Promotion

Август 2, 2022

Содержание

2. PROMOTION Promotion describes the methods used by a business to inform, persuade a target market about
3. Promotion The communication Process Promotional mix Developing Ad program Personal Selling Sales Promotion Public Relation Developing
4. Promotion
5. Promotion Promotion represents the fourth element in the marketing mix (4 p’s) Promotional is a mix
6. Promotion objectives Advertising objectives can be classified by primary purpose: Inform Introducing new products Persuade Becomes
7. Communication Communication: is the sharing of meaning and requires five elements a source, a massage, a
8. Communication
9. Promotional Mix
10. Promotional Mix Advertising ADVERTISING paid, impersonal communication regarding goods, services, organizations, people, places, and ideas that
11. Promotional Mix Advertising
12. Promotional Mix Advertising
13. Promotional Mix Personal Selling Face to face communication is buyers to inform and persuade them to
14. Promotional Mix Personal Selling PERSONAL selling: involves oral communication with one or more prospective buyers by
15. Promotional Mix Sales Promotion Sales promotion activities are important to build traffic, attract attention, generate increased
16. Promotional Mix Public Relation Publicity is no personal public relations that is transmitted Public relations includes
17. Promotional Mix Public Relation It may be personal or impersonal, paid or unpaid, and sponsor controlled
18. Developing And Managing An Advertising Program
19. Developing & Managing An Advertising Program Advertising is any paid form of non-personal presentation and promotion
20. Developing & Managing An Advertising Program In developing an advertising program, marketing managers must always start
21. Objectives of Advertising An advertising goal (or objective) is a specific communications task and achievement level
22. Advertising Budget Specific Factors To Consider When Setting The Advertising Budget. Stage in the product life
23. Advertising Budget Specific Factors To Consider When Setting The Advertising Budget. Competition and clutter- In a
24. Deciding on Media Deciding on Reach, Frequency, and Impact Media selection is finding the most cost-effective
25. Deciding on Media Choosing Among Major Media Types The media planner has to know the capacity
26. Deciding on Media
27. Deciding on Media
28. Deciding on Media
29. Deciding on Media
30. Deciding on Media Media planners make their choices by considering the following variables: Target audience media
31. Deciding on Media Media planners make their choices by considering the following variables: Message characteristics. A
32. Deciding on Media Media planners make their choices by considering the following variables: Cost Television is
33. Deciding on Media Evaluating Advertising Effectiveness Good planning and control of advertising depend on measures of
34. Deciding on Media Evaluating Advertising Effectiveness Communication-effect research seeks to determine whether an ad is communicating
35. Deciding on Media Evaluating Advertising Effectiveness Portfolio tests Ask consumers to view or listen to a
36. Deciding on Media Evaluating Advertising Effectiveness Laboratory Tests: Use equipment to measure physiological reactions—heartbeat, blood pressure,
37. Sales Promotion
38. Sales Promotion Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive
39. Sales promotion includes tools Consumer promotion (samples, coupons, cash refund offers, prices off, premiums, prizes, patronage
40. Sales promotion includes tools Trade promotion (prices off, advertising and display allowances, and free goods). Business
41. Purpose of sales promotion Attract new triers or brand switchers Reward loyal customers Increase repurchase rates
43. Скачать презентацию

Слайд 2

PROMOTION
Promotion describes the methods used by a business to inform, persuade

a target market about its product.
Promotion attempts to:
Attract new customers by heightening awareness of a particular product
Increase brand loyalty by reinforcing the image of the product
Encourage existing customers to purchase more of the product
Provide information so that customers can make informed decisions
Encourage new and existing customers to purchase new products.

Слайд 3

Promotion
The communication Process
Promotional mix
Developing Ad program
Personal Selling
Sales Promotion
Public Relation
Developing and

Managing an Advertising Program
Setting the Objectives
advertising budget factors
Deciding on Media

Sales Promotion
Sales promotion includes tools
Purpose of sales promotion
Major Consumer-Promotion Tools
Marketing Public Relations (MPR)
MPR Role
Major Public Relations Tools
Direct Marketing

Слайд 4

Promotion

Слайд 5

Promotion
Promotion represents the fourth element in the marketing mix (4 p’s)
Promotional

is a mix which consists of advertising, personal selling, sales promotional, and publicity.

Слайд 6

Promotion objectives
Advertising objectives can be classified by primary purpose:
Inform
Introducing new products
Persuade
Becomes

more important as competition increases
Comparative ads
Remind
Most important for mature products

Слайд 7

Communication
Communication: is the sharing of meaning and requires five elements a

source, a massage, a receiver, and the process of encoding and decoding.
Source: the information sent by a source.
Massage: is new form of product.
Receiver: is a consumer who read, hears, or sees the massage are reviser.
Encoding: is the reverse at the process of having the receiver take a set of symbols, the massage, and transfer them back to an abstract idea.

Слайд 8

Communication

Слайд 9

Promotional Mix

Слайд 10

Promotional Mix
Advertising
ADVERTISING paid, impersonal communication regarding goods, services, organizations, people, places,

and ideas that is transmitted through various media by business firms, government and other nonprofit organizations, and individuals who are identified in the advertising message as the sponsor.

Слайд 11

Promotional Mix
Advertising

Слайд 12

Promotional Mix
Advertising

Слайд 13

Promotional Mix
Personal Selling
Face to face communication is buyers to inform and

persuade them to buy.
On average, companies spend more money on personal selling than other elements of promo mix.

Слайд 14

Promotional Mix
Personal Selling
PERSONAL selling: involves oral communication with one or more

prospective buyers by paid representatives for the purpose of making sales.
Major advantages: are more persuasive.
Major disadvantages: are costly per individual reached.

Слайд 15

Promotional Mix
Sales Promotion
Sales promotion activities are important to build traffic, attract

attention, generate increased sales, create excitement, and create a competitive advantage.
Sales promotion activities worldwide are at their highest levels.

Слайд 16

Promotional Mix
Public Relation
Publicity is no personal public relations that is transmitted

Public relations includes any communication to foster a favorable image for goods, services, organizations, people, places, and ideas.

Слайд 17

Promotional Mix
Public Relation
It may be personal or impersonal, paid or unpaid,

and sponsor controlled or not controlled through media but not paid for by an identified sponsor.

Слайд 18

Developing And Managing An Advertising Program

Слайд 19

Developing & Managing An Advertising Program
Advertising is any paid form of

non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Ads can be a cost-effective way to disseminate messages, whether to build a brand preference or to educate people.

Слайд 20

Developing & Managing An Advertising Program
In developing an advertising program, marketing

managers must always start by identifying the target market and buyer motives.
Then they can make the five major decisions, known as "the five Ms":
(Mission, Money, Message, Media, Measurement)

Слайд 21

Objectives of Advertising
An advertising goal (or objective) is a specific communications

task and achievement level to be accomplished with a specific audience in a specific period of time.
Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or reinforce.

Слайд 22

Advertising Budget
Specific Factors To Consider When Setting The Advertising Budget.
Stage in

the product life cycle - New products typically receive large advertising budgets to build awareness and to gain consumer trial.
Market share and consumer base - High-market-share brands usually require less advertising expenditure as a percentage of sales .

Слайд 23

Advertising Budget
Specific Factors To Consider When Setting The Advertising Budget.
Competition and

clutter- In a market with a large number of competitors and high advertising spending, a brand must advertise more heavily to be heard.
Advertising frequency - The number of repetitions needed to put across the brand's message to consumers has an important impact on the advertising budget.

Слайд 24

Deciding on Media
Deciding on Reach, Frequency, and Impact
Media selection is finding

the most cost-effective media to deliver the desired number and type of exposures to the target audience.
What do we mean by the desired number of exposures?
Suppose the rate of product trial increases at a diminishing rate with the level of audience awareness.

Слайд 25

Deciding on Media
Choosing Among Major Media Types
The media planner has to

know the capacity of the major advertising media types to deliver reach, frequency, and impact.

Слайд 26

Deciding on Media

Слайд 27

Deciding on Media

Слайд 28

Deciding on Media

Слайд 29

Deciding on Media

Слайд 30

Deciding on Media
Media planners make their choices by considering the following

variables:
Target audience media habits. Radio and television are the most effective media for reaching teenagers.
Product characteristics. Media types have different potential for demonstration, visualization, explanation, believability, and color.

Слайд 31

Deciding on Media
Media planners make their choices by considering the following

variables:
Message characteristics.
A message announcing a major sale tomorrow will require radio, TV, or newspaper.
A message containing a great deal of technical data might require specialized magazines or mailings.

Слайд 32

Deciding on Media
Media planners make their choices by considering the following

variables:
Cost
Television is very expensive, whereas newspaper advertising is relatively inexpensive.

Слайд 33

Deciding on Media
Evaluating Advertising Effectiveness
Good planning and control of advertising depend

on measures of advertising effectiveness. Most advertisers try to measure the communication effect of an ad—that is, its potential effect on awareness, knowledge, or preference. They would also like to measure the ad's sales effect.

Слайд 34

Deciding on Media
Evaluating Advertising Effectiveness
Communication-effect research seeks to determine whether an

ad is communicating effectively.
Called copy testing
It can be done before an ad is put into media and after it is printed or broadcast.
The consumer feedback method asks consumers for their reactions to a proposed ad

Слайд 35

Deciding on Media
Evaluating Advertising Effectiveness
Portfolio tests
Ask consumers to view or listen

to a portfolio of advertisements.
Consumers are then asked to recall all the ads and their content, aided or unaided by the interviewer.

Слайд 36

Deciding on Media
Evaluating Advertising Effectiveness
Laboratory Tests:
Use equipment to measure physiological reactions—heartbeat,

blood pressure, and galvanic skin response.

Слайд 37

Sales Promotion

Слайд 38

Sales Promotion
Sales promotion, a key ingredient in marketing campaigns, consists of

a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy.

Слайд 39

Sales promotion includes tools
Consumer promotion (samples, coupons, cash refund offers,

prices off, premiums, prizes, patronage rewards, free trials, warranties, tie-in promotions, cross-promotions, point-of-purchase displays, and demonstrations).

Слайд 40

Sales promotion includes tools
Trade promotion (prices off, advertising and display

allowances, and free goods).
Business and sales-force promotion (trade shows and conventions, contests for sales reps, and specialty advertising).

Слайд 41

Purpose of sales promotion
Attract new triers or brand switchers
Reward loyal customers
Increase

repurchase rates

Promotion

Содержание

PROMOTIONPromotion describes the methods used by a business to inform, persuade

Promotion The communication ProcessPromotional mixDeveloping Ad programPersonal SellingSales PromotionPublic RelationDeveloping and

Promotion

PromotionPromotion represents the fourth element in the marketing mix (4 p’s)Promotional

Promotion objectivesAdvertising objectives can be classified by primary purpose:InformIntroducing new productsPersuadeBecomes

CommunicationCommunication: is the sharing of meaning and requires five elements a

Communication

Promotional Mix

Promotional MixAdvertising ADVERTISING paid, impersonal communication regarding goods, services, organizations, people, places,

Promotional MixAdvertising

Promotional MixAdvertising

Promotional MixPersonal Selling Face to face communication is buyers to inform and

Promotional MixPersonal Selling PERSONAL selling: involves oral communication with one or more

Promotional MixSales PromotionSales promotion activities are important to build traffic, attract

Promotional MixPublic RelationPublicity is no personal public relations that is transmitted

Promotional MixPublic RelationIt may be personal or impersonal, paid or unpaid,

Developing And Managing An Advertising Program

Developing & Managing An Advertising ProgramAdvertising is any paid form of

Developing & Managing An Advertising ProgramIn developing an advertising program, marketing

Objectives of AdvertisingAn advertising goal (or objective) is a specific communications

Advertising BudgetSpecific Factors To Consider When Setting The Advertising Budget.Stage in

Advertising BudgetSpecific Factors To Consider When Setting The Advertising Budget.Competition and

Deciding on MediaDeciding on Reach, Frequency, and ImpactMedia selection is finding

Deciding on MediaChoosing Among Major Media TypesThe media planner has to

Deciding on Media

Deciding on Media

Deciding on Media

Deciding on Media

Deciding on MediaMedia planners make their choices by considering the following

Deciding on MediaMedia planners make their choices by considering the following

Deciding on MediaMedia planners make their choices by considering the following

Deciding on MediaEvaluating Advertising EffectivenessGood planning and control of advertising depend

Deciding on MediaEvaluating Advertising EffectivenessCommunication-effect research seeks to determine whether an

Deciding on MediaEvaluating Advertising EffectivenessPortfolio testsAsk consumers to view or listen

Deciding on MediaEvaluating Advertising EffectivenessLaboratory Tests:Use equipment to measure physiological reactions—heartbeat,

Sales Promotion

Sales PromotionSales promotion, a key ingredient in marketing campaigns, consists of

Sales promotion includes tools Consumer promotion (samples, coupons, cash refund offers,

Sales promotion includes tools Trade promotion (prices off, advertising and display

Purpose of sales promotionAttract new triers or brand switchersReward loyal customersIncrease

Похожие презентации

PROMOTION
Promotion describes the methods used by a business to inform, persuade

Promotion
The communication Process
Promotional mix
Developing Ad program
Personal Selling
Sales Promotion
Public Relation
Developing and

Promotion
Promotion represents the fourth element in the marketing mix (4 p’s)
Promotional

Promotion objectives
Advertising objectives can be classified by primary purpose:
Inform
Introducing new products
Persuade
Becomes

Communication
Communication: is the sharing of meaning and requires five elements a

Promotional Mix
Advertising
ADVERTISING paid, impersonal communication regarding goods, services, organizations, people, places,

Promotional Mix
Advertising

Promotional Mix
Advertising

Promotional Mix
Personal Selling
Face to face communication is buyers to inform and

Promotional Mix
Personal Selling
PERSONAL selling: involves oral communication with one or more

Promotional Mix
Sales Promotion
Sales promotion activities are important to build traffic, attract

Promotional Mix
Public Relation
Publicity is no personal public relations that is transmitted

Promotional Mix
Public Relation
It may be personal or impersonal, paid or unpaid,

Developing & Managing An Advertising Program
Advertising is any paid form of

Developing & Managing An Advertising Program
In developing an advertising program, marketing

Objectives of Advertising
An advertising goal (or objective) is a specific communications

Advertising Budget
Specific Factors To Consider When Setting The Advertising Budget.
Stage in

Advertising Budget
Specific Factors To Consider When Setting The Advertising Budget.
Competition and

Deciding on Media
Deciding on Reach, Frequency, and Impact
Media selection is finding

Deciding on Media
Choosing Among Major Media Types
The media planner has to

Deciding on Media
Media planners make their choices by considering the following

Deciding on Media
Media planners make their choices by considering the following

Deciding on Media
Media planners make their choices by considering the following

Deciding on Media
Evaluating Advertising Effectiveness
Good planning and control of advertising depend

Deciding on Media
Evaluating Advertising Effectiveness
Communication-effect research seeks to determine whether an

Deciding on Media
Evaluating Advertising Effectiveness
Portfolio tests
Ask consumers to view or listen

Deciding on Media
Evaluating Advertising Effectiveness
Laboratory Tests:
Use equipment to measure physiological reactions—heartbeat,

Sales Promotion
Sales promotion, a key ingredient in marketing campaigns, consists of

Sales promotion includes tools
Consumer promotion (samples, coupons, cash refund offers,

Sales promotion includes tools
Trade promotion (prices off, advertising and display

Purpose of sales promotion
Attract new triers or brand switchers
Reward loyal customers
Increase