1. Promotion Advertising Advertising Personal Selling Personal Selling Publicity Publicity Sales Promotion Sales Promotion

2. Communication model Sender Receiver Sender Message Feedback Channel EncodingDecoding EncodingDecoding

3. Communication model Sender Receiver Sender Message Feedback Channel EncodingDecoding EncodingDecoding

4. Ideal Message (AIDA) gain Attention gain Attention hold Interest hold Interest arouse Desire arouse Desire obtain Action obtain Action

5. Promotional Mix Advertising Advertising Personal selling Personal selling Publicity/PR Publicity/PR Sales promotion Sales promotion

6. Personal Selling Direct feedback Direct feedback Targets receivers Targets receivers High cost High cost Message delivery will vary Message delivery will vary

7. Advertising/Personal Selling Trade-offs Sales  emphasis  Advertising HighComplexity Low FewNumber of Customers Many ComplexDecision-maker size Simple HighDegree of Risk Low LargeSize of Order ($) Small

8. Public relations Media Media Community Community In-house In-house Crisis Crisis

9. Public Relations— Media relations Know your media reps—consider their needs Know your media reps—consider their needs What is “news”? What is “news”? Press releases Press releases PSA’s PSA’s Local shows, remotes, bulletin boards Local shows, remotes, bulletin boards Pros and cons Pros and cons

10. Public Relations— Community Speakers’ bureau Speakers’ bureau Open houses Open houses Community organizations Community organizations Neighbors Neighbors

11. Public Relations— Staff and other stakeholders Newsletters Newsletters Special events Special events Web site and email Web site and email

12. Public Relations— Crisis Annoying negative publicity or crisis? Annoying negative publicity or crisis? Have a crisis communication plan Have a crisis communication plan  Internal first  Use media relationships  Credible spokesperson  Honest, fair, and firm

13. Public Relations—summary Approach just like other forms of promotion Approach just like other forms of promotion  Target market  How to reach them  Message  Encoding  Decoding and feedback Note: potential Marketing vs. PR conflict Note: potential Marketing vs. PR conflict

14. Sales Promotion To consumers To consumers  Coupons, rebates, contests, premiums, samples, frequent customer rewards To channel intermediaries To channel intermediaries  Allowances, co-op advertising

15. Advertising Define the audience Define the audience Determine the objectives Determine the objectives Determine the budget Determine the budget Develop the message Develop the message Pretest Pretest

16. Communication Program Media choices: pros and cons Television Television Radio Radio Newspaper Newspaper Magazines Magazines Outdoor Outdoor Direct mail Direct mail Electronic Electronic

17. Communication program considerations Reach Reach Frequency Frequency Scheduling Scheduling Cost Cost Evaluation Evaluation

18. PROMOTION SUMMARY WHO ARE WE TRYING TO REACH? WHO ARE WE TRYING TO REACH? WHAT ARE WE TRYING TO ACHIEVE? WHAT ARE WE TRYING TO ACHIEVE? GIVEN OUR PRODUCT, TARGET MARKET, AND GOALS—WHAT IS THE BEST PROMOTIONAL MIX? GIVEN OUR PRODUCT, TARGET MARKET, AND GOALS—WHAT IS THE BEST PROMOTIONAL MIX? DO THE GOALS JUSTIFY THE COST? DO THE GOALS JUSTIFY THE COST? HOW WILL WE EVALUATE THE OUTCOME? HOW WILL WE EVALUATE THE OUTCOME?