PART A |
Learning objectives |
When you have completed this lecture and accompanying module, you should be able to:
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Read the prescribed text, chapter 12. This chapter provides the content and substance of Lecture 11. As in previous lectures, you may find it useful to make brief notes as you read, paying particular attention to the highlighted section of the textbook. Then read Part B of Lecture 11 (below). In Part B, salient points have been extracted from the chapter as a guide for your learning and as a useful basis for later revision. After reading Part B, you will be ready to work through Module 9. |
PART B |
Advertising and sales promotion |
Australian companies spend more than $300 in total in promotional efforts per year on every person in the country. It is advertising and promotion that are turning consumers and companies into global thinkers. In China, for instance, 10% of the market share for the Gillette Oral-B toothbrush will mean that the company sells more in China than in the USA. Promotion is communication by marketers. Integrated marketing communications (IMC) Integrated marketing communications involves a total marketing communications strategy that recognises how all of a firm's marketing activities, not just promotion, communicate with its customers - including marketing channel members. |
Promotional mix |
The promotional mix is made up of the following:
Advertising can be defined as: any paid form of nonpersonal communication about an organisation, idea or product, by an identified sponsor. [Kotler et al, 1998, p470] Advertising should aim at:
Some of the problems with advertising include:
Personal selling Personal selling refers to direct person to person communication whereby a seller attempts to assist or persuade prospective buyers to purchase a company's product, or act on an idea. The benefits of personal selling include:
The problems with personal selling are that:
Sales promotion Sales promotion refers to marketing activities that provide extra value or incentive to consumers or middlemen for purchasing a product. The benefits of sales promotion include:
The problems of sales promotion are that:
Publicity/public relations Publicity/public relations can be defined as the nonpersonal communication about an organisation, product or idea that is not directly paid for, nor run under identified sponsorship. The benefits of publicity/public relations are as follows:
The problems of publicity/public relations are:
Direct marketing Direct marketing is a system of marketing by which organisations communicate directly with target customers to generate a response and/or transaction. The benefits of direct marketing are as follows:
The problems of direct marketing include:
Direct marketing will be looked at in more detail in Lecture 12. |
Basic promotion strategies |
The push vs pull strategies can be defined as follows:
Response process The response process can be defined by a buyer moving through the stages of AIDA in succession. AIDA refers to the following: |
Types of advertising |
Informative Informative advertising consists of the following:
An example of informative advertising is; Call 1-800-555-1212 for more information about� Persuasive advertising includes:
Avis - we try harder! ReminderReminder advertising consists of the following:
EverReady batteries keep going, and going, and going� Identify the target marketThe advertising target is that portion of the target market which the firm wants to attract. Examples of advertising targets include:
The three major objectives of advertising are to inform, to persuade and to remind. The objectives of informing are:
The objectives of persuading are as follows:
The objectives of reminding are as follows:
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The advertising message |
Tips for effective advertising:
What to say: the appeal is the central theme or idea. How to say it: the execution format is the style of presentation. Message appeal There are two main types of appeal contained in the advertising message. They are:
The following are examples of message execution:
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The media plan |
The goal of the media plan is to find a combination of media that will enable the marketer to communicate the message in the most effective manner possible at the minimum cost. Developing a media plan involves:
Types of media The main types of media are:
Outdoor The largest support media category is outdoor. It includes billboards as well as electronic strips, inflatables, sporting stadium signage, neon signs etc. Additional out-of-home media Out-of-home media include aerial advertising, such as blimps, aircraft pulling banners and skywriting, mobile billboards, in-store media, such as videos on shopping carts, in-house radio and TV as well as additional media, such as rubbish bins and ATMs. Transit advertising Transit advertising may be on the inside of bus, trains and trams in the form of cards or on the backs of tickets, outside posters or at stations, terminals or platforms in the form of floor displays, showcases and posters. Other media Other media may take the form of Yellow Pages, movie, theatre and video advertising or in-flight advertising. |
Sales promotion |
Sales promotion is a direct inducement that offers an extra value or incentive for the product to the sales force distributors or ultimate consumers, with the primary objective of creating an immediate sale. The key points of sales promotion are as follows:
Sales promotion types Consumer - orientated sales promotions The basic objective of the consumer orientated sales promotion is to induce purchase. Other objectives include:
Trade - orientated sales promotions The objectives of trade orientated sales promotions include:
Advertising vs sales promotion Advertising is characterised by the following traits:
Sales promotion is characterised by:
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