Promotion Strategy

1 Part Seven : Promotion Strategy ( Chapter15-Chapter17) 2 Marketing Communications mix (Promotion mix) Advertising Personal selling Sale promotion Public relations Customer Direct marketing Promotion Mix (P.467) 3 Integrated marketing communications (IMC)（整合营销传播） (P.469) The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. 4 Consistent,clear,and compelling company and product Messages. Advertising Personal selling Sales promotion Public relations Direct marketing Carefully blended mix of promotion tools Integrated marketing communications(P.470) 5 Elements in the communication process (P.471) Sender Receiver Encoding Decoding Media Message Feedback Response Noise Senders field of experience Receivers field of experience 6 Steps in Developing Effective Communication Identifying the Target Audience 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.472) Awareness Knowledge Linking Preference Conviction Purchase 知晓 认识 喜欢 偏爱 确信 购买 8 Designing a message Message content Message structure & Message format What to say? 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.483) Producer Retailer & wholesalers Consumers Producer Retailer & wholesalers Consumers Producer marketing activities Reseller marketing activities Demand Demand Producer marketing activities Push strategy Pull strategy 12 Integrating the promotion mix (P.485) Audit the pockets of communications spending throughout the organization 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 companys persuasive cm. effort Analyze trends that can affect the companys ability to do business 13 Direct Marketing (直复营销 ） Marketing through various 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 Advertising major advertising decisions Objective setting Budget decisions Message decisions Media decisions Campaign evaluation 15 Informative advertising Persuasive advertising Comparison advertising Reminder advertising Advertising objectives 16 Advertising budget decision Affordable Percentage- of sales Objective - and task Competitive parity 17 Advertising Evaluation Copy testing Pretesting Posttesting Direct rating Portfolio tests Laboratory tests Recall tests 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 Patronage reward Contests POP Sweepstakes Advertising specialties Demonstrations Games 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 companys 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 salespeopl