PROMOTIONAL MIX Marketing Management Session 11 November 18, 1998

SESSION OUTLINE Basic concepts in communication The elements of the promotional mix Promotion and the PLC

BASIC CONCEPTS IN COMMUNICATION How promotion fits in the marketing mix –communicates information about the product –where –at what price The communication process

The Communication Process Sender Receiver Response Decoding Feedback Encoding Noise Message Media © 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

PROMOTIONAL TOOLS Mass advertising Sales promotion Sponsorships Personal selling

PERSONAL VS. MASS Instant feedback Adapted message Long and complex message High cost per contact One contact Standard message Targeted at « average » consumer Short message High total cost Long duration

Push versus Pull Strategy Retailers and Wholesalers Retailers and Wholesalers Consumers Retailers and Wholesalers Retailers and Wholesalers Producer marketing activities Reseller marketing activities Push strategy Pull strategy Producer marketing activities Demand © 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Buyer-Readiness Stages Awareness Knowledge Liking Purchase Conviction Preference © 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

PROMOTION OBJECTIVES AND THE PLC Introduction stage –information Growth stage –create preference Maturity stage –maintain loyalty Decline stage –narrow target market

NEXT SESSION Personal Selling Direct and on-line marketing Chapters 16 and 17