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IMC & Promotional S S Learning Objectives P Integrated Marketing Communications: • Review elements of the promotional mix The Promotional Mix • Understand promotional goals Kurt Komaromi • Review the key factors influencing the Sales + promotional mix Sales Promotion Graphics courtesy Thomson South-Western S S Integrated Marketing S S P Integrated Marketing P Communications Communications Integrated Marketing Communications The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer. S S S S The Role of Promotion P The Role of Promotion P Promotional Promotion Strategy A plan for the optimal Communication by marketers that informs, use of the elements of persuades, and reminds promotion: potential buyers of a product ! Advertising in order to influence an opinion or elicit a response. ! Public Relations ! Sales Promotion Competitive ! Personal Selling Advantage S S S S P P The Role of Promotion Competitive Advantage in the Marketing Mix High product quality Rapid delivery Low prices Excellent service Unique features S S S S Promotional Mix P Advertising P Advertising Advertising Mass communication Public Relations sponsored by organizations to promote products and services Sales Promotion Personal Selling S S S S Advertising Media P Public Relations P New Traditional Advertising Public Advertising Media Media Relations The management of communication to ! Television ! Internet influence opinion and ! Radio ! Banner ads build relationships ! Newspapers ! Viral marketing between an ! Magazines ! E- mail organization and its ! Books ! Interactive video ! Direct mail publics. ! Billboards ! Transit cards S S S S Public Relations Goals P Sales Promotion P Sales ! Maintain a positiv Promotion ! Educate the publice about image the compan Short-term incentives objectiv es that stimulate sales and ! Introduce ne y’s consumer demand. w pr ! Suppor oducts t the sales eff ! Generate fa ort vorable publicity S S S S Sales Promotion P Personal Selling P Free samples End Consumers Contests Personal Selling that involves Selling direct communication Premiums Company and interaction between Employees a salesperson and a Trade Shows customer Vacation Giveaways Trade Customers Coupons S S S S Personal Selling P Goals of Promotion P Traditional Selling Informing Reminding Target Audience Strategic Selling Persuading S S S S AIDA Concept P AIDA & Promotional Mix P Gain attention of Attention Interest Desire Action Attention target market Advertising Create interest in Interest Public the product Relations Consumer desires to Sales Desire Promotion purchase the product Personal Selling Consumer purchases Action the product Very Somewhat Not effective effective effective S S Factors Affecting the S S P P Choice of Promotional Mix Type of Product Nature of the product Public Sales Personal Advertising Stage in PLC Relations Promotion Selling Target market factors Business Type of buying decision Consumer Promotion funds Primary strategy Push or pull strategy Secondary strategy S S S S P P Product Life Cycle Target Market Characteristics Maturity For… Decline Growth Introduction Advertising ! Widely scattered market Sales ($) Time Sales Promotion ! Informed buyers Heavy use of Advertising, AD/PR Advertising; PR, brand decrease; Less Personal Selling ! Brand-loyal repeat PR for loyalty; limited purchasers awareness; personal sales sales selling for promotion; promotion distribution personal for trial selling for distribution S S S S P P Type of Buying Decision Available Funds Advertising Routine • Budget drives options Type of Sales Promotion Buying Decision Advertising • Quality is key consideration Affects Not Routine or Complex Promotional Public Relations Size of target market Mix Choice • Best bang for buck Complex Personal Selling •.
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  • An Evaluation of Promotional Elements Influencing Sales
    International Journal of Business and Social Science Vol. 3 No. 5; March 2012 AN EVALUATION OF PROMOTIONAL ELEMENTS INFLUENCING SALES OF AN ORGANIZATION: A CASE STUDY OF SALES OF AGRICULTURAL AND NON-AGRICULTURAL PRODUCTS AMONG WOMEN GROUPS, HOMA BAY DISTRICT, KENYA. Arvinlucy Akinyi Onditi Maseno University Kanya Abstract As firms increase in number, modern marketing calls for more than just producing the products, pricing them attractively and making them accessible to the target market, in addition, they must also communicate to present and potential stakeholders and the general public. The marketing communication mix consists of five major modes of communication: advertising, sales promotion, public and publicity, personal selling and direct marketing. The objective of this study was to evaluate the influence of promotional mix elements on sales. The population of the study included two hundred and four women groups in Homa- Bay District, which is in the south of Kisumu City. These groups produce agricultural and non-agricultural products. A sample of sixty-six were selected from these women groups by use of simple random sampling technique. Primary data was collected using structured and unstructured questionnaires and the questionnaires were administered personally. Data was presented by use of tables and graphs then analyzed using descriptive statistical techniques such as frequencies and mean. Summated scale (Likert-Type scale) was used to aggregate the evaluation of promotional factors on sales. There was also the use of chi square test. The study found out that most women groups mainly use sales promotion but face the problem of cost due to lack of finance for carrying out promotion.
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  • Sport Marketing Mix Strategies
    SEA - Practical Application of Science Volume I, Issue 1 (1), 2013 Alexandru Lucian MIHAI Faculty: Marketing, Academy of Economic Studies, Bucharest, Romania SPORT MARKETING MIX STRATEGIES Keywords Sport marketing Marketing mix Market position JEL Classification M31 Abstract This paper presents a brief overview of a significant element of the sport marketing management model called the marketing mix. The marketing mix is crucial because it defines the sport business, and much of the sport marketer’s time is spent on various functions within the marketing mix. The marketing mix is the strategic combination of the product, price, place and promotion elements. These elements are typically called the four Ps of marketing. Decisions and strategies for each are important for the marketer. Information for making educated decisions involving the four Ps comes from the marketing research involving primarily the four Cs - consumer, competitor, company and climate. A critical decision and one of the greatest challenges for the sport business is how to strategically combine the four Ps to best satisfy the consumer, meet company objectives, enhance market position, and enhance competitive advantages. INTRODUCTION The term ‘sport marketing’ was first used in the United States by the Advertising Age in 1978. Since then it has been used to describe a variety of activities associated with sport promotion. 298 SEA - Practical Application of Science Volume I, Issue 1 (1), 2013 Sport marketing is the application of decisions that will enhance the success of the marketing concepts to sport products and sport business. services, and the marketing of non-sport products through an association to sport.
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  • Promoting Your Product
    Promoting Your Product Promotion is a type of communication and persuasion we find throughout our daily lives. It is also one of the Four P's (product, place, price, and promotion) in your marketing plan. To use promotion effectively, you should understand the basic principles behind it. Getting Customers: AIDA AIDA is a popular communication model used by companies to plan, create, and manage their promotions. The letters in AIDA stand for the following steps in any type of promotion: 1. Attention. The first step when introducing a new product to a market is to grab the attention of potential customers. For example, using a celebrity to introduce a product may cause people to take notice. 2. Interest. After you get people's attention, you want to keep it. To hold consumer interest, you need to focus your message on the product's features and benefits. Clearly communicate to potential customers how these features and benefits specifically relate to them. 3. Desire. What can you do to make your product desirable? One way might be to demonstrate how the product works. Another tactic would be proving in some way that your product is a bargain. 4. Action. Don't forget to ask consumers to take action, to buy. You may also want to give them a reason to act right away. For example, a limited‐time offer might motivate them. Keeping Customers Most experts agree that promotional messages have to be repeated many times to maximize their effectiveness. In other words, for customers to remember what you want them to know and keep them coming back to buy again, promotion must be an ongoing process.
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  • Promotional Mix
    10 Minute Guide Promotional Mix What it is The challenge is to select the right The 'promotional mix' is a term mix of promotional activities to suit used to describe the set of tools that your particular business at a particular a business can use to communicate time – and to then use it correctly to effectively the benefits of its products achieve a result. The combination or services to its customers. of tools you use will depend on the target audience, the message you The promotional mix includes wish to communicate and the budget the following tools – you make available. There would be 3 advertising little point in advertising new gas 3 public relations boilers in a fashion magazine – much 3 sales promotion more appropriate to advertise in a trade 3 direct marketing magazine for builders and gas fitters. 3 personal selling Here is a 10-step checklist for The promotional mix is part of the developing and managing your wider marketing mix. To find out about promotional mix. the marketing mix see the 10-minute 1. Decide how the products and Marketing Mix. services you provide can be 'packaged' together. The image Why it is important of your business is formed by the If customers don't know what way you promote the elements of products and services you provide, the marketing mix – your products, then your business will not survive prices and the places through which in today’s competitive marketplace. you sell. It is often helpful to think Effective communication with your about promoting the business as customers is vital to ensure that your opposed to a single product or business generates sales and profits.
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  • Unique Selling Proposition
    10 Minute Guide Unique Selling Proposition Introduction The process of identifying a USP helps This item explains how to develop a you to focus on the key benefits that unique selling proposition for your help to sell your products or services business or a product or service. and contribute to your profits. You can It explains what a unique selling also use your USP to provide a focus proposition is and how you use it. for, and therefore improve the It then takes you through a process effectiveness of, your promotion to identify the features of your product and sales activities. or service, to convert the features into benefits that the customer will If you want to see examples of USPs recognise and finally to identify in practice, then advertising is a good which benefits you are going to place to look. Advertising agencies use to develop your USP. It uses have limited space to convey all the the example of an optician to show features and benefits of a particular how the process can be used. product or service. So, in just a few words, they seek to communicate What it is how the company is different and what ‘USP’ means unique selling proposition. customers can expect when they buy It is one of the basics of effective the product or service. A couple of marketing and business that has examples from a recent daily stood the test of time. newspaper include: 3 Citroen want to draw attention to A USP can help customers by saving the fact that not only do their cars them time when they are considering have new gizmos and gadgets (as buying a product or service.
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  • Marketing, the Marketing Mix (4P's), and the Nine
    Larry Steven Londre Londre Marketing Consultants, LLC 6000 South Para Way, Third Floor Los Angeles, CA 90094 310.889.0220 310.889.0221 fax www.LondreMarketing.com [email protected] Updated 2016 Edition: 7/12/16 Several Concepts, Terms and Useful Definitions Help Explain and Aid in the Understanding of Marketing and Related Activities, including Marketing Concepts, Marketing Objectives, Strategies and Tactics, Marketing Mix (4P’s), and the Nine P’s (9P’s) of Marketing ©2007 In 2016, a number of important strategic philosophies and practices guide Marketing planning, branding concepts and tools, Marketing variables, efforts and/or Marketing relationships/partnerships/ alliances. The Nine P’s/9P’s of Marketing can be used successfully by product companies, service firms, for profits entities and nonprofits “selling” directly or indirectly to consumers (B2C), to marketing intermediaries (such as industrial, consumer, retail, wholesale and professional channels of distribution), and to other businesses (B2B). What is interesting to us is that educated people, consumers, business owners, attorneys, media and professionals use “marketing” or the term “marketing” to mean advertising or promotion. It is much more. I don’t like buzzwords. Marketing is a process and has many elements. We need “marketing” is a poorly formed request. “We have Marketing” is equally lame. Sharpen your vocabulary and insist that others do the same. If you know what you need, Marketing can build revenue and save on costs. Improve the bottom line. As Management guru Peter F. Drucker once said: “The aim of Marketing is to know and understand the customer so well that the product or service fits him (her/it) and sells itself.
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  • Advertising Management Stern School of Business 10.13.14
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  • Chapter 2: the Promotional Mix
    CHAPTER 2: THE PROMOTIONAL MIX 2.1 INTRODUCTION Consumers are exposed to thousands of marketing communication messages every day. Organisations compete heavily for the attention and custom of the consumer through their advertising. Marketing communication attempts to provide information to the consumer about the organisation’s products and service offerings. The various methods of communicating with the consumer need to be in agreement to deliver a holistic and effective message that will satisfy both organisational and consumer needs. The objective of the message is to persuade the audience to purchase the product or service. Therefore, the consumer needs to be receptive to the message and to be able to interpret it in such a way that the intent to purchase is established (Koekemoer, 2004a:135). For this to be effective, marketers have to be able to develop messages that will reach and convince the designated target market. Various promotional tools are at the disposal of the marketer to reach the targeted consumer. Advertising is one of the most commonly used tools, and will consequently be the focus of this study. Females employed as characters (or models) in advertising messages, serve as a point of reference or a source of identification for the target audience, which is usually the female consumer. Featuring a female character that is representative of the target market enhances the probability that the audience will identify with the character and find the advertising message trustworthy. Women are major contributors to not only household decision-making, but also to organisational consumption decisions (Barletta, 2006:3). This makes them a very important target market.
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  • The Small Business Promotional Mix: Complex Choices Abound Between Traditional and Social Media
    Journal of Management and Marketing Research Volume 18 – February, 2015 The small business promotional mix: Complex choices abound between traditional and social media Robert J. Lahm, Jr. Western Carolina University Charles R. B. Stowe Lander University ABSTRACT Although often considered to be free, the use of social media to communicate with past and future customers, the time and effort it takes to engage in a personalized conversation (versus plastering a message on a billboard or Facebook wall) involves more and more sophisticated understanding of a medium which is extremely complex. Small business has discovered social media, but at a cost. While the initial creation of a web site and other efforts to incorporate social media into an overall promotional mix is relatively inexpensive and easy to accomplish, the addition of features and responding to interaction between a firm and its current and prospective customers can become expensive, likely requiring a business to invest in those who have social media expertise. Such interaction is not limited to a firm’s own website (e.g., blog) or its own social media accounts (such on Facebook, Pinterest, Tumbler); myriad aggregation and review sites, discussion boards, and the like must also be monitored and responding to these would seem prudent if not highly productive. This conceptual paper presents a proposed seven step approach intended for practitioners (entrepreneurship educators, etc.) for social media (SM) integration as part of the overall promotional mix for a small business. The suggested steps also address another critical point, which is the notion that the outcome of robust communication between parties is not limited to promotion; a two way dialog can lead to improvements in products/services and core business processes.
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  • Making Slogans and Unique Selling Propositions (USP) Beneficial
    New Media and Mass Communication www.iiste.org ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online) Vol 3, 2012 Making Slogans and Unique Selling Propositions (USP) Beneficial to Advertisers and the Consumers Felix OlajideTalabi (corresponding author) Department of Mass Communication, Rufus Giwa Polytechnic Owo, P.M.B.1019, Owo, Ondo state, Nigeria Tel: +2348036971001 E-mail [email protected] Solomon Terungwa Chile Department of Communication Arts, University of Uyo, Uyo, Nigeria O. Raman Abubakri Department of Mass Communication, Rufus Giwa Polytechnic Owo, P.M.B.1019, Owo, Ondo state, Nigeria Abstract Advertising has been a major factor in its uniqueness at selling goods and services. Though some argued that its purpose is to create awareness, notwithstanding, it is one of the promotional mixes ofmarketing. However, the paper discussed the use of USP and slogans viz-a-viz advertising. The method adopted for the study relied on secondary method of data generation. The paper also relied on the theory of selective attention and arousal to critically examine the importance of USP and slogans in advertising.The research hence looks at how unique promotional mix can add value to advertising make the best out of the opportunities available them. From the outcome of the discussions the paper suggested in its recommendations that advertisers should ensure that they make their product unique, solve an industrial pain by identifying a gap, be specific and offer proof among others. Keywords : Slogans, Unique Selling Propositions, Advertisers, Consumers 1. Introduction Advertising is one great activity in Communication that has being with man right from yore. It is often experienced either consciously or unconsciously by everybody, everyday, if not every hour or minute.
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  • Integrated Marketing Communications
    16 Integrated Marketing Communications Professor Close Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 LearningLearning OutcomesOutcomes LO 1 Discuss the role of promotion in the marketing mix LO 2 Discuss the elements of the promotional mix LO 3 Describe the communication process LO 4 Explain the goal and tasks of promotion Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 2 LearningLearning OutcomesOutcomes LO 5 Discuss the AIDA concept and its relationship to the promotional mix LO 6 Describe the factors that affect the promotional mix LO 7 Discuss the concept of integrated marketing communications Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 3 TheThe RoleRole ofof PromotionPromotion inin thethe MarketingMarketing MixMix Discuss the role of promotion in the marketing mix Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 4 The Role of Promotion PromotionalPromotional StrategyStrategy A plan for the optimal use of the elements of promotion: Advertising Public Relations Personal Selling Sales Promotion Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 5 ExhibitExhibit 16.116.1 RoleRole ofof PromotionPromotion inin thethe MarketingMarketing MixMix Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 6 Competitive Advantage HighHigh productproduct qualityquality RapidRapid deliverydelivery LowLow pricesprices ExcellentExcellent serviceservice UniqueUnique featuresfeatures Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 7 TheThe PromotionalPromotional MixMix Discuss the elements of the promotional mix Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 8 The Promotional Mix al otion Prom PMrioxmotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals.
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  • Promotional Mix
    Promotional Mix Teacher Overview he Promotional Mix is part of the Marketing Mix. It consists of When to Use This Lesson Tadvertising, sales, public relations, personal selling and direct It is suggested you teach the Promotional marketing. A promotional mix should be designed in a way Mix while also teaching your students about that informs the target market about the values and benefits the Marketing Mix. Your students should of the product or service being offered. This lesson requires understand target marketing and how to your students to consider a target market and how it prefers identify characteristics of a target market. to be communicated with. Additionally, your students, while developing a promotional mix, will need to assess which forms of promotion best suit the product or service being offered. FOUNDATIONAL VALUES KEY TERMS > Knowledge > Promotional mix > Opportunity > Advertising > Sound Judgement > Personal selling > Public relations LEARNING OBJECTIVES > Direct marketing > Pull strategy > Principled Entrepreneurship 5F CONTENT > The promotional mix is the blend of several promotional tools used by a business to create, maintain, and increase the demand for a good, service, or business. > Promotion focuses on creating awareness and persuading potential customers to purchase. The tools that facilitate the promotion objective are collectively known as the Promotion Mix. It includes Advertising, Personal Selling, Sales Promotion, Public Relations, and Direct Marketing. Marketers need to answer the following questions to have a balanced blend of these promotional tools. • What is the most effective way to inform the customers? • Which marketing methods should be used? • To whom are the promotion efforts be directed? • What is the marketing budget? How is it to be allocated to the promotional tools? Promotional Mix Tools > Advertising – Advertising is any paid form of non-personal promotion of goods and services by the identified sponsor.
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