The Communications mix Variables affecting the mix: Specific objectives Type of product Type of buying situation 'Push' vs 'pull' Position in market (market.

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Presentation transcript:

The Communications mix Variables affecting the mix: Specific objectives Type of product Type of buying situation 'Push' vs 'pull' Position in market (market share), market growth & market concentration Internal strategies

Tools / objectives Advertising: long-term brand image nurturing Sales promotion: short-term tactical temporary sales booster  Price discounts dilute brand franchise, quality images of the brand Objectives sought & required response:  Build awareness: PR & advertising  Brand switching: sales promotion supported by advertising or direct mail  Exceptions: some ad + sales prom designed to create database to allow dynamic dialogue & relationships

Setting the promotion mix Type of product market Consumer vs. industrial goods Consumer goods  Advertising  Sales promotion  Personal selling  Public Relations Industrial goods  Personal selling  Sales promotion  Advertising  Public Relations

Relative effectiveness of tools Type of purchase High involvement: important, expensive, risky, require careful analysis Low involvement: low risk, frequent purchase, inexpensive Buyers can move from high to low involvement with experience

Response Models Learn-feel-do: high involvement with high differentiation (classic response hierarchy models) Do-feel-learn: high involvement but little or no differentiation Learn-do-feel: low involvement with low differentiation

Relative effectiveness of tools Purchaser's decision process model:  awareness [advertising & PR]  interest  conviction  purchase [personal selling & sales promotion]  post-purchase (feelings or behaviour) [advertising]

High involvement

Low involvement

'Push' vs 'pull' strategies 'Push':strong salesforce supported by trade promotions to push product into the distribution channels & shelves --> distribution penetration 'Pull': pulling customers into stores & motivating them to pull product off shelf --> advertising to create customer dd 'Pull' helps 'push' Kotler: Lever Bros use 'push' vs Procter & Gamble use 'pull'

Integrating the coms mix Goal: to create bigger impact & be more cost- effective Publicity & advertising:  major ad campaigns supported by PR / press launches  sales promotion supported by ad or PR or both  direct promotion = direct marketing + sales promotion  on-pack promotion  sales promotion supported by personal sellings