杜克大学marketing讲义 17).pptVIP

Promotional Mix Today’s Agenda: 7 Steps to Better Promotions 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 Rosie, Bryant Gumble, and Tickle Me Elmo 1. Audience Communication Issues What information do they need? How must the message be structured for it to be decoded as we wish? 2. Set the Objectives Hierarchy of effects model 2. Poor v. Well Defined Objectives POORLY DEFINED -Increase awareness -Motivate purchase WELL DEFINED -Increase awareness among 18-32 year olds by 25% within 90 days -Increase market share of first time buyers from 2% to 5% in 1 year. 3. Designing the Message Content: What to say? - Theme or 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) - Radio (Voice, Script, Background Sounds) - TV (All above) Source: Who should say it? - Credibility - Familiarity 3. Designing the Message Who Should Say It? Someone who… has high recognition elicits positive affect is appropriate for the product is credible for the domain 4. Decide On Promotional Mix Promotional Mix Methods of Promotion Objectives and Method Effectiveness Promotional Tools Pros Cons of Various Media Promotional Strategy Pull Push 4. Methods of Promotion 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. Method Effectiveness 4. AIDAS and Method Effectiveness 4. The Most Common Promotion