(Elements of the Promotional Mix (10))
1) Sales Promotion
2) Advertising
3) Product Placement
4) Direct Marketing
5) PR
6) Event Sponsorships
7) Publicity
8) Personal Selling
9) Point of Purchase
10) Digital
Stages of the basic communication model (6)
1) Sender sends message (ad agency)
2) Encode (convert idea to words and pictures)
3) Choose message channel (in-store display, tv, radio)
4) Decode (interpret message)
5) Arrives at reciever (customer or consumer)
6) Reciever gives feedback to sender
!) Interference/Noise: Friends, other ads, leave room, switch channel…
Role of communication in marketing/stages of marketing communication to consumers (8)
1) Unawareness
2) Awareness
3) Knowledge
4) Liking or disliking
5) Develop a preference
6) Conviction
7) Purchase
8) Repeat purchase
Major communication tools (5)
1) Advertising
2) Personal selling
3) Sales promotion
4) Public relations
5) Direct and digital marketing
Communication tool: Advertising - description (6)
- reaches masses of buyers at low costs per exposure
- builds long-term image for a product
- can trigger quick sales
- has a public nature and is viewed as legitimate
- very expressive
- impersonal and lacks the direct persuasiveness of salespeople
Communication tool: Personal selling - description (4)
- personal interaction between two or more people
- allows all kinds of customer relationships to spring up
- buyer feels a greater need to listen and respond
- most expensive promotion tool
Communication tool: Sales promotion - description (6)
- wide assortment of tools with unique qualities
- attracts consumer attention
- offers strong incentives to purchase
- used to dramatize product offers and boost sales
- invites and rewards quick response
- short-lived-effects, less effective than advertising or personal selling in building long-term relationships
Communication tool: Public relations - description (4)
- very believable to readers
- can dramatize a company or product
- reaches many prospects
- effective and economical when well thought out
Communication tool: direct and digital marketing - description (2)
- more targeted and interactive
- immediate and personalized
Two communication strategies
Push strategy: Manufacturer ->(flow of demand stimulation, flow of promotion, mainly personal selling)-> Wholesaler -> Retailer -> Consumer
Pull strategy: Manufacturer Consumer
Advertising or communication decisions/ The 5 Ms of Advertising (5)
Objectives setting -> budget decisions -> Message decisions and media decisions -> advertising evaluation
1) Mission (Set sales goals and advertising objectives)
2) Money (Do we have the funds, market share and consumer base?)
3) Message (What do we want to say with our marketing?)
4) Media (What time, what medium, frequency, location?)
5) Measurement (What was the impact?)
Advertising Strategy Decisions - Message&Media / Objectives of a marketing message (4)
- inform/educate/persuade consumers
- targeted at AIDA (awareness, interest, demand, action)
- break through the clutter
- merge message with entertainment
Approaches of creative messages/appeals
- rational approach
- emotional approach
- humor
- sexual
- fear …
Public relations Objectives
Marketers -> Press influence -> Consumers
- promote goodwill
- promote a product/service
- for internal communications
- counteract negative publicity
- lobby
Good examples of PR (3)
- cheerios: world without dieting
- lego: sustainable non-plastic bricks
- starbucks: college degree
Bad examples of PR (4)
- epipen prices raised considerably
- samsung: exploding battery
- nike: tennis dress
- VW: emission cheating
