Promotion : Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional Strategy : A plan for the optimal use of the elements of promotion (Advertising, Sales Promotion, PR & Personal Selling). THE ROLE OF PROMOTION
High product quality
MARKETING COMMUNICATION PROCESS
Communication is the process by which we exchange or share meanings through a common set of symbols.
2 categories of communication:
a) Interpersonal communication: Direct, face-to-face communication between two or more people. b) Mass communication : To communicating a concept or message to larger audiences, usually through a mass medium such as television or newspapers. Communication process:
As sender As receiver
Inform develop message
Persuade adapt message
Remind spot new communication opportunities
A – ATTENTION
I – INTEREST
D – DESIRE
A - ACTION
Promotional Goal: To get people to buy the goods / services. AIDA Concept : Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention
To gain attention of the target market by informing them of availability of the product / service. To create awareness & gain attention – advertising on tv, newspapers, magazines, internet, etc. Eg; KFC introduce new product “Chicken Wing” - advertise on tv & newspaper. Interest
High effort in promoting the product through advertisement. New product does not attract purchase among customers due to no or lack of experience. Eg; Get free sample of Rejoice 2 in 1 shampoo from newspaper, magazine, etc. Desire
Marketers need to arouse the want to try & use the product.
Require marketers to attract customers to see & realize that the new product is good & beneficial. Eg; Pantene – advertisement emphasize on ‘HAIR SMOOTH & SILKY’ and hair have ‘FULL & VOLUME’. Action
Get people to buy the product.
Strategies : free trial product, size packages, coupons & premium offers, etc.
Kotler (2001) : Advertising as non-personal forms of communications conducted through paid sponsorship. Lamb (2003) : Advertising as any form of impersonal, paid communication in which the sponsor or company is identified. EFFECTS OD ADVTS
1) Maintain brand awareness & increase market share.
2) Measure impact on purchase of products.
3) Transform negative attitudes toward a product into a positive one. 4) Reinforce positive attitudes about brand.
5) Increase consumers rank on brand attitude.
6) Pre-selling a product.
7) Introducing new products.
8) Building goodwill
Kotler (1996) : Advertising campaign is a planned coordinated series of promotional efforts built around a central theme & designed to reach specific goals. Lamb (2003) : Advertising campaign is a series of related advertisements focusing on common theme, slogan, and set of advertising appeals
1 ) SET ADVERTISING OBJECTIVES DAGMAR
Define target audience
Define desired percentage charged
Define the time frame for change
2 ) IDENTIFY THE BENEFIT OF PRODUCT / SERVICE
ATTRIBUTE “Powerade’s new line has been reformulated to combine the scientific benefits of sports drinks with B vitamins and to speed up energy metabolism.” So? BENEFIT “So, you’ll satisfy your thirst with a great-tasting drink that will power you throughout the day.” 3) DEVELOP...