Session8_Promotion(marketing-杜克大学 ,Professor Kurt Carlson).ppt

Marketing 360: Class 8Professor Kurt Carlson Today’s Agenda The promotional mix 7 steps in developing a promotional plan Promotional Mix Steps in Developing a Promotional Plan 1. Identify Target Audience 2. Determine the Communication Objective 3. Design the Message 4. Decide on the Promotional Mix 5. Allocate the Promotional Budget 6. Measure the Results 7. Manage and Coordinate the Process 1. Identify Target Audience Potential new buyers Current users Influencers People who may not buy but influence decisions of those who may 1. Target Audience: Communication Considerations What information do they need? How will they decode the message? How must the message be structured for this to Happen? 2. Set the Objectives Hierarchy of effects model 2. Set the Objectives POORLY DEFINED Increase awareness Motivate purchase behavior WELL DEFINED Increase awareness among 18-32 year olds by 25% within 3 months Increase market share among first time purchasers from 2% to 5% within 1 year 3. Designing the Message Content: What To Say - Theme, Idea Structure: How To Say It Logically - Conclusion Drawing, One vs. Two Sided Messages - Appeal (Rational, Emotional, Moral) Format: How To Say It Symbolically - Print (Color, Headline, Illustration, Demonstration, Testimonial, Payoff, Image); Radio (Voice, Vocalization, Script); TV (All above) Source: Who Should Say It - Source Credibility (As Earlier Discussed) 3. Designing the Message Who Should Say It? Someone who… has high recognition elicits positive affect is appropriate for the product 3. Designing the Message 3. Designing the Message: Non-Overlapping Fields of Experience 3. Designing the Message: Overlapping Fields of Experience 4. Decide On Promotional Mix Advertising Public, Pervasive, Expressive, Impersonal Personal Selling Personal, Cultivative, Responsiveness of Buyer Sales Promotion Communication, Incentive, Invitation Publicity and Public Relations Credibility, Reach, Dramatization 4. AIDAS an