英國市場營銷講義4個(gè)1文件英文版2002promo mix

1、MSc Marketing and ManagementThe Promotional MixTopicsElements of the mix and definitionsThe scope of sales promotionsAdvertising objectives and limitationsDeveloping and advertising campaignGaining synergy in the mixVideo casesElements of the Communications MixDefinition:A number of promotional meth

2、ods used in combination topromote a particular product through communications with individuals, groups and organisations.CustomerAdvertisingPersonal SellingSalesPromotionPublicityInternet/Online MarketingDirect MarketingPromotion - A Mix Within the MixAdvertising: Any paid form of non-personal prese

3、ntation and promotion of ideas, goods or services by an identified sponsor.Personal Selling: Personal, oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales.Publicity: Non-personal stimulation of demand for a product, service or business unit by

4、planting commercially significant news about it in a published medium or obtaining favourable presentation of it upon radio, television or stage that is not paid for by the sponsors. Sales Promotion: Those marketing activities, other than personal selling, advertising and publicity, that stimulate c

5、onsumer purchasing and dealer effectiveness, such as displays, shows and exhibitions, demonstrations, special offers and various non-recurrent selling efforts in the ordinary routine. Sales promotions act as a direct incentive to buy.The Scope of Sales PromotionsIntegrating Selling and PromotionI do

6、 not know who you are.I do not know your company.I do not know your companys product.I do not know what your company stands for.I do not know your companys customers.I do not know your companys record.I do not know your companys reputation.Now - what was it you wanted to sell me?Figure:Push-versus-P

7、ull StrategyProducer promotes aggressivelyWholesaler promotes aggressivelyRetailer promotes aggressivelyConsumerConsumerRetailerWholesalerProducer promotes aggressively toPush StrategyPull StrategyMARKETING MANAGEMENT: Analysis, Planning, Implementation, and Control, 6/E by Philip Kotler 1988 by Pre

8、ntice Hall A Division of Simon & Schuster, Englewood Cliffs, New Jersey 07632Advertising ObjectivesConvey information.Brand Identity buildingShape attitudesCreate/reinforce image positioningCreate desire for the brandEstablish or reinforce brand associationsProvide post-purchase reassuranceRemindGen

9、erate enquiriesAdvertisings LimitationsCannot create needs.Cannot reverse product/brand dislike.Must be part of an effective marketing mix.Can reinforce but not build brand loyalty.Cannot prevent long-term decline.Must have clear objectives and strategy to succeed.The Communication Process and Brand

10、 Image BuildingMessageSENDERRECEIVEREncodeDecodeMediaBrandidentityOtherSignalsFeedbackResponseBrandImageNoiseDerived from:-Doyle, P. (2000),Value Based Marketing and Schramm, W. (1971), “How Communication Works”.Developing an Advertising CampaignMessage DecisionsMessage generationMessage evaluation

11、and selectionMessage executionObjectives SettingCommunication objectivesSales objectivesAffordable approachPer cent of salesCompetitive parityObjective and taskBudget DecisionsCampaign EvaluationCommunication impactSales impactMedia DecisionReach, frequency, impactMain media typesSpecific media vehi

12、clesMedia timingElements of the Communication ProcessAWARENESSUNDERSTANDINGBELIEFACTIONStage 1Stage 2Stage 4Stage 3Stage 5FORCES OF COMMUNICATIONBARRIERSImpactForgetfulnessHostility pre-hensionApathySpecificnessCredibilityRelevanceAdapted from M McDonald, Marketing Plans, Butterworth Heinemann, 1989

13、.UNAWARENESSPromotional Mix via the Communication ProcessUNAWARENESSAWARENESSUNDERSTANDINGADVERTISINGPERSONAL SELLINGPUBLICITYSALES PROMOTIONSHiHiHiHiHiHiLowLowLowLowLowHiHiMedMedMedACTIONBELIEFAcuvue Video Case StudyUsing the various stages for developing a logical advertising campaign, analyse the Acuvue