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Promotion Decisions

Promotion Decisions. Objectives:. Communication process Effective communication Introduction to communication mix Dealing with communication mix. Media. RECEIVER. Message. Encoding. Decoding. Noise. Feedback. Response. Elements in the Communication Process. SENDER.

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Promotion Decisions

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  1. Promotion Decisions

  2. Objectives: • Communication process • Effective communication • Introduction to communication mix • Dealing with communication mix

  3. Media RECEIVER Message Encoding Decoding Noise Feedback Response Elements in the Communication Process SENDER

  4. Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages(Lavidge and Steiner model) Effective Integrated Marketing Communications (IMC) Awareness Knowledge Cognitive Liking Preference Affective Conviction Purchase Motivational

  5. Role of Integrated Marketing Communication (IMC) • Start dialogue and build relationship • To inform, persuade, and remind consumers directly or indirectly • Show way of use and user profile of product or service • Inform about brand marketer • May offer incentive or reward for trial and usage Communication Objective: DRIP: Differentiate-Reinforce-Inform-Persuade

  6. IMC Tools Direct Marketing Interactive/ Internet Marketing Advertising Sales Promotion Personal Selling Publicity/Public Relations

  7. Nature of the Product Stage in PLC Target Market Factors Type of Buying Decision Promotion Funds Push or Pull Strategy Factors Affecting the Choice of Promotional Mix

  8. What is Advertising? • Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. • Advertising is used by: • Business firms, • Nonprofit organizations,

  9. Advantages of advertising Advertiser controls the message Cost effective way to communicate with large audiences Effective way to create brand images and symbolic appeals Often can be effective way to strike responsive chord with consumers Disadvantages of advertising High costs of producing and running ads Credibility problems and consumer skepticism Clutter Difficulty in determining effectiveness Advertising

  10. Typical structure in advertising agency Head (CEO/VP) Creative Client Servicing/ Account Mgmt. Media (Planning & Buying) Accounts Copy Art Ogilvy & Mather India

  11. Developing Advertising StrategyMessage Execution Teaser Type ..\ad clip\India - Balbir Pasha Campaign Teaser - YouTube.flv ..\ad clip\India - Balbir Pasha Campaign - Regular - YouTube.flv Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest. Testimonial Evidence ..\ad clip\cinthol-testimonial evidence.DAT Slice of Life ..\ad clip\band-aid-slice of life.DAT Scientific Evidence ..\ad clip\Eggs-evidence.DAT ..\ad clip\BANDAID.dat Lifestyle ..\ad clip\Fortune Gold Whiskey-lifestyle.DAT Typical Message Execution Styles Fantasy ..\ad clip\leharfantacy 3.DAT Technical Expertise Mood or Image ..\ad clip\The Hindu - -Classroom- Ad - Good Quality - YouTube.flv Personality Symbol ..\ad clip\PERSONALITY-DEW.dat Musical ..\ad clip\coke -musicial.DAT

  12. Profit Product saves, makes, or protects money Health Appeals to body-conscious or health seekers Love or romance Used in selling cosmetics and perfumes Fear Social embarrassment, old age, losing health Admiration Reason for use of celebrity spokespeople Convenience Used for fast foods and microwave foods Key to advertising vacations, beer, parks Fun and pleasure Vanity and egotism Used for expensive or conspicuous items Environmental Consciousness Centers around environmental protection Advertising Appeals

  13. Objectives Setting Major Decisions in Advertising Budget Decisions Developing Advertising Strategy Message Decisions Developing Advertising Strategy Media Decisions Campaign Evaluation

  14. Newspapers Magazines Radio Television Outdoor Media Internet Alternative Media Major Types of Advertising Media

  15. Media Scheduling Continuous Media Schedule Advertising is run steadily throughout the period. Flighted Media Schedule Advertising is run heavily every other month or every two weeks. Pulsing Media Schedule Advertising combines continuous scheduling with flighting. Seasonal Media Schedule Advertising is run only when the product is likely to be used.

  16. Checklist: Stages:: Campaign Planning • The advertising opportunity is appraised • The Market is analyzed • Ad objectives are determined • The budget and necessary control system are established • Planning the strategy for : Selecting Media; Creating Message • Ad is coordinated with promotion and marketing system • Results are evaluated

  17. THANK YOU

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