Marketing bán hàng - Chapter 14: Promotion — introduction to integrated marketing communications

Chapter 14: Promotion —Introduction to Integrated Marketing CommunicationsWhen you finish this chapter, you should14-2Chapter 14 Objectives 1. Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning.2. Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods.3. Understand the importance of promotion objectives. 4. Know how the communication process affects promotion planning.5. Understand how direct-response promotion is helping marketers develop more targeted promotion blends. 6. Understand how new customer-initiated interactive communication is different. 7. Know how typical promotion plans are blended to get an extra push from middlemen and help from customers in pulling products through the channel. 8. Understand how promotion blends typically vary over the adoption curve and product life cycle. 9. Understand how to determine how much to spend on promotion efforts.10. Understand the important new terms.Exhibit 14-114-3Basic Promotion MethodsTargetMarketPricePromotionPlaceProductSalesPromotionPersonalSellingPublicityAdvertisingMassSellingExhibit 14-2Aimed at middlemenPrice dealsPromotion allowancesSales contestsCalendarsGiftsTrade ShowsMeetingsCatalogsMerchandising aidsAimed at finalconsumers or usersContestsCouponsAisle displaysSamplesTrade showsPoint-of-purchase materialsBanners and streamersTrading stampsSponsored eventsAimed at company’sown sales forceContestsBonusesMeetingsPortfoliosDisplaysSales aidsTraining materials14-4Sales Promotion ActivitiesExhibit 14-3A 0PriceQuantityD2D1A. To be more inelasticPromotion efforts may be targeted to make demand for the firm’s products more inelastic and so more resistant to counter-moves by the competition.14-5Promotion and the Demand CurveExhibit 14-3B0PriceQuantityDDB. to the right14-6Promotion efforts may be targeted to increase the demand for the firm’s products.Promotion and the Demand CurveExhibit 14-3C0PriceQuantityDDC. Both to the right and more inelasticPromotion efforts may be targeted to both increase demand for the firm’s products and to make demand more inelastic14-7Promotion and the Demand CurveExhibit 14-30PriceQuantityD0PriceQuantity0PriceQuantityD2D1DDDB. to the rightA. To be more elasticC. Both to the right and more elastic14-8Promotion and the Demand CurvePromotion and the AIDA ModelExhibit 14-4Promotion Objectives Adoption Process AIDA ModelInformingPersuadingRemindingAttentionInterestDesireActionAwarenessInterestEvaluationTrialDecisionConfirmation}}{14-9Exhibit 14-5FeedbackReceiverDecodingMessagechannelEncodingSourceNoise14-10The Traditional Communication ModelExhibit 14-6EncoderDecoderCommonframe ofreferenceThe same message may be interpreted differently by the encoder and the decoder14-11Message InterpretationExhibit 14-7NoiseSource’sMessageSearchSelect atopicMessagechannelReceiver(Customer)14-12Customer-Initiated Interactive Communication Push-Pull StrategiesExhibit 14-8WholesalerPromotionPushWholesalerPromotionPushRetailerPromotionPushFinalConsumerPullBusinessCustomerPullPromotion toBusiness CustomersPromotion toFinal CustomersPromotion toChannel MembersProducer’s Promotion BlendPersonal Selling, Sales Promotion, Advertising, Publicity14-13Exhibit 14-9Time14-14The Adoption CurvePercent AdoptionInnovators(3-5%)EarlyAdopters(10-15%)EarlyMajority(34%)LateMajority(34%)Laggards/Nonadopters(5-16%) 05205090Setting the Promotion BudgetTask MethodUncommitted ResourcesPer UnitMatch CompetitorsPercentage of Sales????????????????????14-15ReceiverNoiseEncodingDecodingMessage ChannelPushing PullingAdoption Curve Innovators Early Adopters Early Majority Late Majority Laggards NonadoptersPrimary DemandSelective DemandTask MethodPromotionPersonal SellingMass Selling Advertising PublicitySales PromotionSales ManagersAdvertising ManagersPublic RelationsSales Promotion ManagersIntegrated Marketing CommunicationsAIDA ModelCommunication ProcessSourceKey Terms14-16