Professional Documents
Culture Documents
Communications
14
chapter
Prepared by
Deborah Baker
Texas Christian University
promotional mix.
Target
TargetMarket
Market Promotion
Promotion Plan
Plan
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1
Differential Advantage
High
High Product
Product Quality
Quality
Rapid
Rapid Delivery
Delivery
Features
Features
that
that provide
provide
Differential
Differential Low
Low Prices
Prices
Advantage
Advantage
Excellent
Excellent Service
Service
Unique
Unique Features
Features
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Learning Objective
Combination of promotion
Advertising
tools used to reach the target
Public Relations
market and fulfill
Personal Selling
the organization’s
Sales Promotion
overall goals.
Elements
Elements Public
PublicRelations
Relations
of
of the
the
Promotional
Promotional
Mix
Mix Personal
Personal Selling
Selling
Sales
Sales Promotion
Promotion
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2
Advertising
Impersonal, one-way
mass communication
about a product or
organization that is
paid for by a marketer.
Advantages Disadvantages
Can be micro-targeted
Functions
Functions of
of
Public
Public Relations
Relations
Executes
Executes
Evaluates
Evaluates public
public programs
programs to
to
attitudes
attitudes “win”
“win” public
public
Identifies
Identifies areas
areas
of
of public
public interest
interest
dealer effectiveness.
Sales
Sales Promotion
Promotion
Targets
Targets
End
End Company
Company
Consumers
Consumers Employees
Employees
Trade
Trade Customers
Customers
Contests
Contests
Premiums
Premiums
Trade
Trade Shows
Shows
Popular
Popular Tools
Tools
for
for Vacation
Vacation Giveaways
Giveaways
Consumer
Consumer Sales
Sales
Promotion
Promotion Coupons
Coupons
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2
Personal Selling
Planned presentation to
one or more prospective
buyers for the purpose
of making a sale.
Traditional
Traditional Relationship
Relationship
Selling
Selling Selling
Selling
Describe the
communication process.
Categories
Categories of
of
Communication
Communication
Interpersonal
Interpersonal Mass
Mass
Communication
Communication Communication
Communication
The
The originator
originator of
of the
the message
message in
in the
the
Sender
Sender communication
communication process.
process.
Encoding The
The conversion
conversion of of aa sender’s
sender’s ideas
ideas
Encoding
and
and thoughts
thoughts into
into aa message,
message, usually
usually
in
in the
the form
form of
of words
words oror signs.
signs.
Encoding
Encoding Message
Message Decoding
Decoding
Sender
Sender Receiver
Receiver
Message
Message Channel
Channel Message
Message
Message
Message
Channel
Channel
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Characteristics of Advertising
Advertising
Advertising
Communication
CommunicationMode
Mode Indirect
Indirectand
and non-personal
non-personal
Communication
CommunicationControl
Control Low
Low
Feedback
FeedbackAmount
Amount Little
Little
Feedback
FeedbackSpeed
Speed Delayed
Delayed
Message
MessageFlow
Flow Direction
Direction One-way
One-way
Message
MessageContent
Content Control
Control Yes
Yes
Sponsor
Sponsor Identification
Identification Yes
Yes
Reaching
ReachingLarge
LargeAudience
Audience Fast
Fast
Message
MessageFlexibility
Flexibility Same
Samemessage
messageto
toall
allaudiences
audiences
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3
Characteristics of Public Relations
Public
Public Relations
Relations
Communication
CommunicationMode
Mode Usually
Usuallyindirect,
indirect,non-personal
non-personal
Communication
CommunicationControl
Control Moderate
Moderatetoto low
low
Feedback
FeedbackAmount
Amount Little
Little
Feedback
FeedbackSpeed
Speed Delayed
Delayed
Message
MessageFlow
Flow Direction
Direction One-way
One-way
Message
MessageContent
Content Control
Control No
No
Sponsor
Sponsor Identification
Identification No
No
Reaching
ReachingLarge
LargeAudience
Audience Usually
Usuallyfast
fast
Message
MessageFlexibility
Flexibility Usually
Usuallyno
no direct
directcontrol
control
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Characteristics of 3
Sales Promotion
Sales
Sales Promotion
Promotion
Communication
CommunicationMode
Mode Usually
UsuallyIndirect
Indirect and
andnon-personal
non-personal
Communication
CommunicationControl
Control Moderate
Moderateto tolow
low
Feedback
FeedbackAmount
Amount Little
Littleto
to moderate
moderate
Feedback
FeedbackSpeed
Speed Varies
Varies
Message
MessageFlow
Flow Direction
Direction Mostly
Mostlyone-way
one-way
Message
MessageContent
Content Control
Control Yes
Yes
Sponsor
Sponsor Identification
Identification Yes
Yes
Reaching
ReachingLarge
LargeAudience
Audience Fast
Fast
Message
MessageFlexibility
Flexibility Same
Same message
messageto
to varied
varied target
target
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Characteristics of Personal Selling
Personal
Personal Selling
Selling
Communication
CommunicationMode
Mode Direct
Direct and
andface-to-face
face-to-face
Communication
CommunicationControl
Control High
High
Feedback
Feedback Amount
Amount Much
Much
Feedback
Feedback Speed
Speed Immediate
Immediate
Message
MessageFlow
Flow Direction
Direction Two-way
Two-way
Message
MessageContent
ContentControl
Control Yes
Yes
Sponsor
Sponsor Identification
Identification Yes
Yes
Reaching
ReachingLarge
LargeAudience
Audience Slow
Slow
Message
MessageFlexibility
Flexibility Tailored
Tailored to
to prospect
prospect
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Learning Objective
Target
Target
Audience
Audience
Persuading
Persuading
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Goals and Tasks of Promotion
Informing
Informing Reminding
Reminding
PLC Stages:
Stages PLC Stages:
Introduction Maturity
Early Growth Target
Target
Audience
Audience
PLC Stages:
Growth
Maturity Persuading
Persuading
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Goals and Tasks of Promotion
Informative Objective
• Increase awareness
Interest
Attention
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AIDA and the Promotional Mix
Awareness
Awareness Interest
Interest Desire
Desire Action
Action
Public
Public Very
Very Very
Very Very
Very Not
Not
Relations
Relations effective
effective effective
effective effective
effective effective
effective
Stage
Stage in
in PLC
PLC
Target
Target Market
Market Factors
Factors
Factors
Factors Type
Type of
of Buying
Buying Decision
Decision
Affecting
Affecting
Choice
Choice of
of Promotion
Promotion Funds
Funds
Promotional
Promotional Mix
Mix
Push
Push or
or Pull
Pull Strategy
Strategy
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Nature of the Product
Product characteristics
– Business product vs. consumer product
Social risk
Maturity
Sales ($)
Time
Decline
Introduction Growth
Time
Light Heavy use of Advertising, Ads AD/PR
Advertising, advertising, PR, Brand decrease. decrease
pre- PR for loyalty Sales Limited
introduction awareness; Personal Promotion, Sales
Publicity sales Selling for Personal Promotion,
promotion distribution Selling Personal
for trial Reminder & Selling for
Persuasive distribution
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Target Market Characteristics
FOR:
Widely scattered market
Informed buyers
Repeat buyers
Advertising
Sales Promotion
Complex
Complex Personal Selling
Manufacturer
Manufacturer Wholesaler
Wholesaler Retailer
Retailer Consumer
Consumer
promotes
promotesto
to promotes
promotesto to promotes
promotesto to buys
buysfrom
from
wholesaler
wholesaler retailer
retailer consumer
consumer retailer
retailer
Orders to manufacturer
PULL STRATEGY
Consumer
Consumer Retailer
Retailer Wholesaler
Wholesaler
Manufacturer
Manufacturer demands
demands demands
demands demands
demands
promotes
promotesto
to product
product product
product product
productfrom
from
consumer
consumer from
fromretailer
retailer from
fromwholesaler
wholesaler manufacturer
manufacturer
Orders to manufacturer
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Learning Objective
A method of carefully
coordinating all promotional
activities to produce a
consistent, unified message
that is customer focused.