1、CarlsonMarketing Management(Marketing 360)Professor Kurt CarlsonPromotionCarlsonPromotional MixMarketing MixPromotional MixCarlsonTodays Agenda:7 Steps to Better Promotions1.Identify Target Audience2.Determine the Communication Objective3.Design the Message4.Decide on the Promotional Mix5.Allocate t
2、he Promotional Budget6.Measure the Results7.Manage and Coordinate the ProcessCarlson1.Identify Target AudiencePotential new buyersCurrent usersInfluencers People who may not buy but influence decisions of those who may Rosie,Bryant Gumble,and Tickle Me ElmoCarlson1.Audience Communication IssuesWhat
3、information do they need?How must the message be structured for it to be decoded as we wish?Carlson2.Set the ObjectivesHierarchy of effects modelAwarenessKnowledgeLikingPurchaseConvictionPreferencePostPurchaseCognitionActionAffectID the impediment to purchaseand remove it!Carlson2.Poor v.Well Define
4、d ObjectivesPOORLY DEFINED-Increase awareness-Motivate purchaseWELL DEFINED-Increase awarenessamong 18-32 year olds by 25%within 90 days-Increase market share of first time buyers from 2%to 5%in 1 year.Terminology:Reach(80%)Gross Rating Points(200)Average Frequency(2.5 times)Carlson3.Designing the M
5、essageContent:What to say?-Theme or IdeaStructure:How to say it logically?-Conclusion Drawing,One vs.Two Sided Messages-Appeal(Rational,Emotional,Moral)Format:How to say it symbolically?-Print(Color,Headline,Illustration,Demonstration,Testimonial)-Radio(Voice,Script,Background Sounds)-TV(All above)S
6、ource:Who should say it?-Credibility-FamiliarityCarlson3.Designing the MessageWho Should Say It?Someone who has high recognition elicits positive affect is appropriate for the product is credible for the domainCarlson4.Decide On Promotional MixPromotional Mix Methods of Promotion Objectives and Meth
7、od Effectiveness Promotional Tools Pros&Cons of Various MediaPromotional Strategy Pull PushCarlson4.Methods of PromotionAdvertising Public,Pervasive,Expressive,ImpersonalPersonal Selling Personal,Cultivative,Responsiveness of BuyerSales Promotion Communication,Incentive,InvitationPublicity and Publi
8、c Relations Credibility,Reach,DramatizationCarlson4.Method EffectivenessConsumerProductsIndustrialProductsAdvertisingHighMediumPersonal SellingMediumHighSales PromotionHighMediumPublicity and PRLowLowCarlson4.AIDAS and Method EffectivenessAdvertisingAwarenessInterestDesireActionPersonalSellingSalesP
9、romotionPublicityGoodPoorAverageSatisfactionCarlson4.The Most Common Promotional Methods Go Head to HeadAdvertising-Builds equity-Benefit emphasis-High marketer control-End-user is target-Pull-May work slowlyTrade Promotion-Not much equity built-Price emphasis-Low marketer control-Trade is target-Pu
10、sh-Usually effective immediatelyCarlson4.Advertisement Evaluation020406080100Draw:How well does the ad catch the viewers attention?Attention:How well does the ad keep the viewers attention?Cognitive:How clear is the central message or benefit?Affective:How effective is the particular appeal?Behavior
11、:How well does the ad suggest follow-through action?_20_20_20_20_20Examples:Commercials and room key.Carlson|-|-|-|-|-|-|12 3 4 5 67 Im lostI sort of I can teach get it.this stuff.Understanding PollCarlson4.Sales Promotion(Sampling)Carlson4.Sales Promotion(Coupons)Promote TrialDeal PronenessHurdles
12、Automatically Segment Buyers_AdvertisingSalesPublicity Personal Promotion Selling _Print&broadcast ads Contests,games,Public relations Sales Packaging-outer sweepstakesSpeeches presentationsPackaging inserts lotteriesSeminars Sales meetingsMailingsPremiums&giftsAnnual reports TelemarketingCatalogsSa
13、mplingCharitable Incentive programsMotion picturesFairs/trade shows donations Salesmen samplesHouse magazinesExhibits Fairs&trade showsBrochures&bookletsDemonstrationsPosters&leafletsCouponingDirectoriesRebatesReprints of adsLow-interest financingBillboardsEntertainmentDisplay signsTrade-in allowanc
14、esPoint of purchase displaysTrading stampsAudiovisual materialTie-insSymbols&logos4.Examples of Promotional ToolsCarlson4.Profiles of Major Media TypesNewspapersAdvantages:Flexibility,timeliness;good local market coverage;broad acceptance,high believabilityLimitations:Short life;poor reproduction qu
15、ality;smallpass-along audienceTelevisionAdvantages:Combines sight,sound,motion;high attention;high reach;appealing to sensesLimitations:High absolute costs;high clutter;fleeting exposure;less audience selectivityDirect MailAdvantages:Audience selectivity;flexibility,no ad compe-tition within same me
16、dium;allows personalizationLimitations:Relative high cost;“junk mail”imageCarlson4.Profiles of Major Media TypesRadioAdvantages:Mass use;high geographic and demographic selectivity;low costLimitations:Audio only;fleeting exposure;lower attention;nonstandardized rates;fragmented audiences MagazinesAd
17、vantages:High geographic and demographic selectivity;credibility and prestige;high-quality reproduction;long life;good pass-along readershipLimitations:Long ad purchase lead time;waste circulation;no guarantee of positionOutdoorAdvantages:Flexibility;high repeat exposure;low cost;low message competi
18、tionLimitations:Little audience selectivity;creative limitationsCarlson4.Profiles of Other MediaMediumYellow PagesBrochuresTelephoneInternetAdvantagesLocal&Low CostFull control&FlexiblePersonal touchInteractive&Low costLimitationsHeavy competitionRun away costsHigh costsNew mediaSource:Adapted from
19、Kotler(2000)Carlson4.Other Media:InternetharrypotterCarlson|-|-|-|-|-|-|12 3 4 5 67 Im lostI sort of I can teach get it.this stuff.Understanding PollCarlsonManufacturerWholesalerRetailerCustomerPushFlow ofdemandstimulationPromotion is directed at intermediariesManufacturerWholesalerRetailerCustomerP
20、ullFlow ofdemandstimulationPromotion directed atcustomers4.Push v Pull Promotional StrategiesCarlson5.Set the BudgetAffordable methodPercentage of sales methodCompetitive parity methodObjective and task method Define specific objectives Determine tasks necessary to achieve objectives Estimate costs
21、of performing these tasksCarlson5.Allocation of Promotional$s01020304050601986889092942019Year%of total expendituresMedia AdvTrade PromoCons.PromoCarlson5.Budget:Ad Expenditures(2019)Cable&Broadcast TV$50.4B Daily Newspapers$46.2B Direct Mail$41.4B Misc.(weeklies)$13.0B Radio$8.0B Yellow Pages$5.9B
22、Magazines$5.3B Internet$0.9B Outdoor$0.8BTotal Spending=$215BSource:NAA(newspapers)Carlson6.Measure the ResultsAwareness and attitude objectives Pre-promotion level vs.post-promotion levelBehavioral objectives Changes in sales(noisy)Test marketsCarlson7.Manage the ProcessHave contingency plans in pl
23、ace Tweak the marketing mix Tweak the message source format structureIf these fail,consider changing:Message content Target audienceCarlson|-|-|-|-|-|-|12 3 4 5 67 Im lostI sort of I can teach get it.this stuff.Understanding PollCarlsonKey Take Aways7 Steps in developing a promotional plan Identify target Set objectives Design message Determine promotional mix Allocate budget Measure results Manage the process
