Beruflich Dokumente
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PROMOTION
Learning Objectives
Understanding the
obstacles that advertising
messages face
Understanding the
choices facing marketing
managers regarding
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Promotional objectives
Promotional message
Media choice
Advertising and promotion
spending
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Sales
Coupons
Rebates
Premiums
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Personal selling
Public relations
Direct marketing
Purchase
Sales promotion
Point-of-purchase
(POP) displays
Post-purchase
Increase
repurchase
propensity
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DESIGNING THE
ADVERTISEMENT(S)
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SPECIFYING
ADVERTISING
OBJECTIVES
SETTING THE
ADVERTISING
BUDGET
Lars Perner, Instructor 5
Television
Conventional advertisements
Infomercials
Sponsorship programming
Placements
In programming
Superimposed
Radio
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Magazines
Newspapers
Outdoor
Internet
Point-of-purchase
Other
Movie theaters
On other products
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SENDER
Mktg mgr
Advertising mgr
Advertising
agency
ENCODING
THE
MESSAGE
Advertisement
Coupon
Sales presentation
Press release
Store display
MESSAGE
CHANNEL
DECODING
THE
MESSAGE
Media, Salesperson
Retail store
News program
Receiver
interpretation of
the message
RECEIVER
Customers
Media audience
News media
Clients
CHANNEL
FEEDBACK
Text, p. 211..
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Existence
Benefits
Functions
Technology
Brand attitude
Favorable beliefs about the
brand
Overall
Relative to competitors
Product category or
brand trial
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Brand preference
Willingness to pay a premium
for the brand
Resistance to competitor
promotions (e.g., sales,
coupons)
Willingness to buy under less
convenient circumstances
Increase in product
category or brand usage
Quantity used
Frequency used
Scope of uses
Maturity
Advertising and
public relations
awareness
Sales promotion
trial
Personal selling
distribution
Decline
Growth
Text, p. 217
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Advertising
persuasion,
reminder
Sales promotion
market share
Advertising and PR
brand loyalty
Less emphasis on
sales promotion
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Reduction in
advertising and
PR
More emphasis
on sales
promotions
temporary sales
Quantity used
Calcium supplements
Milk
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Frequency used
Cosmetics
Deodorant
Wine
Greeting cards
Phone calls
Cell phone minutes
Call to family/friends
Hotels, airlines
Conference calls
Car engine oil
Canned soup
Lars Perner, Instructor 10
Communications Objectives
Informing
Persuading
Awareness
Interest
Benefits
Other information
Preference based on
competitive
advantages
Brand switching or
prevention of brand
switching
Reminding
Trigger memories
Maintain preference
and buying habits
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Humor appeal
A way to get attention to the
advertisementbut the
consumer may remember
the humor and not what the
product featured was
Adding beliefs
Classical conditioning
(association)
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Fear appeal
To be effective:
Feared stimulus must be
of medium intensity
enough to motivate
action but not so intense
that the individual tunes
out the ad
A clear solution must be
offerede.g., use
Listerine to avoid
tooth loss due to
gingivitis
Repetition
Celebrity endorsements
Lars Perner, Instructor 12
Product
important or
expensive?
Low
elaboration
Yes
High
elaboration
No
Yes
No
Celebrity
endorsements
more likely to be
effective
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Is endorser
congruent with
product
endorsed?
Unlikely to be
effective
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More likely
to be
effective
Lars Perner, Instructor 13
Possible redesign
Carrying out advertisement
Full service agencies
Limited service agencies
In-house
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0.4
l y es
e
v
i ven
t
a
l c ti
e
R ffe
e
h
g
i
Saturation
Point
Too little to do
much good
0.2
0
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5
10
15
Amount of Advertising Spending
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20
25
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Scanner data
Increase in sales
Lab studies:
(but it may be
impossible to separate effects of
different simultaneous ads)
Recall
Attitude toward product
Preference
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