Marketing Communication Mix or Promotion Mix

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Marketing Communication Mix or Promotion Mix
Products Design
Products Price
Stores that Sell the Product
Products Package
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Setting the Promotion Mix
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Promotion Mix Strategies

Push Strategy
Pull Strategy
Strategy that Calls for Spending A Lot on
Advertising and Consumer Promotion to Build Up
(Pull) Consumer Demand.
Strategy that Calls for Using the Salesforce and
Trade Promotion to Push the Product Through the
Channels.
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The Changing Communications Environment
Marketers Have Shifted Away From
Mass Marketing Less Broadcasting

• Two Factors
• are Changing the Face of Todays
• Marketing Communications

Improvements in Information Technology Has Led
to Segmented Marketing More Narrowcasting
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The Need for Integrated Marketing Communications

• With Integrated Marketing Communications (IMC),
  the Company Carefully Integrates and Coordinates
  Its Many Communications Channels to Deliver a
  Clear, Consistent, and Compelling Message About
  the Organization and Its Product or Service.

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A View of the Communications Process
Marketers View Communications as the Management
of the Customer Relationship Over Time Through
the Following Stages
Preselling
Selling
Post- Consumption
Consuming
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Elements in theCommunication Process
SENDER
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Steps in Developing Effective Communication
Step 1. Identifying the Target Audience
Step 2. Determining the Communication
Objectives Buyer Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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Steps in Developing Effective Communication
Step 3. Designing a Message
Message Content Rational Appeals Emotional
Appeals Moral Appeals
Message Structure Draw Conclusions Argument
Type Argument Order
Message Format Headline, Illustration, Copy,
Color Body Language
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Steps in Developing Effective Communication
Step 5. Selecting the Message Source
Step 6. Collecting Feedback
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Setting the Total Promotion Budget
One of the Hardest Marketing Decisions Facing a
Company is How Much to Spend on Promotion.
Affordable
Based on What the Company Can Afford
Percentage of Sales Based on a Certain
Percentage of Current or Forecasted Sales
Objective-and-Task Based on Determining
Objectives Tasks, Then Estimating Costs
Competitive-Parity Based on the
Competitors Promotion Budget
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Major Advertising Decisions (Fig. 15.1)

• Message Decisions
• Message Strategy
• Message Execution

• Objectives Setting
• Communication objectives
• Sales Objectives

• Budget Decisions
• Affordable Approach
• Percent of sales
• Competitive parity
• Objective and task

• Campaign Evaluation
• Communication Impact
• Sales Impact

• Media Decisions
• Reach, Frequency, Impact
• Major Media Types
• Specific Media Types
• Media Timing

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Setting Advertising Objectives
Persuasive Advertising Build Selective
Demand i.e Sony CD Players
Informative Advertising Inform Consumers or
Build Primary Demand i.e CD Players
Advertising Objective Specific Communication Task
Accomplished with a Specific Target Audience
During a Specific Period of Time
Reminder Advertising Keeps Consumers
Thinking About a Product i.e. Coca-Cola
Comparison Advertising Compares One Brand to
Another i.e. Avis vs. Hertz
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Developing Advertising Strategy Creating Ad
Messages
Plan a Message Strategy General Message to Be
Communicated to Customers
Develop a Message Focus on Customer
Benefits
Creative Concept Big Idea Visualization or
Phrase Combination of Both
Advertising Appeals Meaningful Believable Distin
ctive
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Developing Advertising Strategy Message Execution
Testimonial Evidence
Slice of Life
Turning the Big Idea Into an Actual Ad to
Capture the Target Markets Attention and
Interest.
Scientific Evidence
Lifestyle
Typical Message Execution Styles
Fantasy
Technical Expertise
Personality Symbol
Mood or Image
Musical
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Advertising StrategySelecting Advertising Media
Step 1. Decide on Reach, Frequency, and Impact

Step 2. Choosing Among Major Media Types Media
Habits of Target Consumers, Nature of the
Product, Types of Message, Cost
Step 3. Selecting Specific Media
Vehicles Specific Media Within a Given Type, i.e.
Magazines. Must Balance Media Cost Against Media
Factors Audience Quality Attention, Editorial
Quality
Step 4. Deciding on Media Timing Scheduling of
Advertising Over the Course of a Year Pattern of
Ads Continuity or Pulsing
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Evaluating Advertising
Advertising Program Evaluation
Communication Effects Is the Ad
Communicating Well?
Sales Effects Is the Ad Increasing Sales?
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What is Sales Promotion ?

Sales Promotion is a Mass Communication Technique
That Offers Short-Term Incentives to Encourage
Purchase or Sales of a Product or Service. Offers
Reasons to Buy Now.
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Major Consumer Sales Promotion Tools
Sample
Trial amount of a product
Coupons
Savings when purchasing specified products
Cash Refunds
Refund of part of the purchase price
Price Packs
Reduced prices marked on the label or package
Premiums
Goods offered free or low cost as an incentive to
buy a product
Advertising Specialties
Articles imprinted with an advertisers name
given as gifts
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Major Consumer Sales Promotion Tools
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What is Public Relations?

Public Relations Involves Building Good Relations
With the Companys Various Publics by Obtaining
Favorable Publicity, Building Up a Good Corporate
Image, and Handling or Heading Off Unfavorable
Rumors, Stories, and Events.
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Major Public Relations Functions
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Major Public Relations Tools
News
Web Site
Speeches
Special Events
Public Service Activities
Corporate Identity Materials
Written Materials
Audiovisual Materials