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PROMOTION Market Communication

PROMOTION Market Communication. Market Communication. Goal : effective messages Multiple objectives : Awareness, preference, action End users, intermediaries, “others” Multiple attacks : Mass vs. targeted Alternative media. Market Communication Alternative Objectives. Create awareness

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PROMOTION Market Communication

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  1. PROMOTIONMarket Communication

  2. Market Communication • Goal : effective messages • Multiple objectives : • Awareness, preference, action • End users, intermediaries, “others” • Multiple attacks : • Mass vs. targeted • Alternative media

  3. Market CommunicationAlternative Objectives • Create awareness • Establish product superiority • Indicate where to buy • Reinforce purchase decision • Suggest follow-ons

  4. Market CommunicationAlternative Media • Advertising • Public Relations • In-store merchandising • Direct Marketing

  5. Market CommunicationDirect Marketing • Extreme segmentation • Small groups & 1-on-1 • Leveraged technology • “800” phone service • Massive databases • Service-oriented • Fast order to delivery • Satisfaction guaranteed

  6. Market CommunicationDirect Marketing - Issues • Service requirements • People + infrastructure • Partnership dependent • Highly sensitive supply chain • Surprisingly easy entry • Uneven performance & ethics Trend : Test marketing & self-funding ads

  7. Market CommunicationIn-Store Merchandising • Goal : “moment of truth” message • Multiple related formats • Packaging • Displays • Signage • Very difficult logistics • Multi-site consistency • Maintenance Clear advantage to direct suppliers

  8. Market CommunicationPublic Relations • Goal : “free” exposure “in context” • Requires some newsworthiness • Hurdle suprisingly low • Frequent use of celebrities • High visibility • Easy placement • “Halo” effect • Risky business

  9. Market CommunicationPublic Relations - KFS • Clear objectives & targets • Intense proactivity • Turnkey packages • Measured performance • Aggressive remediation

  10. Market CommunicationsAdvertising • How much ? • What message ? • Which media ? • When ?

  11. Market CommunicationsAdvertising - How much ? • Affordability ($$$ or % sales) • Sustained trend (tradition) • Competitive reference (“Share of Voice”) • Task and method • Bottoms up approach • Reach & frequency (GRP)

  12. Market CommunicationsAdvertising - Share of Voice

  13. Market CommunicationsAdvertising - Where ? • Media • Electronic (TV. radio) • Print (Magazines, newspapers) • “Alternative” (Context placements) • Buying Options • National / network • Local / spot • Up-front / “remnant” Trend : targeting … Tendency : ego

  14. Market CommunicationsAdvertising - When ? • Sustained, on-going • “Flighting” • Seasonal “pulsing” Opinion : discontinuity breeds forgetfulness, fast !

  15. Market CommunicationsAdvertising - KFS • Don’t underspend • Critical thresholds, continuity • Rule of 3X • Tailor message to audience • Consumer perceptions ! • Match media to objectives • Caution : ego-driven business • Look for market inefficiencies • New media & “value” buys

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