Lecture Basic Marketing: A global managerial approach - Chapter 14: Promotion - Introduction to integrated marketing communications

When you finish this chapter, you should: Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategic planning, know how the communication process affects promotion planning, understand how direct-response promotion is helping marketers develop more targeted promotion blends,...
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Lecture Basic Marketing: A global managerial approach - Chapter 14: Promotion - Introduction to integrated marketing communications Chapter 14:    Promotion— Introduction to Integrated Marketing Communications For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Basic Promotion Methods Target Market Product Place Promotion Price Personal Mass Sales Selling Selling Promotion Advertising Publicity Exhibit 14­1 14­2 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Sales Promotion Activities Aimed at Final Aimed at  Aimed at Company’s Consumers or Users Intermediaries Own Sales Force Contests Price deals Contests Coupons Promotion allowances Bonuses Aisle displays Sales contests Meetings Samples Calendars Portfolios Trade shows Gifts Displays Point­of­purchase Trade shows Sales aids   materials Meetings Training materials Banners and  Catalogues   streamers Merchandising aids Trading stamps Sponsored events Exhibit 14­2 14­3 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. The Traditional Communication Model Message Source Encoding Decoding Receiver channel Noise Feedback Exhibit 14­3 14­4 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Customer-Initiated Interactive Communication Receiver (Customer) Source’s Message Noise Search Select a Message topic channel Exhibit 14­5 14­5 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Promotion and the Demand Curve Price Price Price D2 D1 D2 D2 D1 D1 0 Quantity 0 Quantity 0 Quantity A. To be more elastic B. To the right C. Both to the right and more elastic Exhibit 14­6 14­6 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Promotion and the AIDA Model Promotion Objectives Adoption Process AIDA Model Informing Awareness Attention { Interest Evaluation Interest Persuading Trial } Desire Decision Confirmation } Action Reminding Exhibit 14­7 14­7 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Message Interpretation Encoder The same  Common message may be  frame of interpreted  reference differently by the  encoder and the  decoder Decoder 14­8 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Push-Pull Strategies Producer’s Promotion Blend Personal Selling, Sales Promotion, Advertising, Publicity Promotion to Wholesalers’ Channel Members Wholesalers’ Promotion Promotion Business Customers Push Push Final Customers Promotion to Promotion to ...