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SalespromotionandpublicrelationsKotlerchapter18 page554 569 Agenda Whatissales promotion andhowaresales promotiondecisionsmade Howcancompaniesuseeventsandpublicrelationsintheirmarketing mix 2020 3 18 1 BWJ Salespromotion Definition Incentivetools mostlyshortterm designedtostimulatethepurchaseofproductsbyconsumersortheretailersPurpose AIDAmodel latestagesAdjustsseasonalfluctuationsinsalesEncouragesconsumertrialCan insomecases increaseawareness 2020 3 18 2 BWJ Salespromotion Pros CreatesawarenessStronginlaststagesoftheAIDAmodelImmidiateincentiveStrongtoolwhencombinedwithloyaltyprograms Cons LimitedcoverageinthetargetgroupHeavyusageofsalespromotioncanerodebrandloyalty 2020 3 18 3 BWJ Sales promotionobjectivesandtools 1 Establishobjectives Buildtrial attractbrandswitchers off seasonbuying loyaltyprogramsetc 2 Consumerpromotion Seetable18 5 page557 andnextslide3 Tradepromotion Price off allowancesetc Seetable18 6 page5584 Businessandsalesforcepromotion E g Salescontests Seetable18 7 page559 2020 3 18 4 BWJ Consumerandtradepromotions Consumerpromotions Tradepromotions 2020 3 18 5 BWJ Developingthesales promotionprogram Decisions SizeoftheincentiveConditionsforparticipationDurationDistributionTimingogtotalbudget 2020 3 18 6 BWJ Evaluation Pre test Theprogramistestedinacertainareaand oramongtargetcustomersImplementationEvaluationofresults MeasuresalesbeforeandafterCustomerpanelsInterviewsExperiments 2020 3 18 7 BWJ Eventsandexperiences Possibleobjectives IdentifywithtargetsmarketsorlifestylesIncreaseawarenessofcompanyorbrandBrandingCorporateimageShowingcommitmentEntertainorrewardkeystakeholders 2020 3 18 8 BWJ Events majordecisions Choosingeventopportunities AudiencematchwithtargetgroupCreatingfavorableattentionUniquenessBrandingissuesDesigningsponsorshipprogramsMeasuringsponsorshipactivities Supplyside mediacoverageDemandside consumerresearch 2020 3 18 9 BWJ Valuestransferredfromsponsorshipcategories HealthyYoungEnergeticFastVibrantMasculine SophisticatedEliteDiscriminatingUp marketSeriousPretentious YoungAccessibleFriendlyCurrentInnovativeCommercial AdmirableConcernedCaringIntelligentExplosive CaringConcernedExplosive Sports High browarts Massarts Socialcauses Environmentalprograms 2020 3 18 10 BWJ Publicrelations PR Definition Avarietyofprogramsdesignedtopromoteand orprotectacompany simageoritsindividualproductsPRisconsideredmoretrustworthythane g advertising asanindependentsenderiscommunicatingthemessage 2020 3 18 11 BWJ 2020 3 18 12 Publicrelations Pros PRistrustworthyCanreachpotentialcustomersthatavoidsadsandsalespeopleBrandingCheaperthandirectmailandads Cons PRisdifficulttohandle oftenreactiveNocontrolonwhatispublishedinmediaDifficulttomeasureresults BWJ DevelopingeffectivePR Objectives SpecificobjectivesforeachcampaignmustbesetChoiceofmessageandmedia Seetoolsintable18 8 page568Pressrelases events generalcompanycommunication annualreportsetc
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