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    Promotion Decisions

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    Lagishetty Abhiram
    The document discusses developing effective marketing communications strategies. It outlines 8 key steps: 1) Identifying the target audience, 2) Determining communication objectives, 3) Designing messages, 4) Selecting communication channels, 5) Establishing budgets, 6) Deciding on media mix, 7) Measuring results, and 8) Managing integrated marketing communications through the product lifecycle. The goal is to understand audiences, set objectives, craft appropriate messages, and deploy the right mix of channels to effectively promote products and measure the impact.

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    Promotion Decisions

    Uploaded by

    Lagishetty Abhiram
    60 views21 pages
    The document discusses developing effective marketing communications strategies. It outlines 8 key steps: 1) Identifying the target audience, 2) Determining communication objectives, 3) Designing messages, 4) Selecting communication channels, 5) Establishing budgets, 6) Deciding on media mix, 7) Measuring results, and 8) Managing integrated marketing communications through the product lifecycle. The goal is to understand audiences, set objectives, craft appropriate messages, and deploy the right mix of channels to effectively promote products and measure the impact.

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    The document discusses developing effective marketing communications strategies. It outlines 8 key steps: 1) Identifying the target audience, 2) Determining communication objectives, 3) Designing messages, 4) Selecting communication channels, 5) Establishing budgets, 6) Deciding on media mix, 7) Measuring results, and 8) Managing integrated marketing communications through the product lifecycle. The goal is to understand audiences, set objectives, craft appropriate messages, and deploy the right mix of channels to effectively promote products and measure the impact.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    60 views21 pages

    Promotion Decisions

    Uploaded by

    Lagishetty Abhiram
    The document discusses developing effective marketing communications strategies. It outlines 8 key steps: 1) Identifying the target audience, 2) Determining communication objectives, 3) Designing messages, 4) Selecting communication channels, 5) Establishing budgets, 6) Deciding on media mix, 7) Measuring results, and 8) Managing integrated marketing communications through the product lifecycle. The goal is to understand audiences, set objectives, craft appropriate messages, and deploy the right mix of channels to effectively promote products and measure the impact.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 21

    PROMOTION DECISIONS

    SERVICES MARKETING FRAMEWORK

    CUSTOMER
    EVALUATION

    PRICE • SPECIFICATIONS •RELIABILITY


    • PROCESS
    CUSTOMER •RESPONSIVEN
    • PEOPLE CUSTOMER
    DIST • AMBIENCE/ ESS. SATISFACTION/
    CRM
    Physical evidence SERVICE DISSATISFACTION
    •ASSURANCE
    TECHNOLOGY& STANDARDS
    PROMO •EMPATHY
    EQUIPEMENTS
    •TANGIBILITY
    • Service
    guarantee
    • Complaint
    management.
    Promotion methods

    • Personal Selling
    • Advertising
    • Sales promotion
    • Events
    • Public relations
    and Publicity
    • Direct marketing
    The company which owns brands such as Nestle,
    Maggi, Everyday, Bar-one, Nescafe, Maggi, Milo,
    Bar-One, Milkmaid , Nestea,Munch, Kitkat, Milky
    bar, Polo, Alpino, had a total income of Rs.11,550 cr
    and a PBT of Rs.2428 cr in 2018 .

    Their promotion spend for the year was Rs. 866


    Communication Platforms- methods
    Advertising Personal Selling
    • Print and broadcast ads • Sales presentations
    • Packaging inserts • Sales meetings
    • Motion pictures • Incentive programs
    • Brochures and booklets • Samples
    • Posters • Fairs and trade shows
    • Billboards
    • Logos
    • Videotapes
    Communication Platforms-
    methods
    Sales Promotion Public Relations
    • Contests, games, • Press kits
    sweepstakes • Speeches
    • Premiums • Seminars
    • Sampling • Annual reports
    • Trade shows, exhibits • Charitable donations
    • Coupons • Publications
    • Rebates • Community relations
    • Entertainment
    • Lobbying
    • Continuity programs
    • POP displays
    Communication Platforms
    Events/ Experiences Direct Marketing
    • Sports • Catalogs
    • Entertainment • Mailings
    • Festivals • Telemarketing
    • Arts • Electronic shopping
    • Causes • TV shopping
    • Factory tours • Web sites
    • Company museums • E-mail
    • Street activities • Voice mail
    Steps in Developing Effective
    Communications
    Identify target audience
    Determine objectives
    Design communications
    Select channels
    Establish budget
    Decide on media mix
    Measure results
    Manage IMC
    Developing Effective Communications
    Understanding the Audience

    1. Identify the Target Audience


    a. Image analysis
    • Familiarity scale

    Never Heard of Know a Know a Fair Know


    Heard of Only Little Bit Amount Very Well

    • Favorability scale
    Very Somewhat Indifferent Somewhat Very
    Unfavorable Unfavorable Favorable favorable
    Images of Three Hospitals (Semantic Differential)
    Familiarity-Favorability Analysis
    Developing Effective Communications– Contd.

    2. Determine the Communication Objective


    – Cognitive
    – Affective
    – Behavioral

    Response-hierarchy models
    Response Hierarchy Models
    Developing Effective Communications… Contd..

    3. Design the Message

    – Message Content
    •Rational appeals
    •Emotional appeals
    •Moral appeals
    Developing Effective Communications.. Contd..
    4. Select the Communication Channels

    a. Personal Communication Channels


    • Personal Selling , Word of mouth
    • Direct mail, e-Mail, phone etc.

    b. Non-personal Communication Channels

    • Mass communication media channels


    Developing Effective Communications… Contd..

    5. Establish Marketing Communications


    budget

    – Affordable Method
    – Percentage-of-Sales Method
    – Competitive-Parity Method
    – Objective- task approach 19-17
    Developing Effective Communications… Contd..

    6. Decide on media mix


    •Marketing Goals/Objective
    • Personal Selling
    •Product
    • Advertising
    •Customer • Sales promotion
    •Stage of PLC • Events
    •Competition • Public relations
    •Budget and Publicity
    •Environment • Direct marketing
    Developing Effective Communications… Contd..
    7. Measuring results of the Promotion

    • Pre and Post test marketing


    • Post launch studies- market research
    • Collecting performance data – sale/revenue,
    cost, profit, market share etc.
    8. Managing IMC through PLC
    Decision issues in Advertising
    • Why advertise ? Marketing and Advertising
    objective
    • When to advertise?
    • To whom to advertise? Definition of the target
    audience.
    • Ad. Budget.
    • Ad. Agency selection.
    • What to communicate? Communication
    theme.
    • How to advertise- Media

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