Principles of marketing MKTG 8e joe hair carl mcdaniel chapter 015

Marketing
Communications

Chapter 15
Lamb, Hair, McDaniel
2014-2015

1

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1

Discuss the role of promotion in the
marketing mix

2

Describe the communication process

3

4

Explain the goal and tasks of
promotion
Discuss the elements of the
promotional mix
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5

Discuss the AIDA concept and its
relationship to the promotional mix

6

Discuss the concept of integrated
marketing communications

7

Describe the factors that affect the
promotional mix

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3


The Role of Promotion in
the Marketing Mix

Discuss the role of
promotion in the
marketing mix

4

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1


The Role of Promotion
Promotional Strategy

1
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5


Exhibit 15.1
Role of Promotion in the Marketing Mix

1
6
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Competitive Advantage
High
High product
product quality
quality
Rapid

Rapid delivery
delivery
Low
Low prices
prices
Excellent
Excellent service
service
Unique
Unique features
features
1
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7


Marketing Communication

Describe the
communication
process

8

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2

Communication
The process by which
meanings are
exchanged or shared
through a common set
of symbols.

2
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9


Marketing Communication
Categories
Categories of
of
Communication
Communication

Interpersonal
Interpersonal
Communication
Communication

Mass
Mass
Communication
Communication

2
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Marketing
Communication
As Senders

As Receivers

 Inform

 Develop messages

 Persuade

 Adapt messages

 Remind

 Spot new
communication
opportunities

2
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11

Exhibit 15.2
Communication Process

2
12
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Communication and the
Internet
Traditional advertising Internet and
model:
social media
advertising:
•Impersonal
•Numbers driven
•Unquantifiable consumer
behavior

•Personal
•Direct
communication
•Feedback driven
•Highly visible
communication

2
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13


The Goals of Promotion

Explain the goals and
tasks of promotion

3
14

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Goals and Tasks of Promotion
Informing
Informing

Reminding
Reminding

Target
Target
Audience
Audience

Connecting
Connecting

Persuading
Persuading

3
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Goals and Tasks
of Promotion
Informing
Informing

Reminding
Reminding
PLC Stages:

PLC Stages:
Stages
Introduction
Early Growth

Maturity

Target
Target
Audience
Audience
PLC Stages:

PLC Stages:
Stages

Growth
Maturity

All

3

Connecting
Connecting

Persuading
Persuading

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Goals and Tasks of Promotion
Informative Promotion


Increase awareness



Explain how product works



Suggest new uses



Build company image

3
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Goals and Tasks of Promotion
Persuasive Promotion


Encourage brand switching



Change customers’ perceptions of
product attributes



Influence immediate buying decision



Persuade customers to call

3
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Goals and Tasks of Promotion
Reminder Promotion


Remind customers that product
may be needed



Remind customers where
to buy product



Maintain customer awareness

3
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Goals and Tasks of Promotion
Connect Promotion


Form relationships through
social media



Encourage transparent
information exchange



Customers become brand
advocates

3
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The Promotional Mix

Discuss the
elements of the

promotional mix

4
21

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The Promotional Mix

4
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Advertising
Most commonly distributed by
traditional media, though
increasingly through nontraditional media, such as Web
sites, e-mail, blogs, and
interactive video kiosks in malls
and supermarkets.

4
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Advertising Media
Traditional
Advertising Media











4

Television
Radio
Newspapers
Magazines
Pay-per-click
advertising
Banner
advertising
Direct mail
Billboards
Transit
advertising

New Advertising

Media






Web sites
E-mail
Blogs
Interactive
video kiosks

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Advertising
Advantages

Disadvantages

 Reach large number
of people

 Total cost is high

 Low cost per
contact

 National reach is
expensive for small
companies

 Can be microtargeted

4
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