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Principles of marketing MKTG 8e joe hair carl mcdaniel chapter 015

Marketing
Communications

Chapter 15
Lamb, Hair, McDaniel
2014-2015

1

© Cengage Learning 2015. All Rights Reserved.


1

Discuss the role of promotion in the
marketing mix

2

Describe the communication process


3

4

Explain the goal and tasks of
promotion
Discuss the elements of the
promotional mix
© 2015 by Cengage Learning Inc. All Rights Reserved.

2


5

Discuss the AIDA concept and its
relationship to the promotional mix

6

Discuss the concept of integrated
marketing communications

7

Describe the factors that affect the
promotional mix

© 2015 by Cengage Learning Inc. All Rights Reserved.

3


The Role of Promotion in
the Marketing Mix

Discuss the role of
promotion in the
marketing mix


4

© 2015 by Cengage Learning Inc. All Rights Reserved.

1


The Role of Promotion
Promotional Strategy

1
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5


Exhibit 15.1
Role of Promotion in the Marketing Mix

1
6
© 2015 by Cengage Learning Inc. All Rights Reserved.


Competitive Advantage
High
High product
product quality
quality
Rapid
Rapid delivery
delivery
Low
Low prices
prices
Excellent
Excellent service
service
Unique
Unique features
features
1
© 2015 by Cengage Learning Inc. All Rights Reserved.

7


Marketing Communication

Describe the
communication
process

8

© 2015 by Cengage Learning Inc. All Rights Reserved.

2


Communication
The process by which
meanings are
exchanged or shared
through a common set
of symbols.

2
© 2015 by Cengage Learning Inc. All Rights Reserved.

9


Marketing Communication
Categories
Categories of
of
Communication
Communication

Interpersonal
Interpersonal
Communication
Communication

Mass
Mass
Communication
Communication

2
© 2015 by Cengage Learning Inc. All Rights Reserved.

10


Marketing
Communication
As Senders

As Receivers

 Inform

 Develop messages

 Persuade

 Adapt messages

 Remind

 Spot new
communication
opportunities

2
© 2015 by Cengage Learning Inc. All Rights Reserved.

11


Exhibit 15.2
Communication Process

2
12
© 2015 by Cengage Learning Inc. All Rights Reserved.


Communication and the
Internet
Traditional advertising Internet and
model:
social media
advertising:
•Impersonal
•Numbers driven
•Unquantifiable consumer
behavior

•Personal
•Direct
communication
•Feedback driven
•Highly visible
communication

2
© 2015 by Cengage Learning Inc. All Rights Reserved.

13


The Goals of Promotion

Explain the goals and
tasks of promotion

3
14

© 2015 by Cengage Learning Inc. All Rights Reserved.


Goals and Tasks of Promotion
Informing
Informing

Reminding
Reminding

Target
Target
Audience
Audience

Connecting
Connecting

Persuading
Persuading

3
© 2015 by Cengage Learning Inc. All Rights Reserved.

15


Goals and Tasks
of Promotion
Informing
Informing

Reminding
Reminding
PLC Stages:

PLC Stages:
Stages
Introduction
Early Growth

Maturity

Target
Target
Audience
Audience
PLC Stages:

PLC Stages:
Stages

Growth
Maturity

All

3

Connecting
Connecting

Persuading
Persuading

© 2015 by Cengage Learning Inc. All Rights Reserved.

16


Goals and Tasks of Promotion
Informative Promotion


Increase awareness



Explain how product works



Suggest new uses



Build company image

3
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17


Goals and Tasks of Promotion
Persuasive Promotion


Encourage brand switching



Change customers’ perceptions of
product attributes



Influence immediate buying decision



Persuade customers to call

3
© 2015 by Cengage Learning Inc. All Rights Reserved.

18


Goals and Tasks of Promotion
Reminder Promotion


Remind customers that product
may be needed



Remind customers where
to buy product



Maintain customer awareness

3
© 2015 by Cengage Learning Inc. All Rights Reserved.

19


Goals and Tasks of Promotion
Connect Promotion


Form relationships through
social media



Encourage transparent
information exchange



Customers become brand
advocates

3
© 2015 by Cengage Learning Inc. All Rights Reserved.

20


The Promotional Mix

Discuss the
elements of the
promotional mix

4
21

© 2015 by Cengage Learning Inc. All Rights Reserved.


The Promotional Mix

4
© 2015 by Cengage Learning Inc. All Rights Reserved.

22


Advertising
Most commonly distributed by
traditional media, though
increasingly through nontraditional media, such as Web
sites, e-mail, blogs, and
interactive video kiosks in malls
and supermarkets.

4
© 2015 by Cengage Learning Inc. All Rights Reserved.

23


Advertising Media
Traditional
Advertising Media











4

Television
Radio
Newspapers
Magazines
Pay-per-click
advertising
Banner
advertising
Direct mail
Billboards
Transit
advertising

New Advertising
Media






Web sites
E-mail
Blogs
Interactive
video kiosks

© 2015 by Cengage Learning Inc. All Rights Reserved.

24


Advertising
Advantages

Disadvantages

 Reach large number
of people

 Total cost is high

 Low cost per
contact

 National reach is
expensive for small
companies

 Can be microtargeted

4
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25


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