市场营销Marketing-Ch 14-Communications.pptVIP

Market Communication Figure 14.1: The Communications Model Promotion Mix Advertising Sales Promotions Public Relations Personal Selling Figure 14.2: Control Continuum Appeals Personal appeals allow for direct interaction between a company representative and a customer personal selling Mass appeals seek to reach many prospective customers at the same time advertising sales promotion public relations Advertising Non-personal communication from an identified sponsor using the mass media can convey rich and dynamic images can establish and reinforce brand identity can communicate factual information can remind customer to buy Sales Promotion Programs that build interest or encourage purchase of a product through the use of an incentive in a specified time period coupons contests rebates premiums Publicity and Public Relations Portray an organization and its products positively by influencing the perceptions of various publics writing press releases holding special events conducting and publishing consumer surveys putting a positive spin on negative news Developing the Promotion Plan Framework for developing, implementing, and controlling the firm’s promotional activities Figure 14.3: Stages in Developing the Promotion Mix Step 1: Establish Promotion Objectives Objectives will change depending on where consumers are on the path to loyalty Some objectives might be create awareness inform the market create desire encourage trial build loyalty Figure 14.4: Up the Promotional Road Step 2: Identify Influence on the Promotion Mix Mix must be tailored for each situation Will company use push or pull strategy? Push means that the company seeks to move its products through the channel by convincing channel members to offer them and entice their customers to select these items Pull means that the company relies on consumers to learn about and express desire for its products Effects of Time and the PLC Introduction phase: push strategy; mix relies heavily on advertising, sales