Inform | ||
Persuade | Remind |
The Generalized Communications Model
Notice that there are several places in the model where the marketer can
fail. All parts must be working for the communication to succeed.
What is the relationship between the above diagram and the concepts of segments, target segments, market position, and psychological position?
The Promotion Mix
-- Consists of more than just advertising!It's Integrated Marketing Communications! Made up of one or more of the following:
- Advertising
- Public Relations
two clips that promote/ inform about Viagra
What people think of it. - Personal Selling
- All other sales promotions
including:- coupons
- special displays at POP
- trade shows
- financial incentives to the trade
- financial incentives to customers --eg rebates and price reductions
- premiums
- specialty advertising
- special sponsored events
- special sponsored charities or causes
- special tie-ins with other products or services
- Responses Sought from advertising
-
Ideally ... Profits
- Really
- Awareness
- Knowledge
- Liking
- Preference
- Conviction
- Purchase
- Knowledge
- Classifications of advertising and other promotion
- by Target Audience
- Business
- Consumer
- Consumer
- by Geographic Area
- International
- National
- Regional
- Local
- National
- by Medium
- TV
- Radio
- Magazines
- Newspapers
- Direct Mail
- Internet Web sites
- Electronic Mail
- Out-of Home (outdoor, transit, etc.)
- Radio
- by Function
- Inform
- Remind
- Persuade
- Remind
- by User
- Company
- Non-profit cause
- Government
- Polititian
- Individual
- Non-profit cause
- Media Objectives and Decisions
- Reach, Frequency, Impact
- Media Types
- Media Vehicles
- e.g. which magazine
- which tv show
- Which web site or email list
- which tv show
- Media timing
- continuous
- seasonal
- pulsed
- hybrid of above
- seasonal
- Media Types
Setting the Promotion Budget
- Rules of Thumb
- percent of sales
- what company can afford
- matching competition
- what company can afford
- Objective and Task budgeting (bottom up, decide what is needed)
- Set objectives
- Determine activities that will meet objective
- Determine cost of those activities
- Defend before top management
- Determine activities that will meet objective
- Effects Measurement
-
Copy testing
- Before the campaign
- direct ratings
- portfolio tests
- physiological response
- portfolio tests
- After the campaign
- recall
- recognition
- Sales effect testing
- changes in sales over time
- experiments to compare promotion mixes
- different cities
- split cable
- different direct mailers
- different email messages/types
- experiments to compare promotion mixes
Return to Notes list.