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					Advertising and Sales Promotion Strategy The Marketing Communications Mix Channels of Sales Promotions

Target market selection

Issues in Selecting Advertising Media Profiles of Major Media Types

Advertising Objectives

Classification of Advertising Timing Patterns Setting Advertising Budgets

Advertising strategy of Cadbury

Consumer Promotion -- PULL

Acknowledgement

Advertising and Sales Promotion Strategy

The Marketing Communications Mix
Advertising
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Protect and/or Promote Company’s Image/products.

Sales Promotion

Public Relations
Personal Selling Direct Marketing

Personal Presentations.

Direct Communications With Individuals to Obtain an Immediate Response.

Advertising
PROS • Message can be repeated for exposure • Very expressive -- can be used to create image • Can reach a geographically diverse audience CONS • Can be tuned out • Can be expensive • Hard to measure results

Personal Selling
PROS • Interactive - can be customized • Allows a relationship to develop • Better understanding of customer needs • Buyer will pay more attention to the message CONS • Expensive • Can only reach a small number of consumers

Publicity
PROS • Very believable • “Free advertising”
CONS • Hard to implement • Hard to control • Hard to measure its effectiveness

Sales Promotion
PROS • Attract attention • Strong incentives will induce consumers to act • Quick response • Encourages trial of product CONS • Can create price sensitive customers • Can be costly • Easy for competition to imitate

Channels of Sales Promotions
MANUFACTURER Push Trade Promotions RETAILER Push Retail Promotions CONSUMER Consumer Promotions
Pull

Consumer Promotion -- PUL
Consumer-Promotion Objectives
Entice Consumers to Try a New Product Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building

Consumer-Promotion Tools
Samples Coupons Cash Refunds Price Packs
Premiums

Advertising Specialties Patronage Rewards Contests Sweepstakes
Games

Point-of-Purchase Displays

Target market selection

This is the single most important decision, because all other decisions build upon it.
Is the budget sufficient? Is the media message correct? Are the media outlets appropriate?

All of these questions will depend upon the target audience’s size, motivations, concerns, etc.

Identify and analyze target market

Define Advertising objectives

Create advertising platform

Determine advertising appropriation

Evaluate advertising effectiveness

Execute campaign

Create advertising messages

Develop Media plan

Advertising Objectives
• Specific Communication Task • Accomplished with a Specific Target Audience • During a Specific Period of Time Informative Advertising
Build Primary Demand

Persuasive Advertising
Build Selective Demand

Reminder Advertising
Keeps Consumers Thinking About a Product.

Advertising platform
A statement of the basic idea or issues to be communicated in the advertisement. A general notion of the media type (e.g., TV, radio, newspapers, etc.)

Issues to consider in setting advertising budget
Product Life Cycle Market share Competitive clutter Product Substitutability

Setting Advertising Budgets
Affordable Method
Setting Promotion Budget at the Level the Company Thinks They Can Afford.

Percentage-ofSales Method
Setting Promotion Budget at a Certain % of Current or Forecasted Sales

Competitive-Parity Method
Setting Promotion Budget to Match Competitors’ Outlay

Objective-and-Task Method
Setting Promotion Budget by Defining Objectives, Tasks & Costs.

Issues in Selecting Advertising Media
Reach, Frequency, and Impact

Major Media Type Options
Media Habits of Target Consumers Nature of the Product Type of Message Cost

Specific Media Vehicles
Specific Media Within a Given Type (e.g., E.R.) Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality

Media Timing
Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing

Profiles of Major Media Types
Newspapers
Advantages: Flexibility, timeliness; good local market coverage; high believability

Limitations: Short life; poor reproduction quality; small pass-along audience

Television

Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity

Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image

Profiles of Major Media Types
Radio
Advantages: Mass use; high geographic and demographic selectivity; low cost

Limitations: Audio only; fleeting exposure; lower attention; fragmented audiences

Magazines

Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership
Limitations: Long ad purchase lead time; no guarantee of position

Outdoor
Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations

Issues in Selecting Advertising Media
Reach, Frequency, and Impact

Major Media Type Options
Media Habits of Target Consumers Nature of the Product Type of Message Cost

Specific Media Vehicles
Specific Media Within a Given Type (e.g., E.R.) Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality

Media Timing
Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing

Classification of Advertising Timing Patterns
Concentrated

Level (1)

Rising (2)

Falling (3)

Alternating (4)

(5)
Continuous

(6)

(7)

(8)

(9) (9)
Intermittent

(10)

(11)

(12)

Number of messages per month

Month

Factors Impacting the Receipt of a Message
Selective Attention

Selective Distortion

Selective Retention

Issues to Consider in Designing the Message
Message Content Rational Appeals Emotional Appeals Moral Appeals

Message Structure Draw Conclusions Argument Type Argument Order Message Source Expertise, Trustworthiness, Likeability

Typical Message Execution Styles
Comparisons Slice of Life

Real or animated Symbol
Mood or Image

Lifestyle Demonstration
Spokesperson Musical Fantasy Scientific Evidence

Humor

Stylistic Approaches
• • • • Can present many points quickly Cost less than drama to produce Audience can become distracted Discount all or part of the facts DRAMA

COMBINATION

LECTURE

• Characters speak to each other – not the audience • Consumers must infer lessons • Conclusions are more likely to be accepted

Common Appeals

Vanity and egotism

Profit motive

Fun and pleasure

Health concerns

Convenience

Common Message Appeals

Love

Admiration/worship

Sex

Fear

Advertising Evaluation
Advertising Program Evaluation

Communication Effects
Is the advertisement meeting the specific communication objective?

Sales Effects (to the extent possible)
Is the Ad Increasing Sales?

Advertising strategy of Cadbury


				
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