Beruflich Dokumente
Kultur Dokumente
Chapter Sixteen
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Using Effective Promotions
McGraw-Hill/Irwin
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LAUREL RICHIE
Girl Scouts of America
Profile
Joined the Girl Scouts after developing campaigns for American Express and Campbells Soup.
Her biggest challenge is to communicate with girls through channels unheard of when the organization was formed.
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PROMOTION in an ORGANIZATION
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Integrated Marketing Communication (IMC) -Combines the promotional tools into one comprehensive strategy. IMC is used to: - Create a positive brand image. - Meet the needs of consumers. - Meet the strategic marketing and promotional goals of the firm.
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DEAR MR. POSTMAN
Steps in Launching a Direct-Mail Campaign
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ADVERTISING in the FIRM
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IMPACT of ADVERTISING
Total advertising expenditures exceed $294 billion yearly.
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Consumers benefit because production costs of TV programs, radio programs, newspapers and magazines are paid for by advertisers.
Marketers choose ad media that will reach the target market.
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ILL SPONSOR YOU
The Price of Sports Endorsements
Amount per Deal $ Several Million $1 - $4 Million $1 - $4 Million $ Several Million $100,000 $500,000
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Athlete Tiger Woods Yao Ming Michael Phelps Lebron James Shawn Johnson
Source: Conde Nast Portfolio.
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What it is
From retail stores to consumers From manufacturers to wholesalers and retailers c From manufacturers to other manufacturers
B2B
Institutional
Product
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Category
Advocacy Comparative
What it is
Supports a particular view of an issue Compares competing products Customer-oriented ads that allows customers to choose information to receive Computer ads featured on different sites
Interactive
Online
Mobile
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% of Total Ad Spending
21.6 16.4
3
4 5 6
Newspaper
Cable TV Radio Yellow Pages
42,147
21,718 18,635 14,705
14.3
7.4 6.3 5.0
7
8
Consumer Magazine
Internet Other Total
14,106
12,722 58,311 294,376
4.8
4.3 19.8 100.0
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MATCH GAME
Match the Company with the Slogan
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ITS a DOGS LIFE
Famous and Not-so-Famous Dogs in Advertising
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Pooch
Nipper Tige Chihuahua Spuds McKenzie
Company
RCA Buster Brown Shoes Taco Bell Bud Light
McGruff
Duke Bullseye
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POPULAR ADVERTISING MEDIA
TV advertising is still the dominant media.
Digital Video Recorders (DVRs) challenge TV advertising because viewers can skip them.
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*Infomercials
and Online Advertising LG2
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INFOMERCIAL HALL of FAME
The Biggest Hits Over the Past 40 Years
Infomercials LG2
The Clapper
Thigh Master George Foreman Grill Bowflex
Source: Fortune Magazine, April 13, 2009.
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GLOBAL ADVERTISING
Requires marketers to develop a single product and promotional strategy to implement worldwide. Problems can arise in global markets with using one advertising campaign in all countries - especially bad translations.
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Marketers are gaining a competitive advantage by touting their efforts for the environment.
Mars Drinks promotes its efforts to use less water, send less waste to landfills and help customers reduce their own energy waste. First Global Direct competes with large rivals because of their efforts to make operations more eco-friendly.
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PERSONAL SELLING
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Salespeople need to listen to customer needs, help reach a solution and do everything possible to make the transaction as simple as possible.
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*Steps in the
Selling Process LG3
*Steps in the
Selling Process LG3
6. Follow up
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*Steps in the
BUY THIS!
Successful Selling Strategies
Selling Process LG3
Know your competition Understand your customers business Differentiate your product or service Sell to the people most likely to buy Build relationships Put the right people in the right selling spots
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*Steps in the
WHOOPS!
Sales Slip-Ups
Selling Process LG3
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*Steps in the
Selling Process LG3
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PROGRESS ASSESSMENT
Progress Assessment
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What are the four traditional elements of the promotion mix? What are the three most important advertising media in order of dollars spent? What are the seven steps in the B2B selling process?
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attitudes, changes policies and procedures in response to the public, and executes a program of action and information to earn public understanding and acceptance.
PUBLICITY
*Publicity: The
Talking Arm of PR LG4
Advantages of Publicity:
Free
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DISADVANTAGES of PUBLICITY
*Publicity: The
Talking Arm of PR LG4
No control over whether the media will use a story or when they may release it. It can be good or bad. Once a story has been run, it isnt likely to run again.
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SALES PROMOTIONS
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Sampling
Sweepstakes
In-store Displays
Contests
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CLIP THESE
Most Visited U.S. Coupon Clearing Sites
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PROGRESS ASSESSMENT
Progress Assessment
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What are the three steps in setting up a public relations program?
What are the sales promotion programs used to reach consumers? What sales promotion programs are used to reach businesses?
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Word-of-Mouth Promotion -- People tell others about products they have purchased.
Word-of-Mouth is important for products like:
- Restaurants - Daycare and Eldercare
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Viral Marketing LG6
People who promote through viral marketing often receive SWAG which can include free tickets, shirts, and other merchandise.
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BLOGS, PODCASTS, and E-MAILS
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FRESH-BAKED PROMOTION
Spotlight on Small Business
Amy Scherber of Amys Bread cant afford to outsource her promotions, so she needs to get creative. She sends newspaper editors stories about her company and has an assortment of company shirts. She builds strong word-of-mouth by keeping in touch with her community members.
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GOING DIGITAL
Reaching Beyond Our Borders
Agencies like Publicis Groupe knew they had to move forward into the digital age.
Publicis bought Digitas, an interactive ad agency, and tried to blend the firms. Publicis created the Global Marketing Navigator and simplifies masses of data from clients and measures the programs effectiveness.
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PROGRESS ASSESSMENT
Progress Assessment
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Whats viral marketing?
What are blogging and podcasting?
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