SESSION 3: PROMOTION AND ADVERTISING

1. THE PROMOTION MIX
DEFINITION:
A Company’s total promotion mix or its marketing communication mix is the blend of promotional tools used for communicating customer value and build customer relationships.

Consists of:

2. INTEGRATED MARKETING COMMUNICATIONS
Copy Fig 12.1

The new Marketing Communications Model of today:
A) Consumers are changing
- New digital economy
B) Marketing strategies are changing - Mass market is fragmented, customised
C) Advances in communications technology - Smart phones, Internet-based social media.

Integrated Marketing Communications
Goal is to deliver consistent and positive messages to each contact.
Example: TV and print advertisements have same message, that look and feel the same as its e-mail, online social networks and personal selling contacts.
Example: Ice cream maker Haagen-Dazs

3. PROMOTIONAL MIX STRATEGIES
Push & Pull Strategy

Copy Fig 12.2

4. ADVERTISING:
Can reach masses of geographically dispersed buyers and enables message to be repeated many times. E.g. TV audiences
Can promote positive image about the seller’s size, popularity and can trigger quick sales.
Is impersonal and can lack persuasiveness.
Is expensive and usually requires large budget.

Advertising decisions
Advertising budget
Advertising Objectives
Advertising can be classified according to its primary purpose. Include 3 main objectives:
1. INFORMATIVE ADVERTISING- Used to introduce new products to build primary demand.
2. PERSUASIVE ADVERTISING- Used as competition increases to build selective demand or build comparative branding.
3. REMINDER ADVERTISING- Used for mature products to maintain customer relationship.

Possible Advertising Objectives

5. ADVERTISING STRATEGIES
The plan by which the firm