杜克大学marketig讲义
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity
Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization
Sender
Receiver
Carlson
13
4. Decide On Promotional Mix
Advertising
Public, Pervasive, Expressive, Impersonal
Personal Selling
Personal, Cultivative, Responsiveness of Buyer
Source: Who Should Say It
- Source Credibility (As Earlier Discussed)
9
Carlson
3. Designing the Message
Who Should Say It? Someone who…
has high recognition elicits positive affect is appropriate for the product
4. The Promotional Mix: Profiles of Βιβλιοθήκη Baiduajor Media Types
Newspapers
Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability
6
Carlson
2. Set the Objectives
Hierarchy of effects model
Awareness Knowledge
Liking
Preference Conviction
Purchase
Post-purchase
Carlson
Cognition
Affect
Action
10
Carlson
3. Designing the Message
Sender
Receiver
Carlson
11
3. Designing the Message: Non-Overlapping Fields of Experience
Sender
Receiver
Carlson
12
3. Designing the Message: Overlapping Fields of Experience
- 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)
3
Steps in Developing a Promotional Plan
1. Identify Target Audience 2. Determine the Communication 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
Awareness Advertising
Interest
Desire
Action Satisfaction
Personal Selling
Sales Promotion
Publicity
Carlson
Good
Average
Poor
15
4. The Promotional Mix: Sales Promotion (Sampling)
20
4. The Promotional Mix: A Simple Ads Evaluation Sheet
1
Today’s Agenda
The promotional mix 7 steps in developing a promotional plan
2
Carlson
Promotional Mix
Promotional Mix
Marketing Mix
Carlson
Notice that all 4 Ps can be used to communicate. Today we will focus on ‘promotional’ communications.
4
Carlson
1. Identify Target Audience
Potential new buyers Current users Influencers
People who may not buy but influence decisions of those who may
5
Carlson
Limitations: Short life; poor reproduction quality; small pass-along audience
Television
Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses
Promotion
Selling
__
Print & broadcast ads Packaging-outer Packaging inserts Mailings Catalogs Motion pictures House magazines Brochures & booklets Posters & leaflets Directories Reprints of ads Billboards Display signs Point of purchase displays Audiovisual material Symbols & logos
Increase market share among first time purchasers from 2% to 5% within 1 year
Carlson
8
3. Designing the Message
Content: What To Say
- Theme, Idea
Structure: How To Say It Logically
Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences
Magazines
Advantages:
High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership
Limitations: Little audience selectivity; creative limitations
19
4. The Promotional Mix: Profiles of Other Media Types
Medium
Advantages
Limitations
Yellow Pages Local & Low Cost
Very high competition
Brochures
Full control & Flexible Run away costs
Telephone
Personal touch
High costs
Internet
Interactive & Low cost New media
Carlson
Source: Adapted from Kotler (2000)
Demonstrations
Couponing
Rebates
Low-interest financing
Entertainment
Trade-in allowances
Trading stamps
Tie-ins
Sales presentations Sales meetings Telemarketing Incentive programs Salesmen samples Fairs & trade shows
Contests, games, Press Kits
sweepstakes Speeches
lotteries
Seminars
Premiums& gifts Annual reports
Sampling
Charitable
Fairs/trade shows donations
Exhibits
Public relations
7
2. Set the Objectives
POORLY DEFINED
WELL DEFINED
Increase awareness
Increase awareness among 18-32 year olds by 25% within 3 months
Motivate purchase behavior
Limitations: Relative high cost; “junk mail” image
18
Carlson
4. The Promotional Mix: Profiles of Major Media Types
Radio
Advantages: Mass use; high geographic and demographic selectivity; low cost
Marketing 360: Class 8
Professor Kurt Carlson
Kurt Carlson Mkt 360 Term 2, 22002109/5/14
Promotion
Three C’s Customer Company Competition
Four P’s Product Promotion Price Place
Limitations: Long ad purchase lead time; waste circulation; no guarantee of position
Carlson
Outdoor
Advantages: Flexibility; high repeat exposure; low cost; low message competition
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?
Sales Promotion
Communication, Incentive, Invitation
Publicity and Public Relations
Credibility, Reach, Dramatization
14
Carlson
4. AIDAS and the Promotion Mix
16
Carlson
4. The Promotional Mix:
Common Communication/Promotion Tools
______________________________________________________
Advertising
Sales
Publicity
Personal
Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization
Sender
Receiver
Carlson
13
4. Decide On Promotional Mix
Advertising
Public, Pervasive, Expressive, Impersonal
Personal Selling
Personal, Cultivative, Responsiveness of Buyer
Source: Who Should Say It
- Source Credibility (As Earlier Discussed)
9
Carlson
3. Designing the Message
Who Should Say It? Someone who…
has high recognition elicits positive affect is appropriate for the product
4. The Promotional Mix: Profiles of Βιβλιοθήκη Baiduajor Media Types
Newspapers
Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability
6
Carlson
2. Set the Objectives
Hierarchy of effects model
Awareness Knowledge
Liking
Preference Conviction
Purchase
Post-purchase
Carlson
Cognition
Affect
Action
10
Carlson
3. Designing the Message
Sender
Receiver
Carlson
11
3. Designing the Message: Non-Overlapping Fields of Experience
Sender
Receiver
Carlson
12
3. Designing the Message: Overlapping Fields of Experience
- 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)
3
Steps in Developing a Promotional Plan
1. Identify Target Audience 2. Determine the Communication 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
Awareness Advertising
Interest
Desire
Action Satisfaction
Personal Selling
Sales Promotion
Publicity
Carlson
Good
Average
Poor
15
4. The Promotional Mix: Sales Promotion (Sampling)
20
4. The Promotional Mix: A Simple Ads Evaluation Sheet
1
Today’s Agenda
The promotional mix 7 steps in developing a promotional plan
2
Carlson
Promotional Mix
Promotional Mix
Marketing Mix
Carlson
Notice that all 4 Ps can be used to communicate. Today we will focus on ‘promotional’ communications.
4
Carlson
1. Identify Target Audience
Potential new buyers Current users Influencers
People who may not buy but influence decisions of those who may
5
Carlson
Limitations: Short life; poor reproduction quality; small pass-along audience
Television
Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses
Promotion
Selling
__
Print & broadcast ads Packaging-outer Packaging inserts Mailings Catalogs Motion pictures House magazines Brochures & booklets Posters & leaflets Directories Reprints of ads Billboards Display signs Point of purchase displays Audiovisual material Symbols & logos
Increase market share among first time purchasers from 2% to 5% within 1 year
Carlson
8
3. Designing the Message
Content: What To Say
- Theme, Idea
Structure: How To Say It Logically
Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences
Magazines
Advantages:
High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership
Limitations: Little audience selectivity; creative limitations
19
4. The Promotional Mix: Profiles of Other Media Types
Medium
Advantages
Limitations
Yellow Pages Local & Low Cost
Very high competition
Brochures
Full control & Flexible Run away costs
Telephone
Personal touch
High costs
Internet
Interactive & Low cost New media
Carlson
Source: Adapted from Kotler (2000)
Demonstrations
Couponing
Rebates
Low-interest financing
Entertainment
Trade-in allowances
Trading stamps
Tie-ins
Sales presentations Sales meetings Telemarketing Incentive programs Salesmen samples Fairs & trade shows
Contests, games, Press Kits
sweepstakes Speeches
lotteries
Seminars
Premiums& gifts Annual reports
Sampling
Charitable
Fairs/trade shows donations
Exhibits
Public relations
7
2. Set the Objectives
POORLY DEFINED
WELL DEFINED
Increase awareness
Increase awareness among 18-32 year olds by 25% within 3 months
Motivate purchase behavior
Limitations: Relative high cost; “junk mail” image
18
Carlson
4. The Promotional Mix: Profiles of Major Media Types
Radio
Advantages: Mass use; high geographic and demographic selectivity; low cost
Marketing 360: Class 8
Professor Kurt Carlson
Kurt Carlson Mkt 360 Term 2, 22002109/5/14
Promotion
Three C’s Customer Company Competition
Four P’s Product Promotion Price Place
Limitations: Long ad purchase lead time; waste circulation; no guarantee of position
Carlson
Outdoor
Advantages: Flexibility; high repeat exposure; low cost; low message competition
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?
Sales Promotion
Communication, Incentive, Invitation
Publicity and Public Relations
Credibility, Reach, Dramatization
14
Carlson
4. AIDAS and the Promotion Mix
16
Carlson
4. The Promotional Mix:
Common Communication/Promotion Tools
______________________________________________________
Advertising
Sales
Publicity
Personal