Promotion Mix
Promotion Mix
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Developing Effective Communication
Step 1: Identifying the Target Audience
Affects decisions related to what, how, when, and where message will be said, as well as who will say it
Step 2: Determining Communication Objectives
Six buyer readiness stages
15 - 3
Developing Effective Communication
Step 3: Designing a Message
AIDA framework guides message design Message content contains appeals or themes designed to
produce desired results
Rational appeals (Bajaj gives maximum mileage) Emotional appeals
Love, pride, joy, humor, fear, guilt, shame
Moral appeals (Child relief and You - CRY)
15 - 4
Developing Effective Communication
Step 3: Designing a Message
Message Structure: Key decisions are required with respect to three message structure issues:
Whether or not to draw a conclusion - leave question to buyer One-sided vs. two-sided argument - give both sides of the coin , let the buyer decide
Order of argument presentation - problem - answer or answer to
all problems
Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.
15 - 5
Developing Effective Communication
Step 4: Choosing Media
Personal communication channels
Includes face-to-face, phone, mail, and Internet chat communications
Word-of-mouth influence is often critical Buzz marketing cultivates opinion leaders
Nonpersonal communication channels
Includes media, atmosphere, and events
15 - 6
Developing Effective Communication
Step 5: Selecting the Message Source
Highly credible sources are more persuasive A poor spokesperson can tarnish a brand
Step 6: Collecting Feedback
Recognition, recall, and behavioral measures are assessed
May suggest changes in product/promotion
15 - 7
Advertising
Public relations
Promotion Mix
Sales Promotion
Personal selling
Advertising
any paid form of non personal communication that seek to inform customers and persuade them regarding itself, product offering and services that it offer.
Advantages through Promotion
Large audience is attracted. The cost per viewer/reader is low. A large number of alternate media are available. Standardized format.
Disadvantages
Inflexible Large investments Demographic &cultural factors affected due to large geographic areas.
Sales Promotion
It is an activity or material that acts as direct inducement offering added value or incentive to customers for a limited period of time.
Objectives of Sales Promotion
To introduce new products To attract new customers and retain the existing ones To maintain sales of seasonal products To meet the challenge of competition:
Sales Promotion Techniques
Consumer Oriented Samples Coupons Premium Contests Refund/rebate Bonus Pack Price off deals Trade Oriented Contests dealer incentives Trade allowance POP display Training program Trade show Cooperative advertisement
Event marketing
Frequency Programs
Advantages of Sales Promotion
It can produce short-term results. Competitors are using sales promotions. Sales promotions are attractive to price-conscious consumers. Can enhance/facilitate retail salesmanship which is often of low quality.
20 - 15
Personal Selling
Personal selling is one to one communication for the purpose of explaining, informing, & demonstrating in order to make a successful transaction.
Major Steps in the Selling Process
Public Relations
Public relations entail any communication that fosters a favorable image for the retailer among its public (consumers, investors, government, channel members, employees etc). It may be personal or non personal, paid or non paid & sponsor controlled or non sponsor controlled.
Direct Marketing
Definition
One-on-one communication in which offers are tailored to the needs of narrowly defined segments. Seeks a direct, immediate, and measurable consumer response. Can take many different forms.
Forms of Direct Marketing
Advantages of Direct Marketing
Powerful tool for building customer long-term customer relationships Enables true micromarketing efforts
Can reach prospects at just the right moment
Provides access to buyers unreachable through other channels Minimizes wasted reach Effectiveness is easily measured
Publicity
Publicity is a form of public relations that includes any communication about an organization or its products that is presented by the media but is not paid for by the organization.
20 - 22
Strengths of Publicity
Can announce new products, recognize employees, report good results, breakthroughs. Key Benefits: Lower cost than advertising or personal selling. Increased readership; advertising ignored often. More information. Timeliness.
20 - 23
Weaknesses of Publicity
Some loss of control over message. Limited exposure; only happens once. Not free; preparation costs.
20 - 24
Factors in setting Promotion mix
Type of product Buyer readiness stage
Product life cycle stage