文档介绍：Marketing 360:Class 8 Promotion
Marketing 360: Class 8
Professor Kurt Carlson
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Promotion
Kurt Carlson
Mkt 360
Term 2, 2001
Three C’s
Customer
Company
Competition
Four P’s
Product
Promotion
Price
Place
Today’s Agenda
The promotional mix
7 steps in developing a promotional plan
Promotional Mix
Notice that all 4 Ps can be used municate3>. Today we will
focus on ‘promotional’ communications.
Promotional Mix
Marketing Mix
Steps in Developing a Promotional Plan
1. Identify Target Audience
2. Determine munication Objective
3. Design the Message
4. Decide on the Promotional Mix
5. Allocate the Promotional Budget
6. Measure the Results
7. Manage and Coordinate the Process
1. Identify Target Audience
Potential new buyers
Current users
Influencers
People who may not buy but influence decisions of those who may
1. Target Audience: Communication Considerations
What information do they need?
How will they decode the message?
How must the message be structured for this to Happen?
2. Set the Objectives
Hierarchy of effects model
Awareness
Knowledge
Liking
Purchase
Conviction
Preference
Post-purchase
Cognition
Action
Affect
2. Set the Objectives
POORLY DEFINED
Increase awareness
Motivate purchase behavior
WELL DEFINED
Increase awareness among 18-32 year olds by 25% within 3 months
Increase market share among first time purchasers from 2% to 5% within 1 year
3. Designing the Message
Content: What To Say
- Theme, Idea
Structure: How To Say It Logically
- Conclusion Drawing, One vs. Two Sided Messages
- Appeal (Rational, Emotional, Moral)
Format: How To Say It Symbolically
- Print (Color, Headline, Illustration, Demonstration, Testimonial, Payoff, Image); Radio (Voice, Vocalization, Script); TV (All above)
Source: Who Should Say It
- Source Credibility (As Earlier Discussed)
3. Designing the Message
Who Should Say It?
Someone who…
has high recognition
elicits positive affect
is appropriate for the