市场营销讲义2002 Promo Mix.ppt

1、MSc Marketing and Management,The Promotional Mix,Topics,Elements of the mix and definitions The scope of sales promotions Advertising objectives and limitations Developing and advertising campaign Gaining synergy in the mix Video cases,Elements of the Communications Mix,Definition: A number of promo

2、tional methods used in combination to promote a particular product through communications with individuals, groups and organisations.,Customer,Advertising,Personal Selling,Sales Promotion,Publicity,Internet/ Online Marketing,Direct Marketing,Promotion - A Mix Within the Mix,Advertising: Any paid for

3、m of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Personal Selling: Personal, oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales. Publicity: Non-personal stimulation of demand for a product, ser

4、vice or business unit by planting commercially significant news about it in a published medium or obtaining favourable presentation of it upon radio, television or stage that is not paid for by the sponsors. Sales Promotion: Those marketing activities, other than personal selling, advertising and pu

5、blicity, that stimulate consumer purchasing and dealer effectiveness, such as displays, shows and exhibitions, demonstrations, special offers and various non-recurrent selling efforts in the ordinary routine. Sales promotions act as a direct incentive to buy.,The Scope of Sales Promotions,Integratin

6、g Selling and Promotion,I do not know who you are. I do not know your company. I do not know your companys product. I do not know what your company stands for. I do not know your companys customers. I do not know your companys record. I do not know your companys reputation. Now - what was it you wan

7、ted to sell me?,Figure:Push-versus-Pull Strategy,Producer promotes aggressively,Wholesaler promotes aggressively,Retailer promotes aggressively,Consumer,Consumer,Retailer,Wholesaler,Producer promotes aggressively to,Push Strategy,Pull Strategy,MARKETING MANAGEMENT: Analysis, Planning, Implementation

8、, and Control, 6/E by Philip Kotler, 1988 by Prentice Hall A Division of Simon & Schuster, Englewood Cliffs, New Jersey 07632,Advertising Objectives,Convey information. Brand Identity building Shape attitudes Create/reinforce image positioning Create desire for the brand Establish or reinforce brand

9、 associations Provide post-purchase reassurance Remind Generate enquiries,Advertisings Limitations,Cannot create needs. Cannot reverse product/brand dislike. Must be part of an effective marketing mix. Can reinforce but not build brand loyalty. Cannot prevent long-term decline. Must have clear objec

10、tives and strategy to succeed.,The Communication Process and Brand Image Building,Message,SENDER,RECEIVER,Encode,Decode,Media,Brand identity,Other Signals,Feedback,Response,Brand Image,Noise,Derived from:-Doyle, P. (2000),Value Based Marketing and Schramm, W. (1971), “How Communication Works”.,Devel

11、oping an Advertising Campaign,Elements of the Communication Process,A W A R E N E S S,U N D E R S T A N D I N G,B E L I E F,A C T I O N,Stage 1,Stage 2,Stage 4,Stage 3,Stage 5,FORCES OF COMMUNICATION,BARRIERS,Impact,Forgetfulness,Hostility,Incompre- hension,Apathy,Specificness,Credibility,Relevance,

12、Adapted from M McDonald, Marketing Plans, Butterworth Heinemann, 1989.,UNAWARENESS,Promotional Mix via the Communication Process,ADVERTISING PERSONAL SELLING PUBLICITY SALES PROMOTIONS,Hi,Hi,Hi,Hi,Hi,Hi,Low,Low,Low,Low,Low,Hi,Hi,Med,Med,Med,ACTION,BELIEF,Acuvue Video Case Study,Using the various stages for developing a logical advertising campaign, analyse the Acuvue example. Which