1. Basic Marketing – Chapter 14 Supplementary PowerPoint Archive
This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.
See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.
For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.
William D. Perreault Jr. and E. Jerome McCarthy
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
For use only with Perreault and McCarthy texts. © 2010 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

2. Multimedia Lecture Support Package to Accompany Basic Marketing
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Geico opening photo
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3. Exhibit 14-1: Promotion and Marketing Strategy Planning
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Exhibit 14-1: Promotion and Marketing Strategy Planning
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4. Multimedia Lecture Support Package to Accompany Basic Marketing
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Chick-fil-A photo
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5. Exhibit 14-2: Examples of Sales Promotion Activities
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6. Stanley integrated marketing communication, 4-parts
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7. Multimedia Lecture Support Package to Accompany Basic Marketing
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Exhibit 14-3: Relation of Promotion Objectives, Adoption Process, and AIDA Model
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Yahoo ad
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9. Exhibit 14-4: The Traditional Communication Process
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Exhibit 14-4: The Traditional Communication Process
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10. Multimedia Lecture Support Package to Accompany Basic Marketing
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Pritt Paintball ad
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11. Exhibit 14-5: Common Frame of Reference in Communication Process
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Exhibit 14-5: Common Frame of Reference in Communication Process
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12. Multimedia Lecture Support Package to Accompany Basic Marketing
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Taco Bell screenshot
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Siebel website
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14. Multimedia Lecture Support Package to Accompany Basic Marketing
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Google website
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15. Exhibit 14-6: A Model of Customer-Initiated Interactive Communication
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16. Hanes consumer and Hanes trade ads
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Hanes consumer and Hanes trade ads
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17. Multimedia Lecture Support Package to Accompany Basic Marketing
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Exhibit 14-7: Promotion May Encourage Pushing in the Channel, Pulling by Customers, or Both
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LivePerson website
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19. Exhibit 14-8: The Adoption Curve
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Exhibit 14-8: The Adoption Curve
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20. Bathys Hawaii Watch Co. website
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Bathys Hawaii Watch Co. website
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21. American Academy of Dermatology ad
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American Academy of Dermatology ad
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22. Multimedia Lecture Support Package to Accompany Basic Marketing
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Eucerin ad
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23. Multimedia Lecture Support Package to Accompany Basic Marketing
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Protagon ad
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24. Multimedia Lecture Support Package to Accompany Basic Marketing
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ImageCafe
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25. Multimedia Lecture Support Package to Accompany Basic Marketing
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Yellow Pages ad
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MINI Cooper photo
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Promotion
Communicating information between seller and potential buyer or others in the channel—to influence attitudes and behavior
Three major categories:
Personal Selling
Mass Selling (Advertising and Publicity)
Sales Promotion
Different methods have different limitations and advantages
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28. Alprausch ad on cow photo
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Alprausch ad on cow photo
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29. Basic Promotion Methods and Strategy Planning
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Basic Promotion Methods and Strategy Planning
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30. Oscar Meyer wiener mobile photo
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Oscar Meyer wiener mobile photo
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31. Integrated Marketing Communications
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Integrated Marketing Communications
Intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message
Marketing manager blends inputs from
Sales managers
Advertising managers
Public relations manager
Sales promotion managers
Integrated promotion effort in channel requires cooperation and coordination
Blend depends on promotion objectives and situation
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32. Stanley integrated marketing communication campaign
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33. Promotion Seeks to Shift the Demand Curve
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Promotion Seeks to Shift the Demand Curve
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34. Basic Promotion Objectives
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Basic Promotion Objectives
Informing
Persuading
Reminding
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Signage photos
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36. Traditional Communication Concepts in Promotion
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Traditional Communication Concepts in Promotion
Source—the sender of a message
Encoding—the source deciding what to say and translating it into words or symbols that convey meaning
Message channel—the carrier of the message
Noise—any distraction that reduces the effectiveness of the communication process
Decoding—the receiver translating the message
Receiver — the potential customer
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37. Davis Wright Tremaine ad
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Davis Wright Tremaine ad
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38. Integrated Direct-Response Promotion
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Integrated Direct-Response Promotion
Direct communication between a seller and individual customer using a promotion method other than face-to-face personal selling
Started with mail advertising, but has evolved to include other media, including
Internet websites, , broadcast
Cable TV, satellite TV
Interactive video
Fax on demand, telephone
Distinctive feature is that it attempts to evoke a direct response from the customer
Closely tied to use of a CRM database to target customers
Privacy and other ethical issues may arise
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39. Customer May Initiate Communication
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Customer May Initiate Communication
New electronic media encourage consumers to search for information
Consumer decides how much information to get
Marketing information not just in 30-second sound bytes
Action (response)—including purchase—may be immediate
Communication with customers is becoming more customized (personalized)
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40. Promotion Blend May Involve Pushing and Pulling
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Promotion Blend May Involve Pushing and Pulling
PUSHING
using normal promotion efforts to sell the marketing mix to channel members
PULLING
getting customers to ask middlemen for the product, usually because of promotion directed to final consumers or users
Some combination of the two methods is usually required
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41. (Proctor and Gamble) ‘Notice to Our Customers’
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(Proctor and Gamble) ‘Notice to Our Customers’
PROCTER & GAMBLE NOTICE TO OUR CUSTOMERS
ATTENTION STORE MANAGER;
We offer Cooperative Merchandising Agreements to all retailers in the U.S.A. Some Agreements are annual--some are short-term.
Payments are made for print or electronic media featuring, display, and consumer-directed promotion. Product coupons and samples are distributed in stores in various markets at various times. Details are set forth in specific agreements. Proof of delivery (wholesalers’ invoices) are required for some offers. Also, we offer display materials, newspaper proofs, etc., to assist you in merchandising our brands.
The above promotional offers are practical and usable by all retailers regardless of size. You may now be performing under an agreement and payments are being made to you or to your headquarters.
If you are not performing or receiving such promotional offers and would like to, send your name, address and telephone number to Procter & Gamble, Box 162, Cincinnati, Ohio and our sales representative will contact you. Please specify, if possible, the Company Division in whose brands you are interested.
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42. Multimedia Lecture Support Package to Accompany Basic Marketing
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LivePerson website
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Seventeen Magazine ad
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44. Multistep Flow Model of Communication
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Multistep Flow Model of Communication
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45. Primary and Selective Demand
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Primary and Selective Demand
PRIMARY DEMAND:
demand for the general product idea
SELECTIVE DEMAND:
demand for a specific brand
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46. Beef producers and French apple producers ads
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Beef producers and French apple producers ads
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Double A Chinese ad
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48. Setting the Promotion Budget
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Setting the Promotion Budget
Budget based on percent of past or expected sales
most common approach
main advantage is ease
can lead to major problems, including cutbacks when more money is needed
Task method—budgets for what needs to be accomplished
usually the sensible approach
requires that activities be evaluated against objectives
Same ideas apply in budgeting other types of marketing activities
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