MKT245 Principles of Marketing Chapter 8 Promotion
Discern the functions of various promotional tools Define the elements of the promotional mix Defend the importance of personal selling Describe the elements of sales management Learning Objectives
Promotion is a broad term that applies to all forms of marketing communications that inform and persuade a consumer to purchase the seller’s product and services. Marketing communications are various forms of informing, persuading, and reminding customers and prospective customers about products and services. What is Promotion?
TV advertising for Burger King or Wendy’s Newspaper inserts with weekly grocery specials Radio ads for a concert Internet click-through ads Facebook page for a school or company Examples of Promotion
Today, best practices in marketing communications call for: ◦ Use of a Promotional Mix that includes advertising, personal selling, direct marketing, sales promotion, and public relations . (five forms of marketing communications) ◦ Integrated marketing communications (IMC) of a single message consistently delivered across all channels: Traditional print and broadcast media (TV, newspaper) Internet-based media (web-sites, social media, email) Specialized and support media (outdoor advertising, direct mail, point-of-sales messages) Promotional Mix and IMC
The Five Elements of the Promotional Mix
Promotional objectives guide the choices marketers make as they develop and implement the communications program. Promotional objectives are related to the marketing or communications objectives. The marketing objectives might include introducing a new product, positioning or repositioning a brand, or supporting the sales force or a new distribution partner. The choices of promotional mix elements will help accomplish the marketing objectives. What are Promotional Objectives?
Marketing communications experts use models that focus on the communications objectives. One frequently used model is the AIDA model : ◦ Awareness – making consumers aware of the product category or brand choices within it. ◦ Interest – conveying information that affirms to consumers that the product category or brand offers value and solves a problem. ◦ Desire – creating a longing in the consumer to at least try the product category or brand. ◦ Action – motivating purchase or repurchase behaviors. Communications Objectives
Creativity is the ability to present messages in fresh and unique ways that are appropriate to the company, product, service, or brand. The creative process involves two key elements: 1. Appeal is the central element of the message, including the promotional offer if one is intended. In general, there are twos types of appeal – rational and emotional 2. Execution is the method through which the appeal is presented in ways that will attract the attention and hold the interest of the receiver. Creative executions come in many forms, including testimonials, humor, and animations.