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C14 Engaging Consumers and Communicating Customer Value (Promotion Mix…
C14 Engaging Consumers and
Communicating Customer Value
Promotion Mix
Sales Promotion
What?
Short-term incentives to encourage the purchase or sale of a product
or service
How?
discounts, coupons, displays, demonstrations, and
events
Direct and Digital Marketing
What?
Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
How?
direct mail, email, catalogs, online and social media, mobile marketing,
and more
Personal Selling
What?
Personal customer interactions by the firm’s sales force for the purpose
of engaging customers, making sales, and building customer relationships.
How?
sales presentations, trade shows, and incentive programs
Public Relations
What?
Building good relations with the company’s various publics
by obtaining favorable publicity, building up a good corporate image, and handling or
heading off unfavorable rumors, stories, and events.
How?
press releases, sponsorships, events, and webpages
Advertising
What?
Any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor
How?
broadcast, print, online, mobile, outdoor, and
other forms
Integrated Marketing Communications
The New Marketing Communications Model
What?
Why?
Several major factors are changing the face of today’s marketing communications
consumers are changing
better informed
more communications empowered
can use the internet, social media, and other technologies to find information on their
own.
connect easily with other consumers to exchange brand-related information
or even create their own brand messages and experiences
marketing strategies are changing
sweeping advances in digital technology are causing remarkable changes in
the ways companies and customers communicate with each other
How?
The Need for Integrated Marketing Communications
Developing Effective Marketing Communication
A View of the Communication Process
Steps in Developing Effective Marketing Communication
Identifying the Target Audience
Determining the Communication Objectives
Designing a Message
Message Content
Message Structure
Message Format
Choosing Communication Channels and Media
Personal Communication Channels
Nonpersonal Communication Channels
Selecting the Message Source
Collecting Feedback
What?
communicator must research its effect
on the target audience
measure behavior resulting from the content
how many
people bought the product, talked to others about it, or visited the store
Why?
Feedback on marketing communications may suggest changes in the promotion program
or in the product offer itself
How?
asking target audience members whether they
remember the content, how many times they saw it, what points they recall, how they felt
about the content, and their past and present attitudes toward the brand and company
Setting the Total Promotion Budget and Mix
Setting the Total Promotion Budget
Affordable Method
Percentage-of-Sales Method
Competitive-Parity Method
Objective-and-Task Method
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
Advertising
Personal Selling
Sales Promotion
Public Relations
Direct and Digital Marketing
Promotion Mix Strategies