Presentation on theme: "part three: the marketing mix"— Presentation transcript:
1part three: the marketing mix Chapter 8 promotion
2an opening challengeYou run a small, specialist soft drinks firm. Your marketing budget is a tiny fraction of your major competitors and you certainly cannot afford television advertising.How will you get your brand noticed by potential customers?
6promotion management setting objectives setting budgets designing marketing programmes/campaignsimplementing campaignschecking the results of campaigns (evaluation and control)
7the objectives of promotion what is it meant to achieve? stimulate trialget into purchase consideration setregain lost customersobtain informationre-positionincrease usagecreate brand awarenessbuild brand imageinformremindeducatebreak into new marketchange/reinforce attitudesrecent good brand awareness = Intelrecognition - if choice is made at point of purchase e.g. chocolaterecall - if choice is made prior to purchase e.g. moviesome ads focus on “ask for it by name”obtain info - perhaps to build customer profile, or to build dB etcor change image, target audience... (PIMMS)
8targeted objectives key to the organisation’s direction strategies are devised to meet objectivesobjectives should be SMARTspecific, measurable, achievable, relevant, timedaim at a specific target audience
9audience or market? markets are customers/consumers people who buy or use thingsaudiences listen or watchso promotional activities are targeted at audienceswho may or may not be customers/consumers
11promotional strategy a subset of overall marketing strategy informed by branding and positioningoverall marketing communications strategy plus campaign strategiesoverview of how objectives will be achievedthe details go in the planpush strategiesaimed at the tradepull strategiesaimed at consumers
21creative executions slice of life animation & CGI endorsement celebritynews-stylefantasyspoof or parodydemonstrationcomedyaudience participationmusic
22media class or category, e.g. televisionmedia vehiclese.g.EastEndersmedia vehicles
23public relations (PR)‘the determined, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics. Also understood as reputation management’ (Chartered Institute of Public Relations, 2010)
24PR techniques publicity or media relations publications corporate communicationscommunity relationslobbyingsponsorshipproduct placementbranded contentevents managementcrisis management
25short-term special offers which add value to a product offering sales promotionshort-term special offers which add value to a product offering
26benefits of sales promotion good at increasing saleseffectiveness can be easily measuredhas accurate targetingcan keep budget downhas an almost immediate effectcreates interest in products
27typical sales promotion objectives stimulate product trialwhich may lead to regular purchaseintroduce a new product to the marketcombat/spoil a competitor’s campaignencourage greater product useand so more frequent purchase
28making the appointment personal sellingprospectingpreparingmaking the appointmentfollowing upthe call or pitchclosingobjection handling
29a salesperson’s job buyer/seller team coordinator customer service providerbuyer behaviour expertinformation gatherermarket analyst and plannersales forecastermarket cost analysttechnologist
30direct marketing‘the planned recording, analysis and tracking of individual customers’ responses and transactions for the purpose of developing and prolonging mutually profitable customer relationships’ (Institute of Direct Marketing, 2010)
31direct marketing communications personal contactlooking for a direct responsebetter feedbackdatabase marketingdirect response advertising
32DM media selection: AIMRITE AudienceImpactMessageResponseInternal ManagementThe End Result(Pickton and Broderick, 2004)
33UK regulations advertising standards code legaldecenthonesttruthfulsimilar principles in other codes of practicesales promotion, sponsorshipfor up-to-date rules, visit the ASA website at:
34setting budgets arbitrary method affordable method judgement callaffordable methodtends to result in low budgetscompetitive parity methodbut did the competition get it right?objective and task methodtime-consuming but accuratepercentage of sales methodcommonly used, but which year’s sales?
35summary clear campaign objectives good market understanding clearly identified target audienceand the means to reach themoriginality and creativityso the message is correctly receiveda variety of tools to integrate into the campaign
36referencesChartered Institute of Public Relations (CIPR) (n.d.) CIPR website. Available at (accessed 30/06/10).Institute of Direct Marketing (IDM) (n.d.) IDM website. Available at: (accessed 15/05/10).Pickton, D.W. and Broderick, A. (2004) Integrated Marketing Communications, 2nd edn. Harlow: FT Prentice Hall.Schramm, W. (1955) ‘How communication works’, in W. Schramm (ed.), The Process and Effects of Mass Communications. Champaign: University of Illinois Press, pp. 3–26.