BUAD 307 PROMOTION Lars Perner, Instructor 1 Promotion Elements of the Promotion Mix Advertising Strategies Other Methods of Promotion.

Slides:

Advertisements

Similar presentations

Media Planning Client provides relevant information to agency in the form of a media brief. Market Profile Brand Media Profile Competitor Media Usage Target.

Advertisements

© 2009 South-Western, a part of Cengage Learning Chapter 1 The World of Advertising and Integrated Brand Promotion PPT 1-1.

MULT. INTEGERS 1. IF THE SIGNS ARE THE SAME THE ANSWER IS POSITIVE 2. IF THE SIGNS ARE DIFFERENT THE ANSWER IS NEGATIVE.

IMC Communication Tools

Promotion Integrated Marketing Communication

© Prentice Hall, 2005 Business In Action 3eChapter Developing Distribution and Promotional Strategies.

Slides prepared by Joe Rosagrata

EFFECTIVE PROMOTION MEANS EFFECTIVE COMMUNICATION

Essentials of Marketing 13e

INTEGRATED MARKETING COMMUNI- CATIONS AND DIRECT MARKETING C HAPTER.

Advertising, Sales Promotion, and Public Relations Chapter 19 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights.

Promotion Means Effective Communications Marketing Chapter 15.

Ch. 36, Promotion Is Communication

Students will discover the importance and elements used in developing a PROMOTION MIX to market sports businesses.

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Planning the Promotion

Amount of time average American child spends in front of electronic screens in one day? __________ How long is television on each day in a typical American.

Sales Promotion, Events, and Sponsorships

นำเสนอ หนังสือ เรื่อง Advertisi ng Procedur e Procedur e.

Addition 1’s to 20.

Sales Promotion Sales Promotion What is the difference between advertising and sales promotion? Advertising provides a reason to buy, and sales.

A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 1 of 16 Promotions Management – Week 2 Issues in a Communication.

Halaman 1 Matakuliah: J0084 / Introduction to Management and Business Tahun: 2007 Versi: 1 / 3 Pertemuan 24 (Twentyfourth Meeting) Promoting Product.

Seminar Pemasaran Strategi Komunikasi.

Standard 2.  Understand the role of Promotion  Define Promotion: ◦ Any form of communication a business or organizations uses to inform, persuade or.

INTEGRATED MARKETING COMMUNICATIONS Chapter 1. What’s Happening?

Advanced Marketing The Promotional Mix. Promotion Defined Any form of communication used to inform & persuade consumers to buy products or services.

Virtual Business Sports Media Planning. Promotion All activities used to inform & persuade consumers to buy products & services.

Advertising, Sales Promotion, & Public Relations Chapter 17.

International Marketing © Thomson/South-Western ChapterChapter International Marketing Communication Exemplify the communication model and steps.

Promotional Mix The combination of promotional activities that an organization uses to communicate its message and sell its products. Possible Activities.

1-1 1 Chapter One Integrated Marketing Communications Dr. Abdullah Sultan Fall 09.

Unit B Planning and Preparing to Manage a Small Business Competency 5.00 Understand pricing, promotion, and market planning.

Integrated Marketing Communications (IMC) Mix Advertising Trade Shows Sales Promotion Personal Selling Direct Selling Public Relations.

Promotions HSS 5263 Sport Marketing Brian Turner.

Measuring the Effectiveness of the Promotional Program

MARKETING COMMUNICATION

BUAD 307 PROMOTION Lars Perner, Instructor 1 PROMOTION Elements of the Promotion Mix ● Advertising Strategies ● Other Methods of Promotion.

MARKETING MARKETING © South-Western Thomson CHAPTER 15 Promotion Means Effective Communication 15.1 Promotion as a Form of Communication 15.2 Types of.

Promotional Mix Written by: Stacy Orr and Cheryl Tays GACTAE Resource Network.

MKTG 370 PROMOTION Lars Perner, Instructor 1 Integrated Marketing Communications and Promotion  Elements of promotion  Advertising strategies  Other.

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Integrated Marketing Communications and Promotion

Promotional Strategies Developing a Promotional Mix.

CHAPTER 15: Effective Promotion Means Effective Communication Mrs. Piotrowski Principles of Marketing 1.

Bell Ringer Have you ever heard of the Microsoft X Box? How did you hear about it?

Marketing I Curriculum Guide. Promotion Standard 6.

STUDENTS WILL UNDERSTAND AND DEMONSTRATE KNOWLEDGE OF PROMOTION Standard 2.

1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Prepared by Deborah Baker Texas Christian University.

1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 12 Prepared by Deborah Baker Texas Christian University.

D. Marketing a Small Business Describe the elements that make up the promotional mix Identify the function of promotion in small business.

Lecture on Types of Advertising

Integrated Marketing Communications

INTEGRATED MARKETING COMMUNICATIONS (IMC) PLAN Communications Channel

Media Planning and strategy

Integrated Marketing Communications

Students will understand and demonstrate knowledge of Promotion

Mrs. Alexander-Harrison

Integrated Marketing Communications

Promotion involves a number of tools we can use to increase demand for products. This could either be in the sense that a larger quantity is bought, that.

Presentation transcript:

BUAD 307 PROMOTION Lars Perner, Instructor 1 Promotion Elements of the Promotion Mix Advertising Strategies Other Methods of Promotion

BUAD 307 PROMOTION Lars Perner, Instructor 2 Learning Objectives Understanding the obstacles that advertising messages face Understanding the choices facing marketing managers regarding –Promotional objectives –Promotional message –Media choice –Advertising and promotion spending

BUAD 307 PROMOTION Lars Perner, Instructor 3 Elements of the Promotion Mix Advertising Sales Promotion –Sales –Coupons –Rebates –Premiums Personal selling Public relations Direct marketing

BUAD 307 PROMOTION Lars Perner, Instructor 4 Some Media Alternatives Television –Conventional advertisements –Infomercials –Sponsorship programming –Placements In programming Superimposed Radio Magazines Newspapers Outdoor Internet Point-of-purchase Other –Movie theaters –On other products

BUAD 307 PROMOTION Lars Perner, Instructor 5 Reaching the Customer: Encoding, Noise, and Decoding ENCODINGTHEMESSAGEMESSAGECHANNELDECODINGTHEMESSAGERECEIVER CHANNEL FEEDBACK NOISE SENDER. Text, p Mktg mgr Advertising mgr Advertising agency agencyAdvertisementCoupon Sales presentation Press release Store display Media, Salesperson Retail store News program Receiver interpretation of interpretation of the message the messageCustomers Media audience News media Clients Other ads News articles Other store displays

BUAD 307 PROMOTION Lars Perner, Instructor 6 Advertising Intensity and Return --A Typical Relationship Response (e.g., sales, recall) Amount of Advertising Spending The S-Shaped Curve Saturation Point Relatively high effectiveness Too little to do much good

BUAD 307 PROMOTION Lars Perner, Instructor 7 Measuring Advertising Effect Several possible criteria: – Scanner data Individual TV exposure can be matched against actual purchases Available only for grocery products – Increase in sales (but it may be impossible to separate effects of different simultaneous ads and other factors)NOT GENERALLY RELIABLE! – Lab studies: Recall Attitude toward product Preference

BUAD 307 PROMOTION Lars Perner, Instructor 8 Scanner Data Research TELEVISIONEXPOSURE DEMOGRAPHICINFORMATION ANALYSIS RECORDEDPURCHASES HOUSEHOLDFILE Purchase on occasion: Yes, no Time since previous purchase Previous purchases Current price Previous price Current promotional status Previous promotional status Current display status Previous display status Display status of competing brands Promotional status of competing brands Coupon used: Yes, no Coupon available: Yes, no Coupon available for other brands? Yes, no Amount of coupon Family size Occupation Income Home ownership No. of ads seen by shopper Ads seen for competing brands Split cable

BUAD 307 PROMOTION Lars Perner, Instructor 9 Japanese AdvertisingUse of animation and cartoon characters

BUAD 307 PROMOTION Lars Perner, Instructor 10 Breaking Through the Clutter

BUAD 307 PROMOTION Lars Perner, Instructor 11 Taiwan

BUAD 307 PROMOTION Lars Perner, Instructor 12 Billboards…

BUAD 307 PROMOTION Lars Perner, Instructor 13

BUAD 307 PROMOTION Lars Perner, Instructor 14

BUAD 307 PROMOTION Lars Perner, Instructor 15 Brazil: Brand Promotion

BUAD 307 PROMOTION Lars Perner, Instructor 16 Animated Advertisement (Korea)

BUAD 307 PROMOTION Lars Perner, Instructor 17 Ambiguous Ethnicity

BUAD 307 PROMOTION Lars Perner, Instructor 18

BUAD 307 PROMOTION Lars Perner, Instructor 19

BUAD 307 PROMOTION Lars Perner, Instructor 20 China