Promotion

Communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior Three major categories:
Personal Selling Mass Selling (Advertising and Publicity) Sales Promotion

Different methods have different limitations and advantages

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Irwin/McGraw-Hill & Dr. Chen

Photo of Colgate Palmolives director of promotions conducting a meeting

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Basic Promotion Methods and Strategy Planning

Target Market

Product

Place

Promotion

Price

Personal selling

Mass selling

Sales promotion

Advertising

Publicity

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Relation of Promotion Objectives, Adoption Process, and AIDA Model

Promotion Objectives
Informing Persuading Reminding

Adoption Process
Awareness Interest Evaluation Trial Decision Confirmation

AIDA Model Attention Interest Desire Action

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Promotional mix - 1
Advertising
awareness building by target repetition for brand positioning e.g. on TV cant close the sale aid sales effort legitimize company & products impersonal: lacks flexibility & interaction

Direct marketing
Leaflets, junk mail, spamming ? personalised? individual targeting e.g. repeat visits, respond to an appeal measurable short-term success continuous relationship thru periodic contact activities less visible to competitors response rates often low poorly targeted? Can annoy

Personal selling
Interactive: Q&A adaptable build relationships opportunity to close the sale Sales calls are costly Irwin/McGraw-Hill & Dr. Chen

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The Marketing Communications Mix

Exhibit 16-1 The marketing communication mix

Advertising

Direct marketing

Objectives
Inform Persuade Remind

Public relations

Personal selling
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Sales promotion

Traditional Communication Concepts in Promotion

Sourcethe sender of a message Encodingthe source deciding what to say

and translating it into words or symbols that convey meaning

Message channelthe carrier of the message Noiseany distraction that reduces the
effectiveness of the communication process

Decodingthe receiver translating the

message

Receiver the potential customer

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PUSH and PULL STRATEGIES

Push
P R O M O T I O N Manufacturer

Pull
Manufacturer P R O M O T I O N

Wholesaler

Wholesaler

Retailer

Retailer

Consumer

Consumer

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Irwin/McGraw-Hill & Dr. Chen

Promotion Blend May Involve Pushing and Pulling

PUSHING using normal promotion efforts to sell the marketing mix to channel members PULLING getting customers to ask middlemen for the product, usually because of promotion directed to final consumers or users Some combination of the two methods is usually required
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