12/9/2024
Promotion
Promotion
Goals for today:
1.Intro to Promotional mix and IMC
2.Major Advertising Objectives
3.Message Execution Styles
4.Public Relations
Promotion is all about communication
What do marketers need to communicate to
customers?
Product Information
Price Information
Place Information
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Marketing Communications
• How do you communicate Product?
Marketing Communications
• How do you communicate Price?
• Can you communicate price without actually showing the price (in
dollars?)?
Marketing Communications
• How do you communicate Place?
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Promotional Mix
Adv erti sing
Sa les Public
Promotion Relations
Tar get
Audie nce
This is your toolkit
Direct &
Pe rsonal Digi ta l
Sa les
Ma rke ti ng
Integrated Marketing Communications
• Con sum ers get me ssages from multiple media so urces
• Ne ed to i nteg rate com mun icati on ch ann el s to d el iver a co nsi stent mess age
• Al l tou chp oin ts mu st be reco gni zed
• Mu st en sure th e bra nd co ntact de liv ers con sisten t a nd p osi ti ve mess age s
• IMC = Carefully integrating and coordinatin g a company’s
communications to deliver a clear, con sistent message
Adve rtis ing
Sa le s Publi c
Promotion Rel ations
Tar get
Audie nce
Dire ct &
Personal
Dig ital
Sa le s
Ma rke ti ng
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Major Advertising Decisions
• Advertising objectives can be classified by purpose:
• To Inform
• To Persuade
• To Rem ind
Major Advertising Decisions
• Advertising objectives can be classified by purpose:
• Infor mative advertising
• Introd uci ng a n ew p rod uct
• Co mmu nica te custom er val ue
• Bu ild b ran d ima ge
• Exp lai n ho w so methi ng w orks
• Inform a bou t a p rice c han ge
• Co rrec t false imp ressi ons
Major Advertising Decisions
• Advertising objectives can be classified by purpose:
• Persuasive advertising
• Co mpa rativ e ad vertisi ng (a ttac k a dve rti sin g)
• Bu ild b ran d pre feren ce
• En cour age switch ing to y our b rand
• Co nvi nci ng co nsu mers to tell othe rs a bo ut th e bra nd
• Co nvi nci ng cu stome rs to p urch ase n ow
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Major Advertising Decisions
• Advertising objectives can be classified by purpose:
• Rem ind er advertising
• To ma in ta in re la ti ons hip s
• Re min d cus to mers w here to b uy the p rod uct
• Re min d cus to mers the y m ay ne ed the p rod uct
• Ke epi ng the bra nd in th e con sume rs min d in the off sea son
Major Advertising Strategies
• What are the primary goals of the following advertisements – to
inform, to persuade, or to remind?
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Major Advertising Decisions
Message Execution Styles
• The tone, style, words, and format used in an ad
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Major Advertising Decisions
Message Execution Styles
• Straight Sell • Personality symbol
• Slice of Life • Technical expertise
• Lifestyle • Scientific evidence
• Fantasy/ Mood • Testimonial evidence
• Musical or endorsement
• Comparison • Demonstration
• Straight Sell
• Stra ight forw ard
prese ntation of
inform atio n
• Often used w ith
ra tion al ap peals
• Scientific Evidence
• Often cit es te chn ical
inform atio n, results of
experimen ts, e tc
• Uses terms like
“clin ically proven” an d
endorsements by
scientists e tc
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• Demonstration
• Setting a particular mood / image
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• Fantasy
• Musical
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• Testimonial
• Slice of Life
• Personality Symbol
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• Personality Symbol
• Comparison
……. Also elements of: demonstration and slice of life
Technical Expertise
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• Lifestyle
• Image ry sh ows how
something is use d,
or who uses it
• Puts pro duct in
context
• Different fro m 'Slice
of Life' because it
targets a specific
marke t seg ment
Major Advertising Decisions
Message Execution Style
• Straight Sell
• Slice of Life
• “t ypical people” in “norma l setting”
• Lifestyle
• How a pr oduct fit s into pa rticu lar lifestyle (tar geted)
• Fantasy
• Cr eate a fa ntasy ar ound p roduct
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Major Advertising Decisions
Message Execution Style
• Personality
• Cr eate a char acter to repr esent the pr oduct
• Technical Expertise
• Show the company’s exper tise in making the p roduct ( ex:
car comme rcia ls)
• Mood or image
• Build a mood: love, seren ity, intrig ue (ex: perfume a ds),
happiness (Coca-cola )
• Musical
• Jing les, songs (esp with car toons or br and ma scots)
Major Advertising Decisions
Message Execution Style
• Scientific Evidence
• Scien ce o r surveys that prove you r brand is b est (ex: “4
out of 5 dentist s r ecommend C rest!” )
• Testimonial
• Ordinar y p eople sa y ho w pr oduct wor ke d for th em (ex; “ I
wen t from a size 16 to 8 ”)
Integrated Marketing Communications
Adve rtis ing
Sa le s Publi c
Promotion Rel ations
Target
Aud ien ce
Dire ct &
Personal
Dig ital
Sa le s
Ma rke ti ng
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Public Relations
Involves assessing public attitudes, identifying what aspects of your
organization the public is interested in, and developing programs or
communication to earn public understanding and acceptance
Can be Proactive or Reactive
Public Relations
• Publicity is any form of unpaid communication about an organization
that appears in the mass media.
• Publicity efforts often support other ac tivities
• This is a form of proactiv e PR
Unpaid Publicity
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Proactive PR – Unpaid Publicity
Proactive PR – Paid example
• One function that is entirely unique to public relations comes in the
form of crisis management.
• Crisis manag ement is defined as the process of managing a f irm’s reputation
when some negative ev ent threatens the organization’s image.
• Examples:
• BP Oil Spi ll
• Tid e Pod Ch allen ge
• Tylenol p ois oni ng
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