MARKETING Plan Promotion CHAPTER 10 9/17/2018 MARKETING Plan Promotion ITB

Learning goals Justify the importance of communication in marketing. CHAPTER 10 9/17/2018 Learning goals Justify the importance of communication in marketing. Identify and describe the common types of promotion. ITB

CHAPTER 10 9/17/2018 Key Terms Promotion ~ any form of communication use to inform, persuade, or remind. Effective communication ~ exchange of information so there is common understanding by all participants. Personal selling ~ direct, individualized communication with prospective customers to assess their needs and assist them in satisfying those needs with appropriate products and services. Advertising ~ any paid form of communication through mass media directed at identified consumers to provide information and influence their actions. ITB

CHAPTER 10 9/17/2018 COMMUNICATION Provide information to consumers to persuade, inform or remind. Advertising Media Salespeople Internet Customers provide information in the form of feedback More specific by understanding the needs and decision-making process of your target market! ITB

Components of Effective Communication CHAPTER 10 9/17/2018 Components of Effective Communication ITB

Medium: How the sender chooses to send the message CHAPTER 10 9/17/2018 How it USUALLY LOOKS Marketer Encodes Message Receiver Decodes Message Medium: How the sender chooses to send the message Feedback: How the receiver responds Noise: Gets in the way of understanding the message ITB

Communication in action CHAPTER 10 9/17/2018 SENDER: Alpro Soya, which wants to promote the benfits of soy milk. MESSAGE: Text and images communicate benefits and versatility of their soy milk. MEDIUM: Magazine focused on food RECEIVER: Readers of the magazine, may interpret that Soya is healthy and makes good smoothies. ITB

Communication in action CHAPTER 10 9/17/2018 FEEDBACK: Readers may purchase, call, visit website or do nothing. NOISE: Readers might not be sure what Soya is or may feel that you can’t substitute for the dairy products that are essential for good health. ITB

Think about it >> CHAPTER 10 9/17/2018 Think about it >> How does identifying a target market improve promotion communications? Answer Communication can be developed and directed more specifically if a target market is identified. ITB

PROMOTION Personalized Promotion Mass Promotion CHAPTER 10 9/17/2018 PROMOTION Personalized Promotion Direct communication w/ customer Tailors information for that customer a.k.a. Personal Selling Mass Promotion Communicates with many people at the same time Common message ITB

PROMOTION Mass Promotion (continued) Advertising~ paid communication through mass media to influence the public Publicity~ non-paid promotion Public Relations~ ongoing program of paid and non-paid communications. Planned to favorably influence public opinion Sales Promotions ~activities and materials designed to reinforce a company’s brand or image

PROMOTION Mass Personalization Combines the advantages of personal selling and mass promotion Begins as mass promotion and then invites prospective customers to call, write, or go online, for a more personal analysis of their needs.

CHAPTER 10 9/17/2018 Case Studies (25 points) With your three tablemates come up with two marketing communication examples (one print advertisement, one video advertisement) and develop a PowerPoint or Prezi that: Identifies each of the elements of Effective Communication Identifies who you think the target audience is. Discusses whether the marketer is demonstrating effective or ineffective communication. ITB