Marketing Week 12.docx - fMarketing Week 12 Marketing...

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fMarketing Week 12 Marketing Communication The role of Promotion in the mix a way in which informs you have to chose your channels how you are communicating and what it looks like Addressing the competitive advantage Role of Promotion Marketing Communication Way you are exchanging meaning Sharing information with our consumers Mass-Pre-release commercial complain Interpersonal-going to an event, talking to a car sales person, going door to door The communication Process You are the sender - Advertising manager your job to get the message out to the consumer Encoding the Message-How am I going to say that is it a simple or a phrase to pass the message along Message Channel- I figure out which channel is going to be to reach the consumer Decoding the Message interpret the message in front of you Receiver- the end user, the media, the one decoding the message Plays into it Noise- you are not the only person, it can change about people decode your msg or there can only be so much space on where to put your messger The Feedback Channel- the receiver gives you feedback through market research, sales, social media (very fast feedback) Sender and Encoding- if you cant communicate what it is then you cant be able to sell it must be easily to decoded and clearly explained Message Transmission- how it is getting to the consumer or how it is battling the noise You are ALWAYS battling noise Receiving and Decoding- receiving the message they will interpret how they want, we all interpret individually. This creates feedback. We care about the feedback. The more you do that the more you will know Example: Dove evolution video Beauty campaign got a lot of positive feedback message was clear there is beauty inside what you see is artificial very easy to decode Dove shirt People decoded it as a dark women using the body wash and turning white Not their intent but it was a miss step
Excel gum Goals of promotion venn diagram because they overlap Inform Persuade Remind Connect Convert a need and a want Excel gum soft chew and hard chew soft chew gum is soft and in a plastic container so it doesn’t get squished in your bag Call to action- “don’t bring bad breath to the movies bring excel” Reminder promotion don’t forget “it’s a new season for bad breath” Connect when the product is mature, you want to build loyalty and to connect you to the brand “happy hockey days” with excel, lets you sign up to win hockey The Promotion Mix As you plan what is going in each bucket you get to make that decision as the market Advertising

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