*
A.
Describe the elements of the promotional mix.
B.
Explain factors affecting the selection of a
promotional mix.
C.
Different Promotional Techniques used on Airports
D.
Message Effectiveness
*
*
Describe the elements of
the promotional mix.
*
To tell consumers about a company’s …
Ideas
Services
Images
Goods
*
To persuade consumers to buy
Promotion’s Recipe
for Success:
Mix various
communication
activities together and
serve to potential
customers until desired
outcome is achieved.
*
• Advertising
• Personal selling
• Publicity
• Sales promotion
Flynn
The bikes
the pros
use.
Traveler Magazine
The Top 5
Airlines!
25% Off
Coupon
*
*
Any paid form of nonpersonal presentation of ideas,
images, goods, or services
The most visible element of the promotional mix
•
Actual cost of advertisement is quite high.
•
Since many people receive the message,
the per contact cost is very low.
The New Barchetta
Diamonds from
Desmond’s
Jewelers are a girl’s
best friend.
Say No to Drugs.
Services
Ideas
Images
Goods
At Techco, we’re
friendly to our
customers and
the environment.
The Vet for Your Pet
*
Messages can be delivered by:
•
•
•
•
•
•
•
•
Television
Radio
Newspapers
Magazines
Direct mail
Outdoor advertisements
Directories
The Internet
*
Determines client needs/wants and responds through
planned, personalized communication that influences
purchase decisions and enhances future business
opportunities
My budget won’t
allow me to replace
them all at once,
but I want them to
be compatible.
You might want
to consider leasing
Are you planning
computers. You can
on replacing all
get free service
of your computers
and upgrade to a
at once?
newer model whenever
you want!
Selling
* Disadvantage
I like the sound
of this stereo,
but I think it’s a
little large for
my dorm room.
We do carry a
bookshelf model
with similar
sound quality.
On a per contact basis,
selling is the most expensive
form of promotion.
• Immediate feedback
• Flexibility
*
*Any nonpersonal presentation of ideas, goods,
or services that is not paid for by the company
or individual which benefits from or is harmed
by it
• Many consumers pay close attention to publicity.
– Feel publicity has more credibility because it is not a commercial message
– View publicity as news
Example: Mention of a company’s charitable activities in print or
broadcast media
*
“Tae-Bo has really changed my life. I’ve lost weight,
toned-up, and feel better than ever.”
-Susie Wells, CA
A company web site can be used to obtain and display positive
feedback.
*
OnlineNews.com
Car shopping on the web
Buying a car on the web just got
easier! Autobytel.com will help
you get the financing, pick out the
model, color and extras. Then
they provide a quote from a local
dealer. All at the touch of a
keypad.
A business’s goods, services, or web site might be mentioned in an Internet newsgroup.
*
LINK TO ACME.COM
A company might agree to provide a link to another business’s web site in exchange for the
same consideration.
*
* Promotional activities other than advertising,
personal selling, and publicity which stimulate
purchases
* Sales promotion activities include:
Visual
Product
merchandising
Novelty
Free
Fashion
Instant
Trade
Contests
Coupons
demonstrations
Exhibits
samples
rebates
items
shows
shows
or displays
*
* Plays a key role in obtaining and
keeping customers
* Enables businesses to
communicate effectively with
customers
* Informs consumers about
goods/services and persuades
them to buy
*
Explain factors affecting the
selection of a promotional
mix.
Marketers Try To Create the
Ideal Blend of Promotional
Activities for Their Businesses.
Publicity
Personal
selling
Sales promotion
Must decide which methods will
Advertising
No magic formula that marketers
best reach potential customers and communicate
use to help design promotional mix
desired message
Hard to determine effectiveness of the different
promotional methods
*
Must be carefully analyzed
before marketers decide when
and where to invest promotional
funds
Good,
Distribution
Product’s
service, image,
Product’s
company
channels
or idea
target market
*
* Type of product
Convenience goods
Shopping goods
Specialty goods
*
Geographical
Number
Type ofofConsumer
Consumers
Location
Consumer
Close
Few
Together
Market
Consumers
vs.
Advertising
Sales Promotion
Publicity
Personal Selling
Spread
Industrial
Many
Over
a
Consumers
Market
Wide Area
Dioramas
- the first and most commonly utilized
- located throughout the terminals in arriv
departures, ticketing and baggage claim a
- Wall, shelter, and king-size dioramas
Wraps
- The most widely used form of U.S.
- Applied to flat surfaces
(walls, windows, and floors)
- Flexible in size and shape
- For short or long term campaign
Cylinder Showcases
- Highly visible units
- Display products and services
- Secure setting for products such as
perfume, jewelry, fashions, and ceramics
Interactive Courtesy Phone Centers
- Located near baggage claim areas
- Information about local hospitality a
transportation services
- Consist of a unit backdrop with color
advertisements and special direct-lin
telephones located on the front of
each unit
SkyScreens (Plasma)
- Provide digital advertising and
information
- At high-traffic passenger cluster area
- Catch the eyes of people
Exhibition / Promotion Areas
- Located throughout airport terminals
- Communicate directly with the audienc
- Live promotions and open-space
- Boost brand awareness
- Encourage international travelers to vis
the duty free shops and buy
Baggage Cart Sponsorships
- Deliver total audience coverage
- Message frequency
Others
Bus shelter
Kiosks
Leaflet dispensers
Message Effectiveness
On average
Traveler arrive at airport 57 minutes
Prior to departure
On average
Passengers spend 93 minutes at the airport
High recall rates for airport advertising
Message Effectiveness: research by Leslie Brody
- 56% of frequent flyers are aware of wrap advertising on buses,
walls, windows or floors
- 92% of those who noticed airport wrap said they liked the wraps
- 90% agreed that wrap advertising has an impact
- 81% correctly recalled the advertised product or service
How We Measure?
1. Overall airport traffic
Ex) World airport ranking by total passengers 1999
Atlanta – 78,092,940 (Rank #1)
JFK, NY – 31,700,604 (Rank #20)
Orlando – total passengers 29,203,755 (Rank #24)
2. The number of brochures or leaflets taken from displays
Example: Nissan’s baggage claim ads
Nissan advertising on airport baggage claim areas
• October - December, 1999
• Promoting the new Frontier Crew Cab and 2000 Maxima
Nissan potentially reached millions of flyers
flyers wait an average of 15 to 20 minutes for their luggage
CPM: only about $ 2