Adapting the promotional mix

Promotional planning (Hansen 2001) Objectives Budget MessagePromotional mix Media selection Agency selection Evaluation

What needs to be decided Objectives –based on STP strategy –market entry/distribution (push or pull) Budget –estimated market size, share sales revenue –or capacity, utilisation, frequency –use % sales method –take into account PLC stage?

Message adaptation after Schramm, Terpstra Sender Objectives Credibility Receiver Needs Perceptions Attitudes Cultural Language Legal Economic Competitive Media factors Feedback CodingDecoding

Coding factors Cultural expectations of advertising (Usunier) persuasive, informative, or ‘dream-orientated’ –viewing habits - attention span –pre- or post-literate culture –wide or limited choice –perceived risk - involvement Language, concepts, symbols Message = facts + noise (Anholt, Admap Oct 1993) The noise - the style, idiom and humour- is untranslatable

Legal restrictions See European Advertising and Media Yearbook Based on cultural attitudes ‘publiphobia’ Voluntary or statutory systems What can be advertised How it can be advertised –comparative advertising –price-led promotions –direct marketing databases Where

Agency selection See Marketing 29/3/01 p Global one-stop shops - WPP, Interpublic, Havas –offer integrated global campaigns through the line –investment in high production values (Guinness) –or bland global imagery that says nothing? –Sounds like “a foreigner speaking through an interpreter”? Local agencies can tap into local cultural values “which don’t change just because people share a taste for Chicken McNuggets” Solve local marketing problems –eg consumer perceptions (Skoda) adapt quickly to changing markets