1. PROMOTION

2. LEARNING OBJECTIVES Identify
Opportunities to use different elements of the promotion mix
Types of media more suitable for different communications tasks
Identify and address obstacles to “getting through” to potential customers
Identify implications of the S-shaped curve of advertising effectiveness for brand building
Identify and address potential promotional objectives
Identify and plan for the steps in the professional selling process and the challenges presented by each

3. PROMOTION Ways to reach and influence potential customers
“Triggering” (thoughts about the brand or product)
Awareness
Behaviors (e.g., trial, brand choice)
Beliefs
Preference

4. Elements of the Promotion Mix

5. Some Media Alternatives
Television
Generally limited attention
Both visual and auditory modality
Can target specialized audiences
Pre-recording and ad “zipping”
Seeing part of an ad through zipping appears to have a greater impact than seeing the complete ad (attention needed to see if you have “arrived”)
Radio
Can certain people at work
Increasing opportunities to “opt out” of ads through paid services
Magazines (print or online)—can reach specialty markets
Newspapers
Increasingly read online
Outdoor
Internet
Can involve animation and interactivity
Advertising based on previous online activity
Point-of-purchase
Other
Movie theaters
On other products

6. Reaching the Customer: Encoding, “Noise,” and “Decoding”
(Distractors)
Note that things can go wrong in steps 2, 3, and 4. The message must compete with other ads and for limited customer attention. Repetition is crucial.
Other ads
News articles
Other store displays
SENDER
ENCODING
THE
MESSAGE
MESSAGE
CHANNEL
DECODING
THE
MESSAGE
RECEIVER
Media, Salesperson
Retail store
Marketing mgr
Advertising mgr
Advertising
agency
Advertisement
Coupon
Sales presentation
Press release
Store display
Receiver
Interpretation of
the message
Customers
Media audience
News media
Clients
CHANNEL FEEDBACK

7. Adjusting the Message to the Medium
Messages in specialty magazines (print or online) can be more specific and involve more text
Billboard messages require very concise messages
In a TV ad, the message usually has to get through in thirty seconds or less
Radio advertising has to rely entirely on the auditory modality
Animation and interaction are possible in online advertising

8. Involvement and Communication
The amount of detail that customers will process will depend on the importance of the product
Assuming interest, more information will be absorbed under conditions of low distraction than
While driving or being otherwise engaged
When access to cell phone or computer is more difficult

9. Advertising Intensity and Return—A Typical Relationship
The “S”-Shaped Curve 1
0.8
high effectiveness
Relatively
0.6
Saturation
Point
Response (e.g., sales, recall)
0.4
0.2
Too little to do
much good 5 10 15 20 25
Amount of Advertising Spending

10. Some Promotional Objectives
Brand awareness
Knowledge of product category
Existence
Benefits
Functions
Technology
Knowledge of brand differences
Brand attitude
Favorable beliefs about the brand
Overall
Relative to competitors
Positive affect (e.g., increased liking, “warm” feeling, personal connection)
Intention to use and usage frequency
Product category or brand trial
Brand preference
Willingness to pay a premium for the brand
Resistance to competitor promotions (e.g., sales, coupons)
Willingness to buy under less convenient circumstances
Increase in product category or brand usage
Quantity used
Frequency used
Scope of uses
Increase in short term sales
Objectives involve what we are trying to achieve rather than the specific methods of accomplishing these goals.

11. Promotional Objectives Across the Product Life Cycle (PLC)
Introduction
Advertising and public relations  awareness
Sales promotion  trial
Personal selling  distribution
Growth
Advertising and PR  brand loyalty
Less emphasis on sales promotion
Maturity
Advertising persuasion, reminder
Sales promotion  market share
Decline
Reduction in advertising and PR
More emphasis on sales promotions  temporary sales

12. Some Advertising Strategies
Comparative ads
Illegal in most countries
Generally very disliked by U.S. consumers but still relatively effective
Humor appeal
A way to get attention to the advertisement—but the consumer may remember the humor and not what the product featured was
Adding beliefs
Classical conditioning (association)
Fear appeal
To be effective:
Feared stimulus must be of medium intensity—enough to motivate action but not so intense that the individual “tunes out” the ad
A clear solution must be offered—e.g., use Listerine™ to avoid tooth loss due to gingivitis
Repetition
Celebrity endorsements

13. The Personal Selling Process
Generate and qualify leads
Customer potential will need to be sufficient to justify the cost of a sales call
Pre-approach—learning relevant background about the customer; identifying value to offer
Sales presentation and overcoming objections
Closing the sale
Follow-up
Satisfaction with immediate purchase and issues experienced
Maintaining long term relationship