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Presentation on theme: "PROMOTION MEANS EFFECTIVE COMMUNICATION"— Presentation transcript:

CHAPTER 15 4/21/2017 PROMOTION MEANS EFFECTIVE COMMUNICATION 15.1 Promotion as a Form of Communication 15.2 Types of Promotion 15.3 Mixing the Promotional Plan © South-Western Publishing MARKETING

GOALS for Lesson 15.1 Explain the three roles of promotion in marketing. Describe how the communication process works in marketing. Define the two types of communication that are important to marketers. © South-Western Publishing

3 The Role of Promotion in Marketing
Promotion – any form of communication used to: Inform Persuade Remind © South-Western Publishing

4 The Role of Promotion in Marketing
Inform potential or current customers of a new product or service or of an improvement to an existing product Introduction Stage of the Product Life Cycle Benefits and characteristics Changes and Improvements © South-Western Publishing

5 The Role of Promotion in Marketing
Persuade - attempts to encourage a customer to take a specific action, such as purchasing a product Negative meaning to some customers Growth Stage of the product life cycle Advantages over the competitors product Coupons, rebates, samples © South-Western Publishing

6 The Role of Promotion in Marketing
Remind customers about existing products on the market Maturity Stage of the product life cycle How good, how attractive, how it satisfies customer’s wants and needs © South-Western Publishing

7 The Communication Process
Noise Sender Encoding by Sender Message Channel Decoding by Receiver Receiver Feedback © South-Western Publishing

8 Promotion Is a Communication Process
Sender – source or originator of the message may be an organization or person Message to be shared with a group “Pepsi Generation” © South-Western Publishing

9 Promotion Is a Communication Process
Encoding – putting the message into language or symbols that are familiar to the intended receiver Pepsi – popular music, loud colors, young people Message Channel – the medium the sender chooses to transmit the message TV, radio, newspapers, magazines, direct mail, sales presentations, bill boards © South-Western Publishing

10 Promotion Is a Communication Process
Decoding – interpreting the message or symbols and converting them into concepts and ideas Manipulate, alter the message to their needs Receiver – the person or persons to whom the encoded message is directed The target audience of a product or service © South-Western Publishing

11 Promotion Is a Communication Process
Noise – interference that can cause the message to be interpreted by the receiver incorrectly Radio static, poor printing quality, unfamiliar words, misinterpretation Feedback – the receiver’s reaction or response to the source’s message Helps measure the effectiveness of a promotional activity © South-Western Publishing

12 The Communication Process
Noise Sender Encoding by Sender Message Channel Decoding by Receiver Receiver Feedback © South-Western Publishing

13 Types of Communication
Interpersonal communication Two-way communication Involves two or more people in some kind of person-to-person exchange Mass communication One-way communication Involves communicating to huge audiences, usually through mass media, such as magazines, radio, television, or newspapers © South-Western Publishing

Describe the advantages and disadvantages of advertising and publicity as types of promotion. Explain the advantages and disadvantages of personal selling as a type of promotion. Define sales promotion and describe its advantages and disadvantages as a type of promotion. © South-Western Publishing

15 Advertising Any paid form of nonpersonal communciation sent through a mass medium by an organization about its products Advantages reaches a lot for a low cost per person, geographical advantages, repeat the message Disadvantages costs, target audience might not be in the right place, impersonal © South-Western Publishing

16 Examples of Mass Media Advertising
Direct mail Internet Magazines Newspaper Outdoor Radio Television © South-Western Publishing

17 Publicity A non-paid form of communication about a business or organization that is transmitted through a mass medium Advantages the Goodwill that is created (Disney and Safety Reports) Disadvantages organizations have little control over it © South-Western Publishing

18 Personal Selling Person to person communication with potential customers in an effort to inform, persuade, or remind Advantages much more informative and persuasive, feedback is immediate and can be acted upon right away Disadvantages cost per person is high © South-Western Publishing

19 Sales Promotion Advantages Disadvantages
Activities or materials that offer consumers a direct incentive to buy a good or service (coupons, contests, samples, rebates) Advantages generated immediate short-term sales, supports other promotions (commercial – coupon) Disadvantages cost, on average $110 billion a year is spent on sales promotions © South-Western Publishing

GOALS for Lesson 15.3 Explain the four major factors that affect the promotional mix. Describe the seven steps in the promotional planning process. © South-Western Publishing

21 Elements of a Promotional Mix
Advertising Personal selling Publicity Sales promotion © South-Western Publishing

22 Factors that Affect the Promotional Mix
Marketing Mix Target Market Policy and Objectives Financial Resources Promotional Mix © South-Western Publishing

23 Promotional Planning The promotional plan is a carefully arranged sequence of promotions designed around a common theme responsive to specific objectives. © South-Western Publishing

24 The Steps in Promotional Planning
Analyze the market Identify the target market Develop promotional objectives Achievable, measurable, fit into marketing plan Develop a promotional budget Select the promotional mix Implement the promotional plan Evaluate the results © South-Western Publishing


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