MKT 8112 Class

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MKT 8112 -- Class 12

• Marketing Management

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Class Objectives

• How should the promotional mix be managed?
• How do we develop and evaluate advertising?
• Case Study

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The Promotional Mix
Advertising
Personal Selling
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Response Models
Communi- cations Model d
AIDA Model a
Innovation- Adoption Model c
Hierarchy-of- Effects Model b
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Designing the Message
Message Content Rational Appeals Emotional
Appeals Moral Appeals
Message Structure Draw Conclusions Argument
Type Argument Order
Message Format Layout, Words, Sounds, Body
Language
Message Source Expertise, Trustworthiness, Cong
ruity
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Push Versus Pull
Producer
Push Strategy
Producer
Pull Strategy
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Consumer Promotion
Consumer-Promotion Objectives
Consumer-Promotion Tools
Entice Consumers to Try a New Product
Lure Customers Away From Competitors Products
Get Consumers to Load Up on a Mature Product
Hold Reward Loyal Customers
Consumer Relationship Building
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Trade Promotions
Trade-Promotion Tools
Trade-Promotion Objectives
Persuade Retailers or Wholesalers to Carry a
Brand
Give a Brand Shelf Space
Promote a Brand in Advertising
Push a Brand to Consumers
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Effect of Consumer Deal
10- 8- 6- 4- 2- 0
Brand share
Long-run postpromotion period
Immediate postpromotion period
Promotion period
Prepromotion period
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Business-to-Business Promotion
Business-Promotion Objectives
Business-Promotion Tools
Generate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople
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Advertising

• Any paid form of nonpersonal presentation and
  promotion of ideas, goods, or services by an
  identified sponsor.

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Objectives Setting
Decisions in Advertising
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Advertising Objectives

• Specific Communication Task, with a Specific
  Target Audience and a Specific Period of Time

Informative Advertising Build Primary Demand
Persuasive Advertising Build Selective Demand
Reminder Advertising Keeps Consumers
Thinking About a Product.
Comparison Advertising Compares One Brand to
Another
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Ad Effectiveness

• Ads principally offer long term benefits while
  sales promotions are short term
• Ads do offer some short term impact
• Pull ad if no short term effect

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Types of Audiences

• Nonusers
• Loyal Customers
• Competitors Loyalists
• Switchers
• Emergent consumers

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Ad Effectiveness

• Ad frequency has little impact on loyalist
  switching
• Ads are more believable if congruent with
  surroundings
• Negative ads often are more noticed and remembered

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and then we assemble all the mice at this
little table for a focus group.