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Part Seven : Promotion Strategy

Part Seven : Promotion Strategy. ( Chapter14-Chapter16). Promotion Mix (P.427). Advertising. Customer. Marketing Communications mix (Promotion mix). Personal selling. Sale promotion. Public relations. Direct marketing. Integrated marketing communications (IMC) （整合营销传播） (P.427)

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Part Seven : Promotion Strategy

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  1. Part Seven : Promotion Strategy ( Chapter14-Chapter16)

  2. Promotion Mix (P.427) Advertising Customer Marketing Communications mix (Promotion mix) Personal selling Sale promotion Public relations Direct marketing

  3. Integrated marketing communications (IMC)（整合营销传播）(P.427) The concept under which a company carefully integrates and coordinates its many communications channels to deliver aclear, consistent, and compelling message about the organization and its products.

  4. Carefully blended mix of promotion tools Consistent,clear,and compelling company and product Messages. Advertising Personal selling Sales promotion Public relations Direct marketing Integrated marketing communications(P.430)

  5. Elements in the communication process (P.431) Media Message Sender Encoding Receiver Decoding Noise Feedback Response Sender’s field of experience Receiver’s field of experience

  6. Steps in Developing Effective Communication Identifying the TargetAudience Determining the communication objectives Designing a Message Choosing Media Selecting the Message Source Collecting Feedback

  7. Set the objectives by the buyer-readiness stages (P.432) Awareness Conviction Knowledge Purchase Preference Linking 知晓 认识 喜欢 偏爱 确信 购买

  8. Message content What to say? Designing a message Message structure & Message format How to say?

  9. Choosing media Personal communication channel Word-of-mouth influence Non-personal communication channel

  10. Factors in Setting the Promotion Mix • 1. Type of product / market; • 2. Push versus pull strategy; • 3. Buyer readiness stage. • 4. Product life-cycle stage.

  11. Push versus pull promotion strategy (P.444) Producer marketing activities Reseller marketing activities Producer Retailer & wholesalers Consumers Push strategy Demand Demand Producer Consumers Retailer & wholesalers Producer marketing activities Pull strategy

  12. Analyze trends that can affect the company’s ability to do business Audit the pockets of communications spending throughout the organization Integrating the promotion mix (P.444-445) Identify all contract points for the company & its brands Team up in communications planning Create compatible themes,tones,and quality across all cm. media Create performance measures that are shared by all cm. media Appoint a director responsible for the company’s persuasive cm. effort

  13. Direct Marketing (直复营销） • Marketing throughvarious advertising media that interact directly with consumers, generally calling for the consumer to make a direct response. • Direct sales(直销） • Selling goods to consumers without any middleman.

  14. Advertisingmajor advertising decisions (P.455) Message decisions Objective setting Budget decisions Campaign evaluation Media decisions

  15. Informative advertising Persuasive advertising Advertising objectives Comparison advertising Reminder advertising

  16. Affordable Advertising budget decision Objective - and task Percentage- of sales Competitive parity

  17. Direct rating • Advertising Evaluation Pretesting Portfolio tests Copy testing Laboratory tests Recall tests Posttesting Recognition tests

  18. Sales Promotion • Major objects of sales promotion Consumer promotion Trade promotion Sales force promotion

  19. Sales-promotion Tools Consumer-Promotion Tools Samples Coupons Cash refunds Price packs Premiums Advertising specialties Patronage reward Demonstrations POP Games Contests Sweepstakes

  20. Trade-Promotion Tools Price-offs Allowance Buy-back guarantees or free goods

  21. Business-Promotion Tools Conventions Trade shows Sales contests

  22. Public Relations : • Build good relations with the company’s various publics ,building up a good “corporate image”and handling or heading off unfavorable rumors,stories and events. • Publicity : • Activities to promote a company or its products by planting news about it in media not paid for by the sponsor.

  23. Personal Selling Salesperson : An individual acting for a company by performing one or more of the following activities: • prospecting, communicating, • servicing information gathering.

  24. Managing the Sales Force Designing sales force strategy and structure Recruiting and selecting salespeople Training salespeople Compensating salespeople Supervising salespeople Evaluating salespeople

  25. Territorial sales force structure Sales force structure Product sales force structure Customer sales force structure

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