Bài giảng Marketing - Chapter 17

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO 17-2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO:LO 17-1Describe the promotional mix andthe uniqueness of each component.Discuss integrated marketing communication and the communication process.17-*LO 17-4LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO:LO 17-3Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stagesof the buying decision and channel strategies.LO 17-5Explain the value of direct marketing for consumers and sellers.Describe the elements of the promotion decision process.17-*WHAT ARE THEY SAYING IN THE TWITTERSPHERE? ¡YO QUIERO TACO BELL!17-*THE COMMUNICATION PROCESSLO 17-1Promotional MixIntegrated Marketing Communications (IMC)Inform Prospective BuyersPersuade Them To TryRemind Them of the Benefits17-*FIGURE 17-1 The communication process consists of six key elements17-*THE COMMUNICATION PROCESSLO 17-1CommunicationSourceChannel of CommunicationMessageReceivers17-*THE COMMUNICATION PROCESSLO 17-1EncodingDecodingField of ExperienceFeedback LoopFeedbackResponseNoise17-*MINI Paceman AdWho is the source? What is the message?How would you decode this ad?LO 17-117-*FIGURE 17-2 The five elements of the promotional mix17-*THE PROMOTIONAL ELEMENTSADVERTISINGLO 17-2MassSellingCustomizedInteractionAdvertisingPaid AspectNonpersonalvs.AdvantagesDisadvantages17-*THE PROMOTIONAL ELEMENTSPERSONAL SELLINGLO 17-2Personal SellingWasted CoverageAdvantagesDisadvantages17-*THE PROMOTIONAL ELEMENTSPUBLIC RELATIONSLO 17-2Public RelationsPublicityAdvantagesDisadvantages17-*THE PROMOTIONAL ELEMENTSSALES PROMOTION AND DIRECT MARKETINGLO 17-2Sales PromotionDirect MarketingAdvantagesDisadvantagesAdvantagesDisadvantages17-*IMC—DEVELOPING THE PROMOTIONAL MIXTHE TARGET AUDIENCELO 17-3Determine the Balance of the Promotional Elements to be UsedCoordinate the Promotional Effort Assess Target Audience Characteristics ConsumersBusinesses17-*MARKETING MATTERSHow Can You Reach Today’sCollege Students? With Mobile Marketing!LO 17-317-*FIGURE 17-3 The product life cycle illustrates how promotional objectives and activities change over the four stages17-*IMC—DEVELOPING THE PROMOTIONAL MIXTHE PRODUCT LIFE CYCLELO 17-3Introduction StageGrowth StageMaturity StageDecline Stage17-*IMC—DEVELOPING THE PROMOTIONAL MIXPRODUCT CHARACTERISTICSLO 17-3ComplexityRiskAncillary Services17-*IMC—DEVELOPING THE PROMOTIONAL MIXSTAGES OF THE BUYING DECISIONLO 17-3Prepurchase StagePurchase StagePostpurchase Stage17-*FIGURE 17-4 The importance of promotional elements varies during the stages of the consumer purchase decision process17-*IMC—DEVELOPING THE PROMOTIONAL MIXCHANNEL STRATEGIESLO 17-3Push StrategyPull StrategyDirect-to-Consumer17-*FIGURE 17-5 A comparison of push and pull promotional strategies17-*FIGURE 17-6 The promotion decision process includes planning, implementation, and evaluation17-*DEVELOPING AN IMC PROGRAMTHE PROMOTION DECISION PROCESSLO 17-4The Four “W”s:Who is the Target Audience?What are the Objectives, Budget, & Tools?Where Should the Promotion Be Run?When Should the Promotion Be Run?17-*DEVELOPING AN IMC PROGRAMIDENTIFYING THE TARGET AUDIENCELO 17-4Target AudienceBehaviorial Targeting17-*DEVELOPING AN IMC PROGRAMSPECIFYING THE PROMOTION OBJECTIVESLO 17-4AwarenessTrialInterestAdoptionEvaluationHierarchy of Effects17-*DEVELOPING AN IMC PROGRAMSETTING THE PROMOTION BUDGETLO 17-4Percentage of Sales BudgetingCompetitive Parity BudgetingAll-You-Can-Afford BudgetingObjective and Task BudgetingMatching CompetitorsShare of Market17-*FIGURE 17-7 U.S. promotion expenditures of the top 10 companies17-*USING MARKETING DASHBOARDS How Much Should You Spend on IMC?LO 17-4Promotion-to-Sales Ratio17-*DEVELOPING AN IMC PROGRAMLO 17-4Designing the PromotionSelecting the Right Promotional ToolsScheduling the Promotion17-*EXECUTING AND ASSESSINGTHE PROMOTION PROGRAMLO 17-4IMC AuditPretestingPosttesting17-*DIRECT MARKETINGLO 17-5The Value of Direct MarketingTechnological, Global andEthical Issues in Direct MarketingThe Growth of Direct MarketingDirect OrdersTraffic GenerationLead GenerationPriceline Ad17-*FIGURE 17-8 Business usage and response rates of popular forms of direct marketing17-*MAKING RESPONSIBLE DECISIONSWhat Is the Future of Your Privacy?LO 17-5Do-Not-CallDo Not MailDo Not TrackE-Privacy DirectiveAd Choices17-*MOUNTAIN DEW: USING IMC AND SOCIAL MEDIA TO CREATE AND PROMOTE A NEW FLAVORVIDEO CASE 1717-*FIGURE 1 The seven stages of the DEWmocracy 2 campaign17-*