Week 12 Essay

Week 10

Promotion

The Campaign Mix

• Advertising

May reach geographically disperse client

masses

Vendor can replicate the meaning several times

It is impersonal and one-way

Could be costly in some media

• Personal providing

Implies personal interaction among two or

more persons

Most efficient tool to create choices,

convictions and actions

Allow creation of relationships

Most costly promotional device, requres permanent commitment

Principles of Global Marketing

© Juan Carlos Rosa-Medina, MBA

two

1

The Promotion Mix…cont.

• Sales promotion

Wide assortment of tools

Draws in consumer attention

Offers solid incentives to buy

Invites and rew ards quick buyer response

Results are short-lived.

• Public relations

– Incredibly believable

– Reaches people w ho avoid

salespeople and ads.

– Can easily dramatize a company or item

– Is often used while an pause

– Prepared use may be effective and economical.

Principles of Global Promoting

© Juan Carlos Rosa-Medina, MBA

several

The Promotion Mix…cont.

• Direct advertising

– Has its own forms that share intended for characteristics:

Nonpublic

Immediate

Personalized

Interactive

– Well suited for very targeted attempts

Fundamentals of worldwide Marketing

© Juan Carlos Rosa-Medina, MASTER OF BUSINESS ADMINISTATION

4

two

Integrated Promoting

Communications

The New Marcom landscape

A new communications model

Marketers changing away from mass marketing

Advancements in IT accelerates the move

to segmented advertising, and improvements

the way in which corporations and consumers

communicate

Fewer broadcasting and even more

narrowcasting…fragmentation of markets,

more compact consumer groupings

Mix composed of traditional mass media + non-traditional, personalized mass media

Need for IMC

To have a single tone of voice with a crystal clear,

consistent, and compelling concept

To recognize every contact points where

customer could have an face with us

To elicit the proper response from the customer

How could we find ways to let each of our

customers reach us?

Fundamentals of Global Promoting

© Juan Carlos Rosa-Medina, MBA

your five

Promotion Combine Strategies

Push approaches

The manuf acturer blows his advertising activities to channel associates to encorage them to work and promote the product for the final buyers

Pull strategies

The manuf acturer directs his marketing activities toward final consumers to encourage them to get the product.

Basics of Global Promoting

© Juan Carlos Rosa-Medina, MBA

six

3

Advertising Decisions

Basics of Global Promoting

© Juan Carlos Rosa-Medina, MBA

several

Advertising Objectives

• Notify

• Convince

• Point out to

Which of the ads is/are attempting to remind consumers, compared to inform or perhaps persuade?

Fundamentals of Global Advertising

© Juan Carlos Rosa-Medina, MBA

almost 8

4

Environment the Advertising Budget

Cost-effective method

– How much can we spend?

– Ignores the effect of sales promotion

Percentage-of-sales approach

– Easy to use

– Helps management consider the relationships between promotion spending, selling price, and profit per unit.

– Wrongly landscapes sales as the cause of promotion rather than while the result. Will not consider important opportunities

Competitive-parity approach

– Just like competitors

Objective-and-task approach

– Best known method

– forces administration to stipulate its assumptions

about the partnership between dollars spent and promotion

effects.

Define certain promotional objectives

Determine jobs for them

Estimation task costs

Sum costs

Fundamentals of worldwide Marketing

© Juan Carlos Rosa-Medina, MASTER OF BUSINESS ADMINISTATION

9

Developing Advertising Strategy

• Generate advertising messages

– Approach and performance should break through the

clutter

• Choose advertising multimedia

Decide on desired reach, rate of recurrence, and effects

Choose types of...

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