The Marketing Mix

1. The Marketing Mix The 4 P’s Promotion

2. Learning Objectives • Identify differences between sales promotion and advertising, above-the-line and below-the-line promotion • Analyse different promotional tools and discuss their effectiveness • Prepare an appropriate promotional mix

3. Start with this • Speak to the people on your table and find out what they think was the best form of promotion they have seen • Ask them to explain why

4. Preying on those addicted

5. Does sex sell…cigarettes? Manipulation of the media

6. Promotion • The use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform customers and persuade customers to buy • Promotional objectives should aim to • Increase sales by raising customer awareness of a new product • Remind customers of an existing product and its distinctive qualities • Encourage increased purchases • Demonstrate the superior specification or qualities of a product compared to those of competitors • Create or reinforce brand image • Correct misleading reports • Develop or adapt public image • Encourage retailers to stock and actively promote products to the final consumer

7. Objectives of Promotion Wants to learn more about product Product purchased Notify target market about product Wants to own the product

8. Objectives of Promotion Wants to learn more about product Product purchased A Awareness I Interest D Desire A Action Notify target market about product Wants to own the product

9. What’s the Marketing objective? Cola – be yourself Lynx

10. What’s the Marketing objective? Stroke Sign of advice Citroen C4 Robotic dancing

11. The Marketing Funnel Above the Line (ATL) Aware (Inform) Express Interest (Interact) Below the Line (BTL) Take Action (Buy) Return (Buy Again) Talk (Word-of-Mouth)

12. Two ‘types’ of promotion… Above the line • Uses independent media • Aimed at a wide audience Below the line • Uses media that the company has some form of control over

13. Above the line • This uses advertising • Advertising is using any paid form of non-personal presentation • Uses media that company has little direct control over • There is informative advertising and persuasive advertising although they go hand in hand

14. Above the line • Which media to use? • Limited resources restrict options • Choosing the right media means considering a number of factors • Cost • Profile of the target audience • Type of product and the message to be communicated • Other aspects of the marketing mix • The law and other constraints

15. Below the line • Promotion that is not a directly paid for means of communication but based on short term incentives to purchase • E.G. sales promotion techniques

16. Below the Line • Uses all forms other than advertising • Includes • Direct mail • Exhibitions • Sales promotion • Branding • Merchandising • Packaging • Sponsorship Exhibitions don’t have to be boring

18. Advantages Wide coverage Control the message Repetition Used to build brand loyalty Disadvantages Expensive Impersonal One way communication Lacks flexibility Limited capacity to close the sale Benefits and problems for above the line promotion

19. Advantages Higher customer attention Message is customised Interactivity Potential to develop a relationship Adaptable Opportunity to close a sale Disadvantages Labourintensive Expensive Can only reach a limited number of customers Benefits and problems for below the line promotion

20. Task • Tell me your immediate thought of the • Target market and • promotional methodused • For the following items

21. For example - Playstation • Target market • teenage boys • Promotional method • games magazines

22. Task • Bowling • Toothpaste • Airline travel • Dishwasher liquid • Crisps • Dating Agency • Local farmers market target market and promotional method used….

23. Viral Marketing – e-commerce! • network-enhanced word of mouth • Amazon.com encourages their customers to "send a book to a friend"

24. TASK In groups of 2 – 3, using either an above the line technique or a below the line technique, create an advertisement for the cigarette brand Luck Strike

25. http://workbench.cadenhead.org/news/3495/mad-men-smoke-smoke-smoke-cigarettehttp://workbench.cadenhead.org/news/3495/mad-men-smoke-smoke-smoke-cigarette

26. Promotional Mix The combination of promotional techniques that a firm uses to communicate the benefits of its products to customers

27. Promotional Mix • Eight stages in deciding on a promotional mix • Decide on the image of the product • Develop a profile of the target market • Decide on the messages to communicate • Set an appropriate budget • Decide how the messages should be communicated • Establish how the success of the promotional mix is to be assessed • Undertake the promotional plan and the mix elements of it • Measure its success

28. The Promotional Mix Messages to Customers & Public Support Each Other Promotional Goals Persuade, Remind, Inform the Market about Products Create a Positive Public Image Advertising Public Relations Sales Promotion Direct Marketing Personal Selling

29. Promotion and the product life cycle