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CHAPTER 8

CHAPTER 8. INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING AND SALES PROMOTION. Promotion Strategy. Make aware of a product Inform benefits Convince buyers Entice buyers to purchase product ADVERTISING COST PER TOUSAND REACH AND FREQUENCY. Promotion Mix. Advertising

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CHAPTER 8

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  1. CHAPTER 8 INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING AND SALES PROMOTION

  2. Promotion Strategy • Make aware of a product • Inform benefits • Convince buyers • Entice buyers to purchase product • ADVERTISING COST PER TOUSAND • REACH AND FREQUENCY

  3. Promotion Mix • Advertising • efficient, but expensive • Personnel Selling • persuasive, but cost per contact is high • Sales Promotion • stimulate demlife, but it has short impact • Publicity • low cost, but it may be uncontrollable

  4. Advertising: Planning and Strategy • Printed and electronic media • Reach large number of people to inform, to persuade or to remind • Non-personal representation to gain a competitive advantage in the marketplace • May be used to educate consumer

  5. Objectives of Advertising • Generalist viewpoint • concern with sales, profits, return on investment • Specialist viewpoint • concern with measuring the effects of advertising on special advertising campaign • Marketing management approach • understands the other views; however, views advertising as a competitive weapon

  6. Creating The Message • Awareness: information • Aid comprehension and Interest:getting readers’ attention • Induce conviction:Understanding benefits and need/want satisfaction • Develop desire: Attitudes-trial • Produce Action: Purchase

  7. Advertising Decision • Size of the advertising budget • Allocating the budget • percent of sales • per-unit expenditures • all you can effort • competitive parity • research approach • cost and advertising effect comparison • the task approach

  8. Media Decision and Effective Promotion Management choice and strategies are used for effective media choice. Successful ad campaigns have two tasks: • Say the right things in the ads • Use appropriate media in the right amount, at the right time to reach target market

  9. Media Decision and Effective Promotion (cont.) • Message strategy • it is a communication process and it should depends upon consumers’ behaviors and motivation • Source • Message • Encoding • Media sources Noise • Receiver • Decoding

  10. Media Mix • The nature of the product: • Complex products can not be advertised on billboards. • Nature and size of target market. • Available advertising budget. • Availability of media. • Types of media: • Radio, TV, Magazine, Newspaper, billboard

  11. Media Mix(cont.) • Newspaper • flexible and timely, but short life • broad acceptance and use, but small audience • Radio • Audience selectivity, but audio presentation only • low cost, but less attention than the TV

  12. Media Mix(cont.) • Television • combination of sight, sound and motion, but expensive • Mass audience coverage, but it has short life. Magazines • high geographic and demographic selectivity, bur some waste circulation • Quality of readership, but long closing period • pass-along readership, but no guarantee of position • Direct Mail • audience selectivity, but high cost • personalized, but consumers spent little attention • Outdoor • flexible and cheaper, but no selectivity of audience

  13. The Message • Product Feature-intangible/tangible • Psychological Features-fear,love, humor • Association-celebrities • Message consistency • Opinion leaders-carry the message • Word-of-mouth communication • Message selection

  14. Sales Promotion • Push/pull strategy • Trade show promotion • POP displays • Contests • Trade shows • Sales meetings • Advertising allowances

  15. Consumer Promotions • Sampling • Price deals • Bonus packs • Rebates and refunds • Sweepstakes and contests • Premiums • Coupons

  16. Sales Promotions (cont.) • What can sales promotions do? • Generate long-term buyer commitment • Change sales trend • Convince buyers to buy unacceptable products • make-up for a lack of advertising and sales support

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