200083 Lecture Notes - Lecture 12: Sales Promotion, Direct Marketing, Nonprofit Organization
Communicating customer value-Advertising and PR
1)Define the five promotion mix tools for communicating customer value
2)discuss the changing communications landscape and the need for integrated
marketing communications
3)describe and discuss the main decisions involved in developing an advertising
program
4)explain how companies use PR to communicate with their publics
1)5 promotion mix tools for communicating customer value includes:
Advertising-any paid form message to promote ideas of goods and service
Sales promotion-short term incentives to encourage sale of product
Personal selling-personal presentation-building customer relationships
Direct marketing-direct connections with careful targeted consumers-cultivate lasting
relationships
PR-making good relationship with customers various publics-obtaining favourable publicity,
building good corporate image
IMC-touch points refer to any brand contact with potential to deliver a message,whether
good,bad or indifferent
2)changing communication landscape
factors changing consumer landscape-consumers changing, better informed, marketing
strategies are changing, changes in communication technology-causing changes way
companies/customer communicate with eachother
shifting mc model-
tv-mass media,is declining
audiences are shifting
viewers are gaining control of message exposure through dvr-skip commercials
advertisers-are shifting advertising budgets from tv- favour of interactive,enganging,targeted
media
need for imc-
1)align pricing,distribution,communication for specific message.
Message detailing product benefit what made up of .
2)how communicate with customers and relevant businesses-messages on cups,via trade
publications
3)distribution
4)pricing
contact points for customer to come in contact with brands-message
imc ties all companies messages and images
requires company to carefully intergrate communication channels to deliver compelling
message
Nature of each promotional tool
Advertising-reach mass markets at low cost,seller can repeat message many time
Large scale ad-popular about sellers
Consumers view advertised products as more legimitate
Carry out one way communication with audience,costly
Personal selling
ADV: effective at certain stages of buyer process-building buyers convictions,preferences
-buyer feels greater need to listen and respond
DIS:sales forces requires longer term commitment than advertising
-most expensive promotion tool
Sales promotion:
ADV: contests,premiums, vouchers,discounts-many forms
-strong incentives for brand switching +influence trial of product
boost sales
quick response-immediate market share
DIS: not effective as personal selling and sales promotion
PR:very believable-sponsorships, events,new-more believable than ads
Reach many prospects
Direct marketing: immediate
Customised
Interactive
Promotion Mix strategies-
Push strategy-company pushes product to reseller via marketing activities ( personal selling
,trade promotion )who push it to consumers (by personal selling, sale promotion)
Pull strategy-company promote direct ally to consumers creating a demand vacuum that pulls
the product through the channel
Main advertising decisions
Objectives setting-
Communication objectives, sales objectives,
Document Summary
1)define the five promotion mix tools for communicating customer value. 2)discuss the changing communications landscape and the need for integrated marketing communications. 3)describe and discuss the main decisions involved in developing an advertising program. 4)explain how companies use pr to communicate with their publics. 1)5 promotion mix tools for communicating customer value includes: Advertising-any paid form message to promote ideas of goods and service. Sales promotion-short term incentives to encourage sale of product. Direct marketing-direct connections with careful targeted consumers-cultivate lasting relationships. Pr-making good relationship with customers various publics-obtaining favourable publicity, building good corporate image. Imc-touch points refer to any brand contact with potential to deliver a message,whether good,bad or indifferent. Message detailing product benefit what made up of . 2)how communicate with customers and relevant businesses-messages on cups,via trade publications. 4)pricing contact points for customer to come in contact with brands-message imc ties all companies messages and images requires company to carefully intergrate communication channels to deliver compelling message.
