Presentation on theme: "1 Part Seven : Promotion Strategy Part Seven : Promotion Strategy ( Chapter14-Chapter16)"— Presentation transcript:
1 Part Seven : Promotion Strategy Part Seven : Promotion Strategy ( Chapter14-Chapter16)
2 Marketing Communications mix (Promotion mix) Marketing Communications mix (Promotion mix) Advertising Personal selling Sale promotion Public relations Customer Direct marketing Promotion Mix (P.427)
3 Integrated marketing communications (IMC) (P.427) The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
4 Consistent,clear,and compelling company and product Messages. Consistent,clear,and compelling company and product Messages. Advertising Personal selling Personal selling Sales promotion Sales promotion Public relations Public relations Direct marketing Direct marketing Carefully blended mix of promotion tools Integrated marketing communications(P.430)
5 Elements in the communication process (P.431) Sender Receiver Encoding Decoding Media Message Feedback Response Noise Senders field of experience Receivers field of experience
6 Steps in Developing Effective Communication Identifying the Target Audience Determining the communication objectives Determining the communication objectives Designing a Message Choosing Media Selecting the Message Source Collecting Feedback
7 Set the objectives by the buyer-readiness stages (P.432) Awareness Knowledge Linking Preference Conviction Purchase
8 Designing a message Message content Message structure & Message format Message structure & Message format What to say? How to say?
9 Choosing media Personal communication channel Personal communication channel Word-of-mouth influence Word-of-mouth influence Non-personal communication channel Non-personal communication channel
10 Factors in Setting the Promotion Mix 1. Type of product / market; 2. Push versus pull strategy; 3. Buyer readiness stage. 4. Product life-cycle stage.
12 Integrating the promotion mix (P ) Audit the pockets of communications spending throughout the organization Identify all contract points for the company & its brands Team up in communications planning Create compatible themes,tones,and quality across all cm. media Create performance measures that are shared by all cm. media Appoint a director responsible for the companys persuasive cm. effort Analyze trends that can affect the companys ability to do business
13 Direct Marketing ( Marketing through various advertising media that interact directly with consumers, generally calling for the consumer to make a direct response. Direct sales( Selling goods to consumers without any middleman.
14 Advertising major advertising decisions (P.455) Objective setting Objective setting Budget decisions Budget decisions Message decisions Message decisions Media decisions Media decisions Campaign evaluation Campaign evaluation
22 Public Relations : Build good relations with the companys various publics,building up a good corporate imageand handling or heading off unfavorable rumors,stories and events. Publicity : Activities to promote a company or its products by planting news about it in media not paid for by the sponsor.
23 Personal Selling Salesperson : An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing information gathering.
24 Managing the Sales Force Designing sales force strategy and structure Designing sales force strategy and structure Recruiting and selecting salespeople Recruiting and selecting salespeople Training salespeople Training salespeople Compensating salespeople Supervising salespeople Evaluating salespeople
25 Sales force structure Sales force structure Territorial sales force structure Territorial sales force structure Product sales force structure Product sales force structure Customer sales force structure Customer sales force structure