Ex be the coach ex iron man 3 purpose of promotion 1

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Ex) be the coach Ex) iron man 3 Purpose of promotion 1. Inform prospective buyers 2. Persuade them to try 3. Remind them of the benefits ° Promotion seeks to rotate/shift the demand curve ° ex) miller lite - if you’re not drinking miller lite you’re missing the point of drinking light beer o it’s a movement on the demand curve because they are trying to generate a new demand o makes it more inelastic- they aren’t rying to increase beer consumption, they are trying to add value to miller lite so that you prefer that ex) Rom - mix of shift and movement of demand o reach 67% of population within 2 weeks o gained valuable media coverage o 79% increase in sales in a month o facebook likes increased 300% o became romania’s most popular chocolate bar o “the taste of coolness” o annoying American punch lines, it was a joke, they put the Romania flag back on the product
The communication model Key promotional decisions o target audience receives code, processes it, makes decision o ex) rosetta stone- targeted to travel, people who enjoy challenges use rosetta stone- 2 ads 2 groups field of experience o similar understanding and knowledge shared between sender and receiver ° Promotional mix variables ° drawbacks to PR o to get the media to actually pick it up
o you don’t control the message (Charles barkley saying that weight watchers was a scam when he thought his mic was off) sales promotion o very flexible direct marketing o its own field, based on the fact that its data driven, finds an addressable and measurable media ex) campaigns o jay z case study put his pages of his biography on landmarks of where the story actually was cadilaac painted with lyrics, Gucci custom jacket integrated online site with clues to the next page bing is trying to ° Factors affecting differential use of promotional mix variables Who is the target audience? o certain promotion mix for each target o **look at the chart in the book! Stage in product life cycle o Product characteristics o 1. Complexity technical sophistication of the product and hence the amount of understanding should be considered o 2. Risk financial, social, or physical o 3. Ancillary services degree of service or support required after the sale Stage in buying process
o o repurchase: advertising is the most helpful, free samples o purchase: personal selling is the most helpful, coupons, deals, social media, direct marketing o postpurchase: the more personal contact after the sale, the better, keep advertising up, PR is not critical o differs with involvement and costs Push vs pull strategy o The choice of push and pull promotional strategies affects the promotion mix blend pull o direct promotional mix at consumers to pull them in and ask retailer for a product o “ask your doctor if __ is good for you” push o direct promotional mix to channel members to gain their cooperation in ordering the product
o ex) triple eight vodka

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