Marketing Chapter 16 (Marketing Communications)

Promotional Strategy
A plan for the optimal use of the elements:
1) Advertising
2) Public Relations
3) Personal Selling
4) Sales Promotion
Competitive Advantage:
1) High Product Quality
2) Rapid Delivery
3) Low Prices
4) Excellent Service
5) Unique Features
Communication:
The process by which meanings are exchanged or shared through a common set of symbols
Categories of Communication:
1) Interpersonal Communication
2) Mass communication
Goals and tasks of promotion:
Persuade, Inform and remind the target audience
Informative Promotion:
-Increase awareness
-explain how product works
-suggest new uses
-build company image
Persuasive Promotion:
-Encourage brand switching
-Change customers perceptions of product attributes
-influence immediate buying decision
-persuade customers to call
Reminder promotion:
-Remind customers that product may be needed
-Remind customers where to buy product
-Maintain customer awareness
Promotional Mix:
Combination of promotional tools used to reach the target market and fulfill the organizations overall goals. Includes:
-Advertising
-Public relations
-Personal selling
-Sales promotion
-Social media
Advertising:
Usually distributed through traditional media but also:
-websites
-emails
-blogs
Public Relations:
Evaluates public attitudes, identifies areas within the organization that public may be interested in, and executes a program to earn public understanding
Personal Selling:
Planned presentation to one or more prospective buyers for the purpose of making a sale.
Sales Promotion:
Marketing activities— other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness
Social Media:
Promotion tools used to facilitate conversations among people online
AIDA Concept:
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
-Attention
-Interest
-Desire
-Action
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
Factors Affecting the Choice of Promotional Mix:
-Nature of the product
-Stage in PLC
-Target market characteristics
-Type of buying decision
-Promotion funds
-Push or pull strategy
Type of Buying Decisions:
Routine:
-Advertising
-Sales Promotion

Neither Routine nor complex:
-Advertising
-Public relations

Complex:
-Personal Selling
-Print Advertising