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Chapter 13 Advertising, Promotion, and Sales

Chapter 13 Advertising, Promotion, and Sales. The Marketing Communications Process. Encoding : Message channel – . The Marketing Communications Process. Face to-face contact is still necessary for the need Decoding : . The Marketing Communications Process. Noise : Outcome :

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Chapter 13 Advertising, Promotion, and Sales

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  1. Chapter 13 Advertising, Promotion, and Sales

  2. The Marketing Communications Process • Encoding: • Message channel –

  3. The Marketing Communications Process • Face to-face contact is still necessary for the need • Decoding:

  4. The Marketing Communications Process • Noise: • Outcome: • Feedback:

  5. Planning Promotional Campaigns • Determine the target audience • Determine the budget • Determine the message • Determine campaign effectiveness

  6. Planning Promotional Campaigns • The target audience: • Expectations have to be researched to ensure the appropriateness of campaign decision making • Cause-related marketing: • Corporate image advertising:

  7. Planning Promotional Campaigns • Umbrella campaign helps multidivisional companies to: • Companies announce repositioning strategies through image campaigns to:

  8. Planning Promotional Campaigns • Campaign objectives • Can be divided into overall global and regional objectives as well as local objectives • Have to be measurable for control purposes

  9. Planning Promotional Campaigns • The budget • Ideally, budget would be set as a response to the objectives to be met • Budgets can be used as a control mechanism if headquarters retain final budget approval

  10. Planning Promotional Campaigns • Media strategy: The major factors determining the choice of the media vehicles to be used are • Media habits of the intended audience - Media strategist needs data on:

  11. Planning Promotional Campaigns • Global mediavehicles have target audiences on at least three continents and the media buying takes place through a centralized office

  12. Planning Promotional Campaigns • The promotional message: Developing the promotional message is referred to as creative strategy • Consumer’s motivations vary depending on:

  13. Planning Promotional Campaigns • The localization of global ideas is achieved by various tactics:

  14. Planning Promotional Campaigns • The campaign approach • What type of outside services to use • How to establish decision-making authority for promotional efforts

  15. Planning Promotional Campaigns • Measurement of advertising effectiveness

  16. Planning Promotional Campaigns • The measures most used are

  17. Planning Promotional Campaigns • Personal selling • Designed to accomplish three tasks:

  18. Other Promotional Elements • Indirect exports • Direct exports: Guidelines for the marketer-intermediary interaction:

  19. Other Promotional Elements • Integrated solutions: Final stage of globalization • Direct marketing • Dominant direct-response medium

  20. Other Promotional Elements • The Internet: Connects users of all types • Offers five main advantages:

  21. Other Promotional Elements • Database marketing: • Two types of databases – • Social networking service:

  22. Other Promotional Elements • Sales promotion • Used for promotion that does not fall under advertising, personal selling, or publicity • The appeal is related to several factors: • To be effective, the campaign must gain support of local retailer population

  23. Other Promotional Elements • Regulations make global sales promotions rare and difficult to launch • Trade shows and missions: An event where manufacturers, distributors, and other vendors

  24. Other Promotional Elements • Reasons for participation in trade fairs

  25. Other Promotional Elements • Reasons for non participation in trade fairs

  26. Other Promotional Elements • Public relations • Image: • Internal public relations

  27. Other Promotional Elements • Some of the material used internally • External public relations: • External campaigns can be achieved through:

  28. Other Promotional Elements • Unanticipated developments places the company in a position that requires: • Crisis management: • Should have traits like:

  29. Other Promotional Elements • Consumer-generated media (CGM):Consumers find initiate topics of interest on the Web • Public relations function can be handled in-house or with the assistance of an agency • Use and extent of public relations activity vary by company and type of activity needed

  30. Other Promotional Elements • Sponsorship marketing • Sponsorship of events is driven by the desire to be associated with a worldwide event that has: • Ambush marketing:

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