Chapitre19 : Promotion

Promotion mix: also called marketing communication mix consist of the specific blend of promotion
tools (ads, public relations, personal selling, sales promotion) that the company uses to persuasively
communicate customer value and build customer relationships.

1-Advertising: any paid form of non-personal presentation and promotion of ideas, goods or services by
an identified sponsor (broadcast, print, online, mobile, outdoor). Can reach masses of geo dispersed
buyers at low-cost exposure.

Sales promotion: short-term incentive to encourage the purchase or sale of a product or a service
(discount, coupons, displays).

Personal selling: the personal interaction by the firm's sales force for the purpose of engaging
customers, making sales, building customer relationships. Is the most effective method at certain stages
of the buying process particularly in building customer preference ,actions ...

Public relation: building good relationship with the firm various publics by obtaining fav publicity,
building up a good corporate image and handling of unfav rumors, stories, and events.it is very
believable form of promotion that includes news stories, features ,sponsors and events.

Direct and digital marketing: engaging directly with carefully targeted indiv consumers communities to
both obtain an immediate response and build lasting relationships. Is an immediate customized and
interactive promotional tool that includes direct mail ,catalogs....

❑ the need for integrated marketing communication:

The new marketing communications model:

Content marketing: creating, inspiring and sharing brand messages and convo with and among
consumers across a fluid mix of paid owned earned and shared channels.

Integrated marketing communication (IMC): carefully integrating and coordinating the company’s
many communication channels to deliver a clear consistent and compelling message about the org and
its pdt
-Identify the target audience by: what, how, when, where, who will say it.

❑ Steps in developing effective marketing communication:

-Designing a message: AIDA model: Get attention, hold interest, arouse desire, Obtain action

-Message content:(what to say)

-Message structure and format:(how to say it)

Rational appeal: relates to self-interest (showing pdt quality ,economy, value..)

Emotional appeal: attempt to stir up positive or negative emotions to motivate the customer

Moral appeal: directed to the sense of what is right and proper.

❑ Choosing communication channels and media:

Personal communication: two or more ppl communicating directly (phone, email, texting)it's effective
because they allow feedback.

Opinion larders: ppl whose opinion are sought by others.

Buzz marketing: cultivating opinion leaders and getting them to spread info about the pdt or service.
Nonpersonal communication: media that carry mesg without personal contact or feedback (major
media, atmospheres, events).

*Selecting the message source: the message impact depends on how the audience views it (celebrities,
athletes, professionals, health care providers)

*Collect feedback: measuring behavior resulting from the content.

❑ setting the total promotion budget and mix:

--setting the promotional budget:

*The affordable method: set the budget at a level that they can afford

*The percentage-of-sales method: set at certain percentage of current or forecasted sales or of unit
sales price.

*The competitive parity method sets the promotion budget to match competitors' outlays.

*The objective and task method: by specific promotion objectives and the costs of tasks needed to
achieve these obj.

❑ shaping the overall promotional mix:

→ The company must take steps to see that each promotional mix element is smoothly integrated.
The various elements should work together to carry the firm's unique brand message and selling
points.
❑ socially responsible marketing communication:

By law companies must avoid false or deceptive ads, avoid bait and switch ads, conform to all federal
regulations, communicate openly and honestly with consumers.