杜克大学marketing讲义-17课件

1、Marketing Management (Marketing 360) Professor Kurt CarlsonPromotionMarketing Management PromotionPromotional MixMarketing MixPromotional MixPromotional MixMarketing MixPrTodays Agenda: 7 Steps to Better Promotions1. Identify Target Audience2. Determine the Communication Objective3. Design the Messa

2、ge4. Decide on the Promotional Mix5. Allocate the Promotional Budget6. Measure the Results7. Manage and Coordinate the ProcessTodays Agenda: 7 Steps to Be1. Identify Target AudiencePotential new buyersCurrent usersInfluencersPeople who may not buy but influence decisions of those who mayRosie, Bryan

3、t Gumble, and Tickle Me Elmo1. Identify Target AudiencePot1. Audience Communication IssuesWhat information do they need?How must the message be structured for it to be decoded as we wish?1. Audience Communication Issu2. Set the ObjectivesHierarchy of effects modelAwarenessKnowledgeLikingPurchaseConv

4、ictionPreferencePostPurchaseCognitionActionAffectID the impediment to purchaseand remove it!2. Set the ObjectivesHierarchy2. Poor v. Well Defined ObjectivesPOORLY DEFINED-Increase awareness-Motivate purchaseWELL DEFINED-Increase awarenessamong 18-32 year olds by 25% within 90 days-Increase market sh

5、are of first time buyers from 2% to 5% in 1 year.Terminology:Reach (80%)Gross Rating Points (200)Average Frequency (2.5 times)2. Poor v. Well Defined Object3. Designing the MessageContent: What to say?-Theme or IdeaStructure: How to say it logically?-Conclusion Drawing, One vs. Two Sided Messages- A

6、ppeal (Rational, Emotional, Moral)Format: How to say it symbolically?-Print (Color, Headline, Illustration, Demonstration, Testimonial)- Radio (Voice, Script, Background Sounds)- TV (All above)Source: Who should say it?-Credibility-Familiarity3. Designing the MessageConten3. Designing the MessageWho

7、 Should Say It?Someone whohas high recognitionelicits positive affectis appropriate for the productis credible for the domain3. Designing the MessageWho Sh4. Decide On Promotional MixPromotional MixMethods of PromotionObjectives and Method Effectiveness Promotional ToolsPros & Cons of Various MediaP

8、romotional StrategyPull Push4. Decide On Promotional MixPr4. Methods of PromotionAdvertisingPublic, Pervasive, Expressive, ImpersonalPersonal SellingPersonal, Cultivative, Responsiveness of BuyerSales PromotionCommunication, Incentive, InvitationPublicity and Public RelationsCredibility, Reach, Dram

9、atization4. Methods of PromotionAdverti4. Method EffectivenessConsumerProductsIndustrialProductsAdvertisingHighMediumPersonal SellingMediumHighSales PromotionHighMediumPublicity and PRLowLow4. Method EffectivenessConsume4. AIDAS and Method EffectivenessAdvertisingAwarenessInterestDesireActionPersona

10、lSellingSalesPromotionPublicityGoodPoorAverageSatisfaction4. AIDAS and Method Effectiven4. The Most Common Promotional Methods Go Head to HeadAdvertising-Builds equity-Benefit emphasis-High marketer control-End-user is target-Pull-May work slowlyTrade Promotion-Not much equity built-Price emphasis-L

11、ow marketer control-Trade is target-Push-Usually effective immediately4. The Most Common Promotional4. Advertisement EvaluationPoorAdMediocreAdAverageAdGoodAdGreatAd020406080100Total_Draw: How well does the ad catch the viewers attention?Attention: How well does the ad keep the viewers attention?Cog

12、nitive: How clear is the central message or benefit?Affective: How effective is the particular appeal?Behavior: How well does the ad suggest follow-through action?_20_20_20_20_20Examples: Commercials and room key.4. Advertisement EvaluationPoo | 12 3 4 5 67 Im lostI sort of I can teach get it. this

13、stuff.Understanding Poll |4. Sales Promotion (Sampling)4. Sales Promotion (Sampling)4. Sales Promotion (Coupons)Promote TrialDeal PronenessHurdles Automatically Segment Buyers4. Sales Promotion (Coupons)Pr_AdvertisingSalesPublicity Personal Promotion Selling _Print & broadcast ads Contests, games, P

14、ublic relations Sales Packaging-outer sweepstakesSpeeches presentationsPackaging inserts lotteriesSeminars Sales meetingsMailingsPremiums& giftsAnnual reports TelemarketingCatalogsSamplingCharitable Incentive programsMotion picturesFairs/trade shows donations Salesmen samplesHouse magazinesExhibits

15、Fairs & trade showsBrochures & bookletsDemonstrationsPosters & leafletsCouponingDirectoriesRebatesReprints of adsLow-interest financingBillboardsEntertainmentDisplay signsTrade-in allowancesPoint of purchase displaysTrading stampsAudiovisual materialTie-insSymbols & logos4. Examples of Promotional T

16、ools4. Examples of Promotional Too4. Profiles of Major Media TypesNewspapersAdvantages: Flexibility, timeliness; good local market coverage;broad acceptance, high believabilityLimitations:Short life; poor reproduction quality; smallpass-along audienceTelevisionAdvantages:Combines sight, sound, motio

17、n; high attention; high reach; appealing to sensesLimitations:High absolute costs; high clutter; fleeting exposure;less audience selectivityDirect MailAdvantages:Audience selectivity; flexibility, no ad compe-tition within same medium; allows personalizationLimitations:Relative high cost; “junk mail

18、” image4. Profiles of Major Media Typ4. Profiles of Major Media TypesRadioAdvantages: Mass use; high geographic and demographic selectivity; low costLimitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences MagazinesAdvantages:High geographic and demogr

19、aphic selectivity;credibility and prestige; high-quality reproduction;long life; good pass-along readershipLimitations:Long ad purchase lead time; waste circulation; no guarantee of positionOutdoorAdvantages:Flexibility; high repeat exposure; low cost; low message competitionLimitations:Little audie

20、nce selectivity; creative limitations4. Profiles of Major Media Typ4. Profiles of Other MediaMediumYellow PagesBrochuresTelephoneInternetAdvantagesLocal & Low CostFull control & FlexiblePersonal touchInteractive & Low costLimitationsHeavy competitionRun away costsHigh costsNew mediaSource: Adapted f

21、rom Kotler (2000)4. Profiles of Other MediaMedi4. Other Media: Internetharrypotter4. Other Media: Internetharryp | 12 3 4 5 67 Im lostI sort of I can teach get it. this stuff.Understanding Poll |ManufacturerWholesalerRetailerCustomerPushFlow ofdemandstimulationPromotion is directed at intermediaries

22、ManufacturerWholesalerRetailerCustomerPullFlow ofdemandstimulationPromotion directed atcustomers4. Push v Pull Promotional StrategiesManufacturerWholesalerRetailer5. Set the BudgetAffordable methodPercentage of sales methodCompetitive parity methodObjective and task methodDefine specific objectivesD

23、etermine tasks necessary to achieve objectivesEstimate costs of performing these tasks5. Set the BudgetAffordable me5. Allocation of Promotional $s01020304050601986889092942019Year% of total expendituresMedia AdvTrade PromoCons. PromoSource: Cox Direct 19th Annual Survey of Promotional Practices5. Allocation of Promotional $5. Budget: Ad Expenditures (2019)Cable & Broadcast TV$50.4BDaily Newspapers$46.2BDirect Mail$41.4BMisc. (weeklies)$13.0BRadio$8.0BYellow Pages$5.9BMaga