Promotion II

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What We Will Discuss Today
 Communication
 Promotion
 Setting
the promotion budget and mix
 Advertising
 Sales
Promotion
 Public
Relations
What is the Purpose of
Communication?
Steps in Developing
Effective Communication
Identify
the
Target
Audience
Determine
the
Response
Sought
Choose
the
Message
Choose
the
Media
Collect
Feedback
Select
the
Message
Source
Factors in Setting the
Promotion Mix
 Type
of product/market
 Push
versus Pull Strategy
 Buyer
Readiness Stage
Advertising Objectives
 Inform
 Persuade
 Remind
Creating the Advertising
Message
 Message
generation
 Message
evaluation and selection
 Message
Execution
Selecting Advertising Media
 Reach,
Frequency and Impact
 Media
Types
 Media
Vehicles
 Media
Timing
Advertising Evaluation
 Evaluating
communication effects
 Pretests
 Post-tests
 Evaluating
sales effects
Goals of Promotions
 Informative
 Provide
information on product
characteristics
 Remind consumers of product at the time
of purchase
 Incentive
 Price
discrimination
 Consumption increase
 Inventory transfer
Public Relations Tools
 Press
relations
 Corporate
communications
 Lobbying
 Counseling
What We Discussed Today
 Communication
 Setting
the promotion budget and mix
 Advertising
 Sales
Promotion
 Public
and Promotion
Relations