1. OBJECTIVES OF PROMOTION
1.1. Provide information to consumers anf other
1.2. Increase demand
1.3. Differentiate a product
1.4. Accentuate the product's value
1.5. Stabilize sales
2. COMMUNICATION PROCESS
2.1. 1) SENDERS --> 2) ENCODING --> 3) CHANNEL --> 4) DECODING --> 5) RESPONSE --> 6) FEEDBACK
2.2. AIDA CONCEPT (attention-interest-desire-action)
2.2.1. It gains the receiver's.
2.2.2. It achieves understanding bt both receiver and sender.
2.2.3. It stimulates the receiver's needs and suggests an appropriate methods of satisfying them.
3. IMPORTANCE OF TEAMWORK
3.1. Successful implementation of IMC requires everyone involved in every aspect of promotion to function as a team.
3.2. IMC challenges the traditional role of the outside advertising agency.
3.3. Teamwork involves both in-house resources and outside vendors.
4. DEFINITIONS
4.1. IMC --- Coordination of all promotional activities to produce a unified,customer focused promotional message.
5. BUDGETING FOR PROMOTIONAL STRATEGY
5.1. Promotional budgets may differ not only in amount but also in composition.
5.2. B2B markets allocate more to personal selling than advertising
5.3. Reverse is true for consumer goods
6. MEASURING THE EFFECTIVENESS OF PROMOTION
6.1. Direct sales results test - Based on the specific impact on sales revenues for each dollar of promotional spending
6.2. Indirect evaluation - Concentrating on quantifiable indicators of effectiveness such as recall and readership
6.3. MEASURING ONLINE PROMOTIONS
6.3.1. cost per impression
6.3.2. cost per response (click-throughts)
6.3.3. convension rate
7. VALUE OF MARKETING COMMUNICATIONS
7.1. Promotion is often a target of criticism . Waste of resources . Convinces consumers to buy products they don’t need or can’t afford . Is conducted in a way that is insulting, offensive, or unethical . New forms of promotion often aren’t recognizable as paid advertisements
7.2. SOCIAL IMPORTANCE
7.3. BUSINESS IMPORTANCE
7.4. ECONOMIC IMPORTANCE
8. ELEMENTS OF THE PROMOTIONAL MIX
8.1. PERSONAL SELLING
8.2. NONPERSONAL SELLING
8.2.1. ADVESTISING
8.2.2. PRODUCT PLACEMENT
8.2.3. SALES PROMOTION
8.2.4. DIRECT MARKETING
8.2.5. PUBLIC RELATIONS AND PUBLICITY
8.2.6. GUERILLA MARKETING
9. PULLING AND PUSHING PROMOTIONAL STRATEGIES
9.1. Pulling strategy - Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel Relies on advertising and sales promotion
9.2. Pushing strategy - Promotional effort by the seller directed to members of the marketing channel rather than final users
10. SPONSORSHIPS
10.1. Organizations provide money or in-kind resources to an event or activity in exchange for a direct association with that event or activity
10.2. Sponsor purchases: 1) Access to the event’s audience 2) The image associated with the activity
10.3. How Sponsorship Differs from Advertising
10.3.1. 1) Cost-effectiveness 2) Sponsor’s degree of control versus that of advertising 3) Nature of the message 4) Audience reaction Ambush marketing - Firm that is not an official sponsor tries to link itself to an event
11. DEVELOPING AN OPTINAL PROMOTIONAL MIX
11.1. Nature of market
11.2. Nature of the product
11.3. Stage in the product life cycle
11.4. Price
11.5. Funds available for promotion
12. DIRECT MARKETING
12.1. . Helps increase store traffic . Opens new international markets of unprecedented size . Promotes goals beyond creating product awareness . Databases are an important tool
12.2. 1) DIRECT MARKETING COMMUNICATIONS CHANNELS
12.2.1. DIRECT MAIL
12.2.2. CATALOGS
12.2.3. TELEMARKETING
12.3. 2) DIRECT MARKETING VIA BROADCAST CHANNELS
12.3.1. HOME SHOPPING CHANNELS
12.3.2. INFOMERCIALS
12.4. 3) ELECTRONIC DIRECT MARKETING CHANNELS
12.4.1. WEB ADVERTISING
12.4.2. E-MAIL
12.5. 4) OTHER DIRECT MARKETING CHANNELS
12.5.1. PRINT MEDIA
12.5.2. OTHER TRADITIONAL DIRECT MARKETING CHANNELS