ch14Promoting Products Communication and Promotion Policy and Advertising(营销管理)概要1.pptVIP

“I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now— what was it you wanted to sell me?”-McGraw–Hill Publications Chapter Objectives Outline the six steps in developing effective communications Define the ways of setting a total promotional budget Explain each promotional tool and the factors in setting the promotion mix Describe the major decisions in advertising Promotion Mix A promotion mix is a company’s total marketing communications program and it consists of a specific blend of: Advertising Sales Promotions Public Relations Personal Selling The Communication Process Identify the target audience Determine the communication objective Buyer Readiness States The Communication Process Design the message Message Content Message Structure Message Format Message Source The Communication Process Select Communication Channels Personal Communication Channels Nonpersonal Communication Channels Select the Message Source Measure Communication Results Establishing the Total Marketing Communications Budget Affordable Method – based on what the company can afford Percentage of Sales Method – based on a percentage of current or forecasted sales Competitive Parity Method – based on competitors’ budgets Objective and Task Method – based on objectives, tasks, and estimated costs Nature of Each Promotion Tool Factors in Setting the Promotion Mix Type of Product and Market Push vs. Pull Strategy Buyer Readiness State Product Life-Cycle Stage Push vs. Pull Strategy Advertising Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor 2003 Top Advertisers McDonald’s Corp Cendant Corp Yum Brands Burger King Major Decisions in Advertising Setting the Objectives Setting the Advertising Bu