Upload
byron-camfield
View
233
Download
0
Tags:
Embed Size (px)
Citation preview
BUAD 307 PROMOTION Lars Perner, Instructor 1
PromotionElements of the Promotion Mix ● Advertising Strategies ●
Other Methods of Promotion
BUAD 307 PROMOTION Lars Perner, Instructor 2
Learning Objectives
• Understanding the obstacles that advertising messages face
• Understanding the choices facing marketing managers regarding– Promotional objectives– Promotional message– Media choice– Advertising and promotion
spending
BUAD 307 PROMOTION Lars Perner, Instructor 3
Elements of the Promotion Mix
• Advertising• Sales Promotion
– Sales– Coupons– Rebates– Premiums
• Personal selling• Public relations• Direct marketing
BUAD 307 PROMOTION Lars Perner, Instructor 4
Some Media Alternatives
• Television– Conventional advertisements– Infomercials– Sponsorship programming– “Placements”
• In programming • “Superimposed”
• Radio
• Magazines• Newspapers• Outdoor• Internet• Point-of-purchase• Other
– Movie theaters– On other products
BUAD 307 PROMOTION Lars Perner, Instructor 5
Reaching the Customer: Encoding, “Noise,” and “Decoding”
ENCODINGENCODINGTHE THE
MESSAGEMESSAGE
MESSAGEMESSAGECHANNELCHANNEL
DECODINGDECODINGTHETHE
MESSAGEMESSAGERECEIVERRECEIVER
CHANNEL CHANNEL FEEDBACKFEEDBACK
NOISENOISE
SENDERSENDER
Text, p. 211..
Mktg mgrMktg mgrAdvertising mgrAdvertising mgrAdvertising Advertising agency agency
AdvertisementAdvertisementCouponCouponSales presentationSales presentationPress releasePress releaseStore displayStore display
Media, SalespersonMedia, SalespersonRetail storeRetail storeNews programNews program
ReceiverReceiver interpretation of interpretation of the messagethe message
CustomersCustomersMedia audienceMedia audienceNews mediaNews mediaClientsClients
Other adsOther adsNews articlesNews articlesOther store displays Other store displays
BUAD 307 PROMOTION Lars Perner, Instructor 6
Advertising Intensity and Return --A Typical RelationshipAdvertising Intensity and Return --A Typical Relationship
0
0.2
0.4
0.6
0.8
1
Res
pons
e (e
.g.,
sal
es,
reca
ll)
0 5 10 15 20 25 Amount of Advertising Spending
The “S”-Shaped Curve
Saturation Point
Relatively
high effecti
veness
Too little to domuch good
BUAD 307 PROMOTION Lars Perner, Instructor 7
Measuring Advertising EffectMeasuring Advertising Effect
• Several possible criteria:– Scanner data
• Individual TV exposure can be matched against actual purchases
• Available only for grocery products
– Increase in sales (but it may be impossible to separate effects of different simultaneous ads and other factors)—NOT GENERALLY RELIABLE!
– Lab studies:• Recall• Attitude toward product• Preference
BUAD 307 PROMOTION Lars Perner, Instructor 8
Scanner Data Research
TELEVISIONTELEVISIONEXPOSUREEXPOSURE
DEMOGRAPHICDEMOGRAPHICINFORMATIONINFORMATION
ANALYSISANALYSIS
RECORDEDRECORDEDPURCHASESPURCHASES
HOUSEHOLDHOUSEHOLDFILEFILE
Purchase on occasion: Yes, noPurchase on occasion: Yes, noTime since previous purchaseTime since previous purchasePrevious purchasesPrevious purchasesCurrent priceCurrent pricePrevious pricePrevious priceCurrent promotional statusCurrent promotional statusPrevious promotional statusPrevious promotional statusCurrent display statusCurrent display statusPrevious display statusPrevious display statusDisplay status of competing Display status of competing brandsbrandsPromotional status of Promotional status of competing brandscompeting brandsCoupon used: Yes, noCoupon used: Yes, noCoupon available: Yes, noCoupon available: Yes, noCoupon available for other Coupon available for other brands? Yes, nobrands? Yes, noAmount of couponAmount of couponFamily sizeFamily size
OccupationOccupationFamily sizeFamily sizeIncomeIncomeHome ownershipHome ownership
No. of ads seen by No. of ads seen by shoppershopperAds seen for competing Ads seen for competing brandsbrands““Split cable”Split cable”
BUAD 307 PROMOTION Lars Perner, Instructor 9
Japanese Advertising—Use of animation and cartoon characters
BUAD 307 PROMOTION Lars Perner, Instructor 10
Breaking Through the Clutter
BUAD 307 PROMOTION Lars Perner, Instructor 11
Taiwan
BUAD 307 PROMOTION Lars Perner, Instructor 12
Billboards…
BUAD 307 PROMOTION Lars Perner, Instructor 13
BUAD 307 PROMOTION Lars Perner, Instructor 14
BUAD 307 PROMOTION Lars Perner, Instructor 15
Brazil: Brand Promotion
BUAD 307 PROMOTION Lars Perner, Instructor 16
Animated Advertisement (Korea)
BUAD 307 PROMOTION Lars Perner, Instructor 17
Ambiguous Ethnicity
BUAD 307 PROMOTION Lars Perner, Instructor 18
BUAD 307 PROMOTION Lars Perner, Instructor 19
BUAD 307 PROMOTION Lars Perner, Instructor 20
China