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Marketing

This learning module discusses the elements of the promotional mix, communication process, promotional goals and tasks, and factors affecting the promotional mix. It also covers the effects of advertising on market share and consumers, major types of advertising, creative decisions in advertising campaigns, and media evaluation and selection techniques.

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Marketing

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  1. Marketing 12 Communications &Advertising Prepared by Deborah Baker Texas Christian University

  2. Learning Objectives • 1. Discuss the elements of the promotional mix and their role in the marketing mix • Describe the communication process • Explain promotional goals and tasks, and the AIDA concept • Describe the factors that affect the promotional mix

  3. Learning Objectives • 5. Discuss the effects of advertising on market share and consumers • 6. Identify the major types of advertising • Discuss the creative decisions in developing an advertising campaign • Describe media evaluation and selection techniques

  4. Overall Marketing Objectives • Promotional Mix • Advertising • Public Relations • Sales Promotion • Personal Selling • Promotion Plan • Marketing Mix • Product • Distribution • Promotion • Price Target Market The Role of Promotion 1

  5. Advertising Public Relations Sales Promotion Personal Selling Promotional Mix Online http://www.nabiscoworld.com 1

  6. Advertising Media Traditional Advertising Media ElectronicAdvertising Media • Internet • Electronic mail • Interactive video • Television • Radio • Newspapers • Magazines • Books • Direct mail • Billboards • Transit cards 1

  7. Evaluates public attitudes Identifies areas of public interest Executes programs to “win” public Functions of Public Relations 1

  8. Free samples Contests Premiums Trade Shows Vacation Giveaways Coupons Sales Promotion End Consumers Company Employees Trade Customers 1

  9. Traditional Selling Relationship Selling Personal Selling 1

  10. Noise Sender EncodingMessage Message Channel Decoding Message Receiver Feedback Channel The Communication Process Online http://www.mcdonalds.com 2

  11. Informing Reminding Target Audience Persuading Goals and Tasks of Promotion 3

  12. Action Desire Interest Attention The AIDA Concept $$$ Online http://www.nascar.com http://www.kelloggs.com 3

  13. Nature of the product Stage in PLC Target market factors Type of buying decision Promotion funds Push or pull strategy Factors Affecting the Choice of Promotional Mix 4

  14. Advertising • U.S. advertising expected to reach $300 billion per year in 2006 • Top 200 brands account for 37 percent of media spending • The advertising industry is small—only 13,000 employed in advertising agencies • Ad budgets of some firms exceed over $2 billion per year—over $6 million per day! 5

  15. Institutional Advertising Designed to enhance a company’s image rather than promote a particular product. Product Advertising Designed to tout the benefits of a specific good or service. Major Types of Advertising 6

  16. Pioneering Competitive Comparative • 2 Product Advertising Online http://www.pizzahut.com http://www.papajohns.com 6

  17. Determine the advertising objectives Make creative decisions Make media decisions Evaluate the campaign Steps in Creating an Advertising Campaign 7

  18. Define target audience Define desired percentage change Define the time frame for change Setting Objectives: The DAGMAR Approach 7

  19. Identify product benefits Develop and evaluate advertising appeals Execute the message Evaluate the campaign’s effectiveness Creative Decisions 7

  20. Newspapers Magazines Radio Television Outdoor Media Internet Alternative Media Major Types of Advertising Media 8

  21. Cost Per Contact Reach Frequency • 2 Media Mix Decisions Audience Selectivity Online http://www.pizzahut.com http://www.papajohns.com 8

  22. Continuous Flighted Pulsing • 2 Media Scheduling Seasonal 8

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