chap14 Promotion—Introduction to Integrated Marketing Communicat.ppt

At the end of this presentation, you should be able to: At the end of this presentation, you should be able to: Marketing Strategy Planning Process Several Promotion Methods Are Available Sales Promotion Tries to Spark Immediate Interest (Exhibit 14-2) Sales Promotion Someone Must Plan, Integrate, and Manage the Promotion Blend Which Method to Use Depends on Promotion Objectives Interactive Exercise: AIDA The Traditional Communication Process (Exhibit 14-4) Encoding Decoding Depend on a Common Frame of Reference (Exhibit 14-5) Integrated Direct-Response Promotion Is Very Targeted A Model of Customer-Initiated Interactive Communication (Exhibit 14-6) How Typical Promotion Plans Are Blended and Integrated (Exhibit 14-7) Other Promotional Elements of Pushing Pulling – Demand Pulls the Product through the Channel (Exhibit 14-7) An Example of Pulling Adoption Processes Can Guide Promotion Planning (Exhibit 14-8) Appeal for Innovators Promotion Varies Over the Life Cycle Nature of Competition Requires Different Promotion Setting the Promotion Budget You should now be able to: You should now be able to: Key Terms Key Terms Summary Overview This ad for the LG refrigerator is likely to appeal to innovators. Key Issues The new “smart’ LG refrigerator features a digital display on the door and an Internet connection. These features would appeal to innovators who want to be among the first to adopt new products. Discussion Question: How else could you deliver this same information to innovators? This slide relates to material on p. 386-387. Summary Overview Depending on the stage of the product in its life cycle, promotion may have to change. Key Issues In market introduction, the basic promotion objective is informing. For really new product concepts, promotion focuses on building primary demand—demand for the general product idea. Promotion in market introduction says, “this new idea is good.” Appeals to final consumers tend to focus on personal selling, while both