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Promotions Decisions

Explore the key elements in the communication process and promotions mix. Learn about promotions messages, execution styles, media choices, and promotional objectives with relevant examples and insights.

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Promotions Decisions

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  1. Promotions Decisions • Elements in the communication process • Promotions mix • The promotions message • Executions style • Media choice? • Promotional objectives Tim Friesner - Consumers, Markets, and the Business Environment

  2. Elements in the Communication Process Media Sender Encoding Decoding Receiver Message Noise Feedback Response Tim Friesner - Consumers, Markets, and the Business Environment

  3. Sender - party sending the message • Encoding - message in symbolic form • Message - word, pictures and symbols that the sender transmits • Media - the communication channel e.g radio • Decoding - receiver assigns meaning to symbols encoded by the sender Tim Friesner - Consumers, Markets, and the Business Environment

  4. Response - reaction of the receiver after being exposed to the to the message • Feedback - the part of the receiver’s response after being communicated to the sender • Noise - unplanned static or distortion during the communication process e.g. competitor action (Creature Comforts?) Tim Friesner - Consumers, Markets, and the Business Environment

  5. Promotions Mix • Personal selling • Telemarketing • Direct mail • Trade fairs and exhibitions • Commercial television • Newspapers and magazines • Radio • Cinema • Point of sale displays • Packaging Tim Friesner - Consumers, Markets, and the Business Environment

  6. The Promotional Message Grab ATTENTION Excite INTEREST Create DESIRE Prompt ACTION AIDA Tim Friesner - Consumers, Markets, and the Business Environment

  7. Execution styles • Slice of life e.g. OXO • Lifestyle e.g. After Eight mints • Fantasy e.g .Turkish Delight • Mood or image e.g. Timotei shampoo • Musical e.g .Gap • Personality symbol e.g. Richard Branson Tim Friesner - Consumers, Markets, and the Business Environment

  8. Technical expertise e.g.Vorsprung durch Technik - Audi • Scientific evidence e.g. Whiskers • Testimonial evidence e.g. Ian Botham Tim Friesner - Consumers, Markets, and the Business Environment

  9. Media choice? • Marketing objectives • Definition of problem e.g falling awareness • Evaluation of different tools • choice of optimum mix of promotional methods • Integration into overall marketing communication programme Tim Friesner - Consumers, Markets, and the Business Environment

  10. Exercise - What beliefs and expectations do you have about the following brands? How far are these due to promotion as opposed to personal experience? • Fairy liquid • Persil washing powder • Midland Bank • Virgin Radio • Nissan • Tesco Tim Friesner - Consumers, Markets, and the Business Environment

  11. Promotional objectives • To support sales increases • To encourage trial • To create awareness • To inform about a feature or benefit • To remind • To reassure • To create an image • To modify attitudes Tim Friesner - Consumers, Markets, and the Business Environment

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