstakes, POP materials Encourages immediate purchases Promotional/merchandising allowances, price deals, sales contests, trade shows Wholesalers, distributors, retailers
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Tradeoriented
Publicity
A news story, editorial, or High credibility and announcement to low cost a mass audience Not directly paid for or run under identified sponsor Is sometimes unfavorable Not always under company control
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Primary objectives
Establish and maintain a positive image of the company among various publics
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Personal Selling
Person-to-person communication
A seller attempts to assist and/or persuade prospective buyers to make a purchase or act on an idea
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Detailed situation analysis Specific marketing objectives Marketing strategy and program Program for implementing the strategy Process for monitoring & evaluating performance
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Budget Determination
What will the promotional program cost? How will the money be allocated?
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IMC Strategies
Creative
Media
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Basic Goals Determine how well the program is doing, and why Problem correction Continual management feedback Input for future promotions/strategies
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