Copyright Cengage Learning 2013 All Rights Reserved 1 Chapter 16: Promotional Planning for Competitive Advantage Introduction to Designed & Prepared by.

Copyright Cengage Learning 2013

All Rights Reserved

1

Chapter 16: Promotional Planning for Competitive

Advantage

Introduction to

Designed & Prepared by Laura RushB-books, Ltd.


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2

Learning Outcomes

Discuss the role of promotion in the marketing mix

Describe the communication process

Explain the goals of promotion

Discuss the elements of the promotional mix

LO1

LO2

LO3

LO4


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Learning Outcomes

Discuss the AIDA concept and its relationship to the promotional mix

Discuss the concept of integrated marketing communications

Describe the factors that affect the promotional mix

LO5

LO6

LO7

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The Role of Promotion

4

Promotions –

Communications by

marketers that informs,

persuades, and reminds

potential buyers of a

product in order to influence an

opinion or elicit a response.


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The Role of Promotionin the Marketing Mix

Overall Marketing Objectives

Overall Marketing Objectives

Marketing Mix• Product• Place• Promotion• Price

Marketing Mix• Product• Place• Promotion• Price

Target MarketTarget Market

Promotional Mix

• Advertising• Public Relations• Sales Promotion• Personal Selling

Promotional Mix



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Competitive Advantage

Unique featuresUnique features

Excellent serviceExcellent service

Low pricesLow prices

Rapid deliveryRapid delivery

High product qualityHigh product quality


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Marketing Communication

As Senders As Receivers

Develop messages

Adapt messages

Spot new communication opportunities

Inform

Persuade

Remind


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The Impact of the Internet

Web sites facilitate feedback through

analytics.

Social media allow marketers to

personalize feedback channels.


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Goals of Promotion

InformingInforming RemindingReminding

PersuadingPersuading

TargetAudienceTarget

Audience

PLC StagesPLC Stages:Introduction Early Growth

PLC Stages:PLC Stages:Growth Maturity

PLC Stages:PLC Stages:Maturity

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The Promotional Mix

Combination of promotion tools used to reach the target

market and fulfill the organization’s overall goals.



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Advertising

Any form of impersonal (one-way) paid

communication in which the sponsor or company is identified.


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Public Relations

The marketing function that evaluates

public attitudes, identifies

areas within the organization

that the public may be

interested in, and executes a program

of action to earn public understanding

and acceptance.


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Personal Selling

A purchase situation involving

a personal, paid-for

communication between two

people in an attempt to

influence each other.


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Sales Promotion

Online

http://www.nabiscoworld.com

Marketing activities– other than personal selling, advertising,

and public relations– that stimulate consumer buying

and dealer effectiveness.


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http://www.nabiscoworld.com/

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The AIDA Concept

AIDA Concept (Attention, Interest,Desire, Action)- Model that outlines

the process for achieving promotionalgoals in terms of stages of consumer

Involvement with the message.


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Integrated Marketing Communications

The careful coordination of all promotional

messages to assure the consistency of messages at every contact point where a

company meets the consumer.


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IMC Popularity Growth

• Proliferation of thousands of media choices

• Fragmentation of the mass market

• Slash of advertising spending in favor of promotional techniques that generate immediate response


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Factors Affecting the Choice of Promotional Mix

Nature of the productNature of the product

Stage in PLCStage in PLC

Target market factorsTarget market factors

Type of buying decisionType of buying decision

Promotion fundsPromotion funds

Push or pull strategyPush or pull strategy


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Target Market Characteristics

For…

Widely scattered market

Informed buyers

Brand-loyal repeat purchasers

AdvertisingAdvertising

Sales PromotionSales Promotion

Less Personal SellingLess Personal Selling


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Type of Buying Decision

Advertising

Sales PromotionRoutineRoutine

Personal Selling

Neither Routinenor Complex

Neither Routinenor Complex

Advertising

Public Relations

Print AdvertisingComplexComplex


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Copyright Cengage Learning 2013 All Rights Reserved 1 Chapter 16: Promotional Planning for Competitive Advantage Introduction to Designed & Prepared by.

Documents

rights reserved slide

maturity slide

learning outcomes

goals of promotion

role of promotion

marketing activities

marketing function

sales promotion online