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© 2009 South-Western, Cengage LearningMARKETINGMARKETING
1
Chapter 15
EFFECTIVE PROMOTIONEFFECTIVE PROMOTIONMEANS EFFECTIVE COMMUNICATIONMEANS EFFECTIVE COMMUNICATION
15-1 Promotion as a Form of Communication
15-2 Types of Promotion
15-3 Mixing the Promotional Plan
CHAPTER
15
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
2
Focus Questions:What kind of person
comes to mind when you think of the Marine Corps?
How does this ad compare with your preconceptions?
Sometimes a company must overcome well-established perceptions to persuade people to try its product. What barriers do you think the Marines are challenging with this ad?
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© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
3
PROMOTION ASA FORM OF COMMUNICATION
GOALSGOALSExplain the function of promotion as part of
the marketing mix.Describe the communication process and
identify its eight elements.Explain the three roles of promotion in
marketing.Define the two types of communication that
are important to marketers.
15-1
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
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Promotion as Part of the Marketing Mix
PromotionInformPersuadeRemind
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
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Promotion Is a Form of Communication
SenderMessageEncoding by the senderMessage channelReceiver Decoding by the receiverNoiseFeedback
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
6
The Communication Process
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
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Types of Communication
Interpersonal communicationTwo-way communicationInvolves two or more people in some kind of
person-to-person exchangeMass communicationOne-way communicationInvolves communicating to huge audiences,
usually through mass media
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
8
TYPES OF PROMOTION
GOALSGOALSExplain the advantages and disadvantages of
advertising as a type of promotion.Describe the ways that public relations can be used
to generate publicity. Identify the benefits and drawbacks of using personal
selling to promote a product or service.Explain the advantages and disadvantages of using
short-term incentives as sales promotions.
15-2
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
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Advertising
Advantages of advertisingDisadvantages of advertising
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
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Examples ofMass Media Advertising
AmbientDirect mailInternetOutdoorPrintRadioTelevision
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
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Public Relations
Advantages of public relationsDisadvantages of public relations
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
12
Personal Selling
Advantages of personal sellingDisadvantages of personal selling
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
13
Sales Promotion
Advantages of sales promotionDisadvantages of sales promotion
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
14
MIXING THEPROMOTIONAL PLAN
GOALSGOALSExplain the five major factors that affect
the promotional mix.Describe the seven steps in the
promotional planning process.
15-3
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
15
Elements of the Promotional Mix
AdvertisingPersonal sellingPublic relationsSales promotion
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
16
The Promotional Mix
Promotional objective
Target marketMarketing mixCompany philosophyResources
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
17
Promotional Planning
The promotional plan is a carefully arranged sequence of promotions designed around a common theme responsive to specific objectives.
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 15
18
The Steps in Promotional Planning
Evaluate the results
Implement the promotional plan
Develop the promotional mix
Set the promotional budget
Identify promotional objectives
Select the target market
Research and analyze the market