Session 10 - Chap14-17 PROMOTION P-1

7/30/21
Topic 09
FINAL
Promotion
Engaging Consumers and
Communicating Customer Value
Copyright © 2009 Pearson Education, Inc.
Chapter 12 - slide 1
Publishing as Prentice Hall
Today’s Content
(Promotion Part 1)
What is
“Promotion” and
Basics of its linkage in the
Avertising & PR
strategy firm’s marketing
communication
process?
What is IMC?

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Why PROMOTION?

A View of the Communication Process
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
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Steps in Developing Effective Marketing Communication
Identify the target audience
Determine the communication

objectives
Design the message
Choose the media to send the

message
Select message source and

collect feedback
Steps In Developing Effective Marketing Communication
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About Promotion…
• Promotion mix – The combination of

promotional tools an organization uses.
• The Integrated Marketing

communication (IMC) – a technique
that combines all the promotional tools
into one comprehensive, unified
promotional strategy.
Integrated Marketing Communications (IMC)
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About Promotion…
• The traditional promotional mix involves

the four tools presented in Fig 16.1 p.
436


10
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Shaping the Overall Promotional Mix
The company must take steps to see that each promotion mix
element is smoothly integrated.
The various promotion elements should work together to carry
the firm’s unique brand messages and selling points.
12
Integrated Marketing Communications

The New Marketing Communications Model
• Consumers are changing.
• Marketing strategies are changing.
• Advances in digital technology
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Integrated Marketing Communications
The New Marketing Communications Model
Content marketing: creating, inspiring, and sharing brand messages and

conversations with and among consumers across a fluid mix of paid, owned,
earned, and shared channels.
14
Advertising
Advertising is any paid form of non-personal

presentation and promotion of ideas, goods,
or services by an identified sponsor.
Objectives are classified by primary purpose:

• Inform
• Persuade
• Remind

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Advertising
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

Copyright © 2010 Pearson Education, Inc. Reserved. Chapter 12 - slide 16
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Step 1: Setting Advertising Objectives

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Categories of Advertising
• Retail ad – advertising to consumers
• Trade ad – advertising to retailers & wholesalers
• Business to Business ad
• Institutional ad – advertising for company image
rather than for product.
• Advocacy ad - used to support a particular
message or cause.
• Comparison ad
• Interactive ad
• Online ad
• Mobile ad – reaching people on their cellphone.
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Retail ad

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Trade ad

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B2B ad

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Institutional ad

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Advocacy ad

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Interactive ad

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Comparison ad

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Online/ Mobile ad

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Step 2: Setting the Advertising Budget
Factors to Consider
Stage in
product life
cycle
Market
Competition
share

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Step 3: Developing Advertising Strategy
Advertising strategy is the strategy by which the

company accomplishes its advertising objectives and
consists of:
• Creating advertising messages
• Message. & content
• Concept
• Style
• …
• Selecting advertising media
• Determining reach, frequency, impact, and engagement
• Choosing among major media types
• Selecting specific media vehicles
• Choosing media timing

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Developing Advertising Strategy

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Step 4: Evaluating Advertising Effectiveness

and Return on Advertising Investment
1. Return on advertising investment is the net return on

advertising investment divided by the costs of the advertising
investment.
2. Communication effects indicate whether the ad and media are

communicating the ad message well and can be tested before or
after the ad runs.
3. Sales and profit effects compare past sales and profits with
past expenditures or through experiments.

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Advertising
Advertising Considerations
• Product life-cycle stage
• Market share
• Impact
• Effectiveness
• Cost/Budget
• Organizing for advertising
– Agency vs. in-house
• International Advertising Decisions
– Standardization vs. Adaptation
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Public Relations
Public relations involves building good relations with the

company’s various publics by obtaining favorable
publicity, building up a good corporate image, and
handling or heading off unfavorable rumors, stories, and
events.

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Public Relations: Common approaches
1. Press relations or press agency involves the creation and placing of

newsworthy information to attract attention to a person, product, or
service.
2. Product publicity involves publicizing specific products.
3. Public affairs involves building and maintaining national or local
community relations.
4. Lobbying involves building and maintaining relations with legislators
and government officials to influence legislation and regulation.
5. Investor relations involves maintaining relationships with shareholders
and others in the financial community.
6. Development involves public relations with donors or members of
nonprofit organizations to gain financial or volunteer support.
7. …

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Public Relations
The Role and Impact of PR
• Lower cost than

advertising
• Stronger impact on
public awareness than
advertising
• Has power to engage
consumers and make
them part of the brand
story

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Public Relations
Major Public Relations Tools
News Speeches Special events
Corporate
Written Public service
identity
materials materials activities
Buzz Social
Internet
marketing networking

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Reflective Activity 10 (End)
Discuss the changes in promotional

approaches by firms has been
adapting to the changes in the
behaviors of Gen Z (aka - ‘you’), with
successful and failed examples that
you know of.

39
Announcement for Session 12

Reflective Journal Submission Group Presentation
• Students download • Session 12 will be conducted
CamScanner or similar apps on Saturday 14/08/2021
to ‘scan’ the whole journal to a (15:30-18:45).
SINGLE PDF file.
• Each group will give a 15-min
live presentation (with PPT or
• Submit the PDF file individually other tools) & 5-min for Q&A.
on E-learning (Deadline: – All members need to take part &
share webcams.
23g59’ Monday 09/08/2021)
– Presentation schedule: Group 1->8
• File name: PMK-1_Full • Bonus marks will be given for

Name_Reflective Journal good questions from other
groups.
40
18

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7/30/21

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

A View of the Communication Process

Steps in Developing Effective Marketing Communication

Identify the target audience

Determine the communication

Design the message

Choose the media to send the

Select message source and

Steps In Developing Effective Marketing Communication

• Promotion mix – The combination of

• The Integrated Marketing

Integrated Marketing Communications (IMC)

• The traditional promotional mix involves

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Shaping the Overall Promotional Mix

Integrated Marketing Communications

Integrated Marketing Communications

The New Marketing Communications Model

Content marketing: creating, inspiring, and sharing brand messages and

Advertising is any paid form of non-personal

Objectives are classified by primary purpose:

Copyright © 2010 Pearson Education, Inc.

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

Step 1: Setting Advertising Objectives

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Step 2: Setting the Advertising Budget

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

Step 3: Developing Advertising Strategy

Advertising strategy is the strategy by which the

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

Developing Advertising Strategy

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

Step 4: Evaluating Advertising Effectiveness

1. Return on advertising investment is the net return on

2. Communication effects indicate whether the ad and media are

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

Public relations involves building good relations with the

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

Public Relations: Common approaches

1. Press relations or press agency involves the creation and placing of

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

The Role and Impact of PR

• Lower cost than

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

Major Public Relations Tools

News Speeches Special events

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights

Reflective Activity 10 (End)

Discuss the changes in promotional

Copyright © 2010 Pearson Education, Inc.

Announcement for Session 12

• File name: PMK-1_Full • Bonus marks will be given for