Principles Of Marketing - Promotion Lecture Notes PDF

Principals of Marketing Lecture: Promotion Slide 10-1 WHERE ARE WE NOW? Slide 10-2  THE COMMUNICATION PROCESS Promotional Mix Promotional Mix Inform Prospective Buyers...

Principals of Marketing Lecture: Promotion Slide 10-1 WHERE ARE WE NOW? Slide 10-2  THE COMMUNICATION PROCESS Promotional Mix Promotional Mix Inform Prospective Buyers Persuade Them To Try Remind Them of the Benefits Slide 10-3 The elements of promotional mix Slide 10-4  DEVELOPING THE PROMOTIONAL MIX THE TARGET AUDIENCE Assess Target Audience Characteristics Consumer Business Slide 10-5  DEVELOPING THE PROMOTIONAL MIX THE PRODUCT LIFE CYCLE Introduction Stage Growth Stage Maturity Stage Decline Stage Slide 10-6  The product life cycle illustrates how promotional objectives and activities change over the four stages Slide 10-7  DEVELOPING THE PROMOTIONAL MIX STAGES OF THE BUYING DECISION Prepurchase Stage Purchase Stage Postpurchase Stage Slide 10-8 The promotion decision process includes planning, implementation, and evaluation Slide 10-9 Advertising and sales promotion Slide 10-10 DEVELOPING THE ADVERTISING PROGRAM Identifying the Target Audience Specifying the Advertising Objectives Setting the Advertising Budget Slide 10-11  MARKETING INSITE See Your Favorite Super Bowl Ads Again, and Again! Slide 10-12  DEVELOPING THE ADVERTISING PROGRAM DESIGNING THE ADVERTISEMENT Message Content Types of Appeals Informational Element Fear Appeals Sex Appeals Persuasive Element Humor Appeals Slide 10-13 What is the appeal and purpose of each ad? Slide 10-14 What is the appeal and purpose of each ad? Slide 10-15 What is the appeal and purpose of each ad? Slide 10-16  DEVELOPING THE ADVERTISING PROGRAM SELECTING THE RIGHT MEDIA Advertising Media Media Planning Goals Maximize Exposure Minimize Costs Slide 10-17 Distribution of advertising spending worldwide in 2022, by medium Slide 10-18  DEVELOPING THE ADVERTISING PROGRAM SELECTING THE RIGHT MEDIA Basic Terms Reach Reach Rating Rating Frequency Frequency Cost per Thousand Impressions (CPM) Cost per Thousand Impressions (CPM) Slide 10-19  USING MARKETING DASHBOARDS What is the Best Way to Reach 1,000 Customers? Cost per Thousand (CPM) Impressions Advertising Cost ($) CPM ($) =  Impressions Generated (#)   1,000  Slide 10-20 Advertisers must consider the advantages and disadvantages of the many media alternatives Slide 10-21  DEVELOPING THE ADVERTISING PROGRAM DIFFERENT MEDIA ALTERNATIVES Television Slide 10-22  DEVELOPING THE ADVERTISING PROGRAM DIFFERENT MEDIA ALTERNATIVES Radio Slide 10-23  DEVELOPING THE ADVERTISING PROGRAM DIFFERENT MEDIA ALTERNATIVES Magazines Regional Issues Slide 10-24  DEVELOPING THE ADVERTISING PROGRAM DIFFERENT MEDIA ALTERNATIVES Newspapers Falling Circulation & Ad Revenue Online and Mobile Editions Slide 10-25  DEVELOPING THE ADVERTISING PROGRAM DIFFERENT MEDIA ALTERNATIVES Internet Rich Media Paid Search Slide 10-26  DEVELOPING THE ADVERTISING PROGRAM DIFFERENT MEDIA ALTERNATIVES Outdoor Billboards Transit Advertising Slide 10-27  DEVELOPING THE ADVERTISING PROGRAM SCHEDULING THE ADVERTISING Factors to Consider Buyer Turnover Purchase Frequency Forgetting Rate Slide 10-28  DEVELOPING THE ADVERTISING PROGRAM SCHEDULING THE ADVERTISING Approaches Continuous (Steady) Schedule Flighting (Intermittent) Schedule Pulse (Burst) Schedule Slide 10-29  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Consumer-Oriented Sales Promotion Consumer-Oriented Sales Promotion Coupons Slide 10-30  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Rebates Slide 10-31  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Samples Slide 10-32  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Loyalty Programs Slide 10-33  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Product Placement Product Placement Slide 10-34  Next Class Nov. 13: Pricing Slide 10-35