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Adapting the promotional mix

Adapting the promotional mix. Promotional planning (Hansen 2001). Objectives. Budget. Media selection. Message. Promotional mix. Agency selection. Evaluation. What needs to be decided. Objectives based on STP strategy market entry/distribution (push or pull) Budget

jolene-rasmussen
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Adapting the promotional mix

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  1. Adapting the promotional mix

  2. Promotional planning (Hansen 2001) Objectives Budget Media selection Message Promotional mix Agency selection Evaluation

  3. What needs to be decided • Objectives • based on STP strategy • market entry/distribution (push or pull) • Budget • estimated market size, share sales revenue • or capacity, utilisation, frequency • use % sales method • take into account PLC stage?

  4. Message adaptationafter Schramm, Terpstra Cultural Language Legal Economic Competitive Media factors Coding Decoding Receiver Needs Perceptions Attitudes Sender Objectives Credibility Feedback

  5. Coding factors • Cultural expectations of advertising (Usunier) persuasive, informative, or ‘dream-orientated’ • viewing habits - attention span • pre- or post-literate culture • wide or limited choice • perceived risk - involvement • Language, concepts, symbols • Message = facts + noise (Anholt, Admap Oct 1993) The noise - the style, idiom and humour- is untranslatable

  6. Legal restrictionsSee European Advertising and Media Yearbook • Based on cultural attitudes ‘publiphobia’ • Voluntary or statutory systems • What can be advertised • How it can be advertised • comparative advertising • price-led promotions • direct marketing databases • Where

  7. Agency selectionSee Marketing 29/3/01 p 24-25 • Global one-stop shops - WPP, Interpublic, Havas • offer integrated global campaigns through the line • investment in high production values (Guinness) • or bland global imagery that says nothing? • Sounds like “a foreigner speaking through an interpreter”? • Local agencies can tap into local cultural values “which don’t change just because people share a taste for Chicken McNuggets” • Solve local marketing problems • eg consumer perceptions (Skoda) • adapt quickly to changing markets

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