1. Advertising,promotion, personal selling, public relations and direct marketing) Chapter 17-18-19 Se sidan 34 för en sammanfattning av alla P, de kallas gemensamt för marketing mix. Vi studerar i detta kapitel promotionmix. Promotionmix = mix av verktyg. Detta innebär integration av:

2. Advertising Public relations Sales promotion Personal selling ELEMENTS OF THE PROMOTIONAL MIX Direct marketing

3. Ökat behov av marknadskommunikation och teknologisk utveckling.

5. Schramm Model of communication Figure 17.3 Elements in the communication process Se sid 729

6. Figure 17.4 Buyer readiness stages Buyer readiness stages Medvetenhet-Kunskap-Tycke-Föredra-Övertygelse- Köp

7. Attention Interest Desire Action Budskapets design Ställer krav på att vi vet vad som ska sägas (innehåll) och att vi vet hur vi ska säga det (struktur och format)

8. MESSAGE CONTENT Moral appeals Emotional appeals Rational appeals MESSAGE STRUCTURE Argument order Argument type Draw conclusions Sensory appeals MESSAGE FORMAT ContrastNovelty www.rolex.comwww.rolex.com, www.netonnet.se, www.redcross.sewww.netonnet.se RustaStyrkor och svagheter?Viktigast först el sist? Färger o former www.saabusa.com

9. Percentage of sales method Affordable method Objective and task method Competitive parity method METHODS FOR BUDGETING PROMOTION

10. Figure 17.6 Push versus pull promotion strategy Push versus pull promotion strategy Producent Konsument (Dammsugare) Trycker på MedvetandegörKonsument (Den mystiska parfymen)

11. 1. Advertising Advertising can be traced back to the very beginnings of recorded history with Romans and Phoenicians painting their wares on walls and large rocks. Advertising for 2003: –Estimated US$78.7 billion was spent in Europe –US$154.5 billion in the USA –US$64.5 billion in the Asia Pacific.

12. Setting advertising objectives –A specific communication task to be accomplished with a specific target audience during a specific time frame. –4 main types of advertising objectives Informative advertising Persuasive advertising Comparison advertising Reminder advertising Andra tar betalt för det vi… Köp nu! Vi kämpar för… Coca-Cola livsstil

13. Figure 18.1 Main advertising decisions

14. Setting the advertising budget –Factors for consideration Stage in product life cycle Market share Competition and clutter Advertising frequency Product differentiation -

15. Table 18.2 Profiles of major media forms

16. 2. Growth of sales promotion High emphasis on sales Highly competitive environment Decline of advertising efficiency –Increasing advertising clutter Consumer demands Development in information technology

17. Major sales promotion tools Samples Coupons Cash refund offers (rebates) Price packs Premiums Advertising specialities Patronage rewards Point of purchase promotions Competitions, sweepstakes, lotteries and games

18. 3. Public relations Businesses require the support and cooperation of all stakeholders which include: –financial backers –employees and trades unions –suppliers –legal and regulatory bodies to which they are answerable –interested pressure groups –the media and many more groups or 'publics'.

19. Public relations defined Public relations is defined as the development of good relations with the company’s various publics, by obtaining favourable publicity, building a good ‘corporate image’ and handling or heading off unfavourable rumours, stories and events.

20. Major public relations tools press relations product publicity public affairs corporate communications lobbying counselling investor relations development

21. Personal selling and direct marketing Personal selling and direct marketing are the critical elements of the Integrated Marketing Communications that communicate directly with the targeted consumers. Both involve direct connections with customers and the building of customer unique value relationships.

22. 4. Personal selling Personal selling tends to make its impact more in the promotional mix of high-priced, infrequently purchased products or services than with fast-moving consumer goods.

23. Personal selling as part of the marketing mix Represents the company Impact –Difficult to turn a salesperson away from your door. Targeting precision –Easier to identify and approach customers as individuals. Message precision –The communication can continue until both parties are absolutely clear about the shared meaning. Cultivation of long-term relationships –Salespeople are crucial to relationship marketing, since they put a human face on the company. Cost –Labour-intensive, personal selling can seem expensive. In some firms it is the bulk of the promotional budget.

24. Forms of personal selling Order takers: –salespeople who take orders for routine, low-involvement purchasing from regular customers. Order getters: –salespeople who are proactive in seeking out and persuading customers. Missionaries: –salespeople who do not themselves take orders, but who do influence decision-makers to place orders. An example is medical salespeople, who call on doctors to encourage them to prescribe particular drugs. Technical salespeople: –they are often called in to deal with users of the product, if the product is complex to use. Grönroos – Vi är alla marknadsförare

25. Setting sales force objectives Prospecting customers. Co-ordinating within the organisation. –meets the customer's needs adequately: often this means persuading individuals within the firm to do things that are not in the standard procedure. Maintaining relationships with customers. Information and feedback. Information gathering. Monitoring competitor action. –Salespeople are frequently the first to hear about new competitor initiatives, since customers will tell them what is happening in the marketplace. Salespeople also often meet competitors' salespeople and exchange information.

26. Figure 19.1 Major steps in sales force management Sales force management

27. Recruiting and selecting salespeople –Traits of a good salesperson Enthusiasm Persistence Initiative Job commitment Self motivated Good listeners Disciplined

28. 5. Direct marketing ‘Direct marketing is marketing through various advertising media that interact directly with consumers, generally calling for the consumer to make a direct response.’ –Source: Kotler, Ch22, p.784

29. Benefits of direct marketing Convenient and effective. Easy and private. Offers shoppers greater access and selection. Process is interactive, especially on-line marketing. Information is immediate when using on-line marketing. Powerful tool for customer relationship building. Access to global market. Offers sellers a low cost, fast and efficient alternative for reaching markets.

30. Customer databases and direct marketing Companies must distinguish between: transaction-based databases –purpose of billing and getting money back custom-built databases –information about customers that leads to the serving and satisfying of these customers

31. Customer databases and direct marketing Companies must distinguish between: transaction-based databases –purpose of billing and getting money back custom-built databases –information about customers that leads to the serving and satisfying of these customers