Marketing Twenty Six(promotion Mix)xp

PROMOTION MIX

Ten Leading Advertisers(U.S) in 2005

• • • • • • • • • •

Leading advertisers in 2005(India) by media spend were: Hindustan UniLever ($99m) Dabur India ($24m) Maruti Udyog (Suzuki) ($27m) Bajaj Auto ($24m) Pepsico ($27m) Hero Honda ($23m) LG Electronics ($25m) Nokia ($22m) Procter & Gamble ($25m) Paras Pharmaceuticals ($22m)

Promotion Persuasive Communication

Any form of communication a business or organization uses to inform, persuade, or remind people about its

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Promotion

Pontia c

Communication 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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Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson

Objectives of Promotion • • • • • • •

Create Awareness Stimulate Demand Encourage Product Trial Identify Prospects Retain Loyal Customers Facilitate Reseller Support Combat Competitive Promotional Efforts • Reduce Sales Fluctuations

What 4 things does promotion usually tell us? • • • •

How to use the product Where the product is available The quality of the product Other important information: • • • •

Price Materials or Ingredients Warnings or Hazards Sizes, Colors, Styles

Pull vs. Push Promotional Strategy

Pull - directing promotion at target market in effort to get customers to seek product from channel members

Push - directing promotion at channel members in effort to get them to promote product to target

Push is the job of • The sales force • Sales promotions to the trade • Trade shows and training and incentives • Public relations, etc. Pull is the job of: • Advertising • Sales promotion to the consumer • Public relations, etc.

Promotional Mix – a combination of the different types of promotion

• • • • •

Personal Selling Advertising Direct marketing Sales promotion Public relations

Factors That Affect The Promotion Mix Type of Product Stage in the Product Life Cycle Target Market Characteristics Actions of Competitors Available Funds

The AIDA Concept

Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.

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AIDA and the Promotional Mix Awareness Interest

Desire

Action

Advertising

Very effective

Very effective

Somewhat effective

Not effective

Public Relations

Very effective

Very effective

Very effective

Not effective

Sales Promotion

Somewhat effective

Somewhat effective

Very effective

Somewhat effective

Personal Selling

Somewhat effective

Very effective

Very effective

Very effective

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Comparison of Communication Methods

Characteristics of the Elements in the Promotional Mix

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Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson

Relative importance of promotion tools in consumer versus industrial markets

Advertising

Mass persuasive communication paid for by an identified sponsor that makes use of various media

• PRINT AD OF CANON

Simplified Rating Sheet for Ads (Attention) How well does the ad catch the reader’s attention?

___ (20)

(Read-through) How well does the ad lead the reader to read further?

___ (20)

(Cognitive) How clear is the central message or benefit?

___ (20)

(Affective) How effective is the particular appeal?

___ (20)

(Behavior) How well does the ad suggest follow-through action?

___ (20) | 0

Poor ad

| 20

| 40

| 60

Mediocre Average ad ad

Good ad

| 80

| 100

Great ad

___Total

Task • Identify three best print ads and three best TV ads in India for the year 2007

THANK YOU, but…………… ………..