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

Multimedia Lecture Support Package to Accompany Basic Marketing 14-2 Geico opening photo Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-2

Exhibit 14-1: Promotion and Marketing Strategy Planning 14-3 Exhibit 14-1: Promotion and Marketing Strategy Planning Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-3

Multimedia Lecture Support Package to Accompany Basic Marketing 14-4 Chick-fil-A photo Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-4

Exhibit 14-2: Examples of Sales Promotion Activities 14-5 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-5

Stanley integrated marketing communication, 4-parts 14-6 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-6

Multimedia Lecture Support Package to Accompany Basic Marketing 14-7 Exhibit 14-3: Relation of Promotion Objectives, Adoption Process, and AIDA Model Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-7

Multimedia Lecture Support Package to Accompany Basic Marketing 14-8 Yahoo ad Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-8

Exhibit 14-4: The Traditional Communication Process 14-9 Exhibit 14-4: The Traditional Communication Process Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-9

Multimedia Lecture Support Package to Accompany Basic Marketing 14-10 Pritt Paintball ad Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-10

Exhibit 14-5: Common Frame of Reference in Communication Process 14-11 Exhibit 14-5: Common Frame of Reference in Communication Process Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-11

Multimedia Lecture Support Package to Accompany Basic Marketing 14-12 Taco Bell screenshot Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-12

Multimedia Lecture Support Package to Accompany Basic Marketing 14-13 Siebel website Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-13

Multimedia Lecture Support Package to Accompany Basic Marketing 14-14 Google website Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-14

Exhibit 14-6: A Model of Customer-Initiated Interactive Communication 14-15 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-15

Hanes consumer and Hanes trade ads 14-16 Hanes consumer and Hanes trade ads Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-16

Multimedia Lecture Support Package to Accompany Basic Marketing 14-17 Exhibit 14-7: Promotion May Encourage Pushing in the Channel, Pulling by Customers, or Both Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-17

Multimedia Lecture Support Package to Accompany Basic Marketing 14-18 LivePerson website Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-18

Exhibit 14-8: The Adoption Curve 14-19 Exhibit 14-8: The Adoption Curve Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-19

Bathys Hawaii Watch Co. website 14-20 Bathys Hawaii Watch Co. website Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-20

American Academy of Dermatology ad 14-21 American Academy of Dermatology ad Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-21

Multimedia Lecture Support Package to Accompany Basic Marketing 14-22 Eucerin ad Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-22

Multimedia Lecture Support Package to Accompany Basic Marketing 14-23 Protagon ad Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-23

Multimedia Lecture Support Package to Accompany Basic Marketing 14-24 ImageCafe Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-24

Multimedia Lecture Support Package to Accompany Basic Marketing 14-25 Yellow Pages ad Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-25

Multimedia Lecture Support Package to Accompany Basic Marketing 14-26 MINI Cooper photo Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-26

Multimedia Lecture Support Package to Accompany Basic Marketing 14-27 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-27

Alprausch ad on cow photo 14-28 Alprausch ad on cow photo Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-28

Basic Promotion Methods and Strategy Planning 14-29 Basic Promotion Methods and Strategy Planning Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-29

Oscar Meyer wiener mobile photo 14-30 Oscar Meyer wiener mobile photo Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-30

Integrated Marketing Communications 14-31 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-31

Stanley integrated marketing communication campaign 14-32 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-32

Promotion Seeks to Shift the Demand Curve 14-33 Promotion Seeks to Shift the Demand Curve Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-33

Basic Promotion Objectives 14-34 Basic Promotion Objectives Informing Persuading Reminding Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-34

Multimedia Lecture Support Package to Accompany Basic Marketing 14-35 Signage photos Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-35

Traditional Communication Concepts in Promotion 14-36 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-36

Davis Wright Tremaine ad 14-37 Davis Wright Tremaine ad Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-37

Integrated Direct-Response Promotion 14-38 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, e-mail, 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-38

Customer May Initiate Communication 14-39 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) Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-39

Promotion Blend May Involve Pushing and Pulling 14-40 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-40

(Proctor and Gamble) ‘Notice to Our Customers’ 14-41 (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 45201 and our sales representative will contact you. Please specify, if possible, the Company Division in whose brands you are interested. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-41

Multimedia Lecture Support Package to Accompany Basic Marketing 14-42 LivePerson website Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-42

Multimedia Lecture Support Package to Accompany Basic Marketing 14-43 Seventeen Magazine ad Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-43

Multistep Flow Model of Communication 14-44 Multistep Flow Model of Communication Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-44

Primary and Selective Demand 14-45 Primary and Selective Demand PRIMARY DEMAND: demand for the general product idea SELECTIVE DEMAND: demand for a specific brand Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-45

Beef producers and French apple producers ads 14-46 Beef producers and French apple producers ads Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-46

Multimedia Lecture Support Package to Accompany Basic Marketing 14-47 Double A Chinese ad Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-47

Setting the Promotion Budget 14-48 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 14-48