CHAPTER 14 : PROMOTION

I. Promotuion mix and IMC

- The promotion mix is also the mkt comunication mix
+ Advertising : change attitude, brand awareness
+ Sale promotion : change bahavior
+ Personal selling : presentations, trade shows, incentive
+ Public relations : bên thứ 3 nói về doanh nghiệp còn quảng cáo thì doanh nghiệp tự khen mình
+ Direct and digital mkt
=> Summaries của chapter có định nghĩa và đặc điểm (học)
II. IMC
The new marketing communications model
+ Consumer are changing : they are better informed and more communications-empowwered
+ MKt strategíe are changing : as mass mkt have fragmented, mkters are shfting away from mass mkt
+ Changes in digital technology : are causing changes in the ways in which cpny and customer
communicate with each other
The need for integrated marketing communications
+ IMC requires the company carefully integrates its many communication channels to deliver a clear,
consistent and compelling message about the organisation and its products.
A view of the communication process
Sender(a person has an idea to communicate) => Encoding idea become a key message =>
Reciever(who decodes it based on their own)
but trong qtrinh này sẽ bị NOISE : Reciever feedback Sender
VD : Honde(đưa chiếc xe mới ra thị trường với thông điệp chiếc xe đồng hành với người xa quê về ăn
tết) => Đen Vâu => KH hiểu được là đen vâu muốn truyền tải
Steps in developing effective marketing communication
1. Identifying the target audience
- Who audience ? curent users or potentail buyer, individual, groups, special publics or general public
- What will be said ?
- How/When/Where it will be said ?
- Who will say it ?
2. Determining the communication objectives
- The target audience may be in any of six buyer-readiness stages : awareness , knowledge , liking ,
preference , conviction and purchase
3. Designing a message
- AIDA model : Awareness, Interest, Desire, Action
=> When putting a message together, the marketing communicator must decide what to say
(message content) and how to say it (message structure and format)
4. Chosing media
Setting the total promotion budget and mix
Setting the total promotion budget
Affordable method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method