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• Chapters 13, 15, 16, 17 o o o o o o o o o o o o o o Describe each of the 4 elements in the promotional mix Describe the 3 channel functions performed by intermediaries Describe the 3 goals of promotion and how they relate to the PLC Describe the 3 major types of product advertising Describe the class of ownerships of retailers Describe the steps in the communications process and their importance Give us some advantages and disadvantages of various advertising media How do the 4P's influence channel selection? List in detail some advertising approaches used to gain and hold attention What are the 4 discrepancies marketing channels overcome? Why are they important? What are the 6P's? How do they differ from the normal 4P's? What are the differences between consumer and business channels? What is AIDA and why is it important? What is DAGMAR and how is it used? Marketing Channels CHAPTER 13 Marketing 10 Lamb, Hair, McDaniel Designed by Eric Brengle B-books, Ltd. Copyright ©2009 by Cengage Learning Inc. All rights reserved Prepared by Amit Shah Frostburg State University 1 LOI Marketing Channels Marketing Channel A set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer. Copyright ©2009 by Cengage Learning Inc. All rights reserved 2 Specialization and Division of Labor ▪ Creates greater efficiency ▪ Provides lower costs ▪ Achieves economies of scale ▪ Aids producers who lack resources to market directly ▪ Builds good relationships with customers LOI Copyright ©2009 by Cengage Learning Inc. All rights reserved 3 LOI Overcoming Discrepancies Discrepancy of Quantity The difference between the amount of product produced and the amount an end user wants to buy. Discrepancy of Assortment The lack of all the items a customer needs to receive full satisfaction from a product or products. Copyright ©2009 by Cengage Learning Inc. All rights reserved 4 LOI Overcoming Discrepancies Temporal Discrepancy A situation that occurs when a product is produced but a customer is not ready to buy it. Spatial Discrepancy The difference between the location of a producer and the location of widely scattered markets. Copyright ©2009 by Cengage Learning Inc. All rights reserved 5 LOI Providing Contact Efficiency Copyright ©2009 by Cengage Learning Inc. All rights reserved 6 LO2 Channel Intermediaries Retailers Take Title to Goods Merchant Wholesalers Take Title to Goods Agents and Brokers Do NOT Take Title to Goods Copyright ©2009 by Cengage Learning Inc. All rights reserved 7 LO2 Channel Functions Performed by Intermediaries Contacting/Promotion Transactional Functions Negotiating Risk Taking Physically distributing Logistical Functions Storing Sorting Facilitating Functions Copyright ©2009 by Cengage Learning Inc. All rights reserved Researching Financing 8 Logistics LO2 Logistics The efficient and costeffective forward and reverse flow as well as storage of goods, services, and related information, into, through, and out of channel member companies. Copyright ©2009 by Cengage Learning Inc. All rights reserved 9 Channels for Consumer Products Direct Channel Producer Retailer Channel Producer Wholesaler Channel Producer Agent/Broker Channel Producer Agents or Brokers Consumers Wholesalers Wholesalers Retailers Retailers Retailers Consumers Consumers Consumers LO3 Copyright ©2009 by Cengage Learning Inc. All rights reserved 10 Channels for Business Products Direct Channel Direct Channel Industrial Distributor Agent/Broker Channel Producer Producer Producer Producer Producer Agents or Brokers Agents or Brokers Industrial Distributor Industrial Distributor Industrial User Govt. Buyer Industrial User Agent/Broker Industrial Channel Industrial User Industrial User LO3 Copyright ©2009 by Cengage Learning Inc. All rights reserved 11 LO3 Alternative Channel Arrangements Multiple channels Nontraditional channels Strategic channel alliances Copyright ©2009 by Cengage Learning Inc. All rights reserved 12 LO4 Market Factors Customer profiles Consumer or Industrial Customer Market Factors That Affect Channel Choices Size of market Copyright ©2009 by Cengage Learning Inc. All rights reserved Geographic location 13 LO4 Product Factors Product Complexity Product Price Product Standardization Product Factors That Affect Channel Choices Product Life Cycle Copyright ©2009 by Cengage Learning Inc. All rights reserved Product Delicacy 14 LO4 Producer Factors Producer Resources Number of Product Lines Producer Factors That Affect Channel Choices Desire for Channel Control Copyright ©2009 by Cengage Learning Inc. All rights reserved 15 LO4 Levels of Distribution Intensity Intensity Level Objective Intensive Achieve mass market selling. Convenience goods. Many Selective Work with selected intermediaries. Shopping and some specialty goods. Several Exclusive Work with single intermediary. Specialty goods and industrial equipment. Copyright ©2009 by Cengage Learning Inc. All rights reserved Number of Intermediaries One 16 LO5 Arm’s Length, Integrated, and Cooperative Arm’s Length Relationship A relationship between companies that is loose, characterized by low Relational investment and trust, and usually taking the form of a series of discrete transactions with no/low expectation of future interaction or service. Integrated Relationship A relationship between companies that is tightly connected, with linked processes across and between firm boundaries, and high levels of trust and inter-firm commitment. Copyright ©2009 by Cengage Learning Inc. All rights reserved 17 LO5 Channel Conflict and Partnering Cooperative Relationship Copyright ©2009 by Cengage Learning Inc. All rights reserved A relationship between companies that takes the form of informal partnership with moderate levels of trust and information sharing as needed to further each company’s goals. 18 Channel Conflict Conflicts may occur if channel members: • Have conflicting goals • Fail to fulfill expectations of other channel members • Have ideological differences • Have different perceptions of reality LO6 Copyright ©2009 by Cengage Learning Inc. All rights reserved 19 LO8 Channels and Distribution Decisions for Services Minimizing wait times Managing service capacity Improving service delivery Copyright ©2009 by Cengage Learning Inc. All rights reserved 20 Retailing CHAPTER 15 Marketing 10 Lamb, Hair, McDaniel Designed by Eric Brengle B-books, Ltd. Copyright ©2009 by Cengage Learning Inc. All rights reserved Prepared by Amit Shah Frostburg State University 1 LOI The Role of Retailing Retailing All the activities directly related to the sale of goods and services to the ultimate consumer for personal, non-business use. Copyright ©2009 by Cengage Learning Inc. All rights reserved 2 LOI The Role of Retailing ▪ Over 1.6 million U.S. retailers employ more than 24 million people ▪ Retailers account for 11.6 percent of U.S. employment ▪ Retailing accounts for 13 percent of U.S. businesses ▪ Retailers ring up almost $4 trillion in sales--nearly 40 percent of the U.S. GDP ▪ Industry is dominated by a few giant organizations, such as Wal-Mart Copyright ©2009 by Cengage Learning Inc. All rights reserved 3 LO2 Classification of Retail Operations Ownership Level of Service Product Assortment Price Copyright ©2009 by Cengage Learning Inc. All rights reserved 4 LO2 Classification of Ownership Independent Retailers Owned by a single person or partnership and not part of a larger retail institution Chain Stores Owned and operated as a group by a single organization Franchises The right to operate a business or sell a product Copyright ©2009 by Cengage Learning Inc. All rights reserved 5 LO2 Level of Service Self Service Factory outlets Warehouse clubs Full Service Discount stores Copyright ©2009 by Cengage Learning Inc. All rights reserved Exclusive stores 6 LO2 Product Assortment Type of Retailer Service Level Assortment Price Gross Margin Department Store Mod Hi-High Broad Mod-High Mod High Specialty Store High Narrow Mod-High High Supermarket Low Broad Moderate Low Convenience Store Low Med-Narrow Mod High Mod High Drugstore Low-Mod Medium Moderate Low Full-line Discounter Mod-Low Med-Broad Mod Low Mod Low Specialty Discounter Mod-Low Med-Broad Mod Lo-low Mod Low Warehouse Clubs Low Broad Low-very low Low Off-price Retailer Low Med-Narrow Low Low Restaurant Low-High Narrow Low-High Copyright ©2009 by Cengage Learning Inc. All rights reserved Low-High 7 LO2 Price Gross Margin The amount of money the retailer makes as a percentage of sales after the cost of goods sold is subtracted. Copyright ©2009 by Cengage Learning Inc. All rights reserved 8 LO3 Major Types of Retail Operations Department Stores Specialty Stores Supermarkets Drugstores Convenience Stores Discount Stores Restaurants http://www.walgreens.com Online Copyright ©2009 by Cengage Learning Inc. All rights reserved 9 LO3 Discount Stores Mass Merchandising Retailing strategy using moderate to low prices on large quantities of merchandise and lower service to stimulate high turnover of products. Copyright ©2009 by Cengage Learning Inc. All rights reserved 10 LO3 Discount Stores Supercenter Extreme-value Retailing Retail store combining groceries and general merchandise goods with a wide range of services. Smaller stores emphasizing daily necessities at rock-bottom prices. Copyright ©2009 by Cengage Learning Inc. All rights reserved 11 LO3 Specialty Discount Stores Category Killers Specialty discount stores that heavily dominate their narrow merchandise segment. Copyright ©2009 by Cengage Learning Inc. All rights reserved 12 LO4 Nonstore Retailing Automatic Vending Direct Retailing Direct Marketing Electronic Retailing Copyright ©2009 by Cengage Learning Inc. All rights reserved 13 LO4 Direct Retailing Door-to-Door Office-to-Office Home Sales Parties http://www.avon.com Online Copyright ©2009 by Cengage Learning Inc. All rights reserved 14 LO4 Types of Direct Marketing Direct Mail Catalogs & Mail Order Telemarketing Electronic Retailing Shop-at-home networks On-line retailing Copyright ©2009 by Cengage Learning Inc. All rights reserved 15 LO6 Retail Marketing Strategy Define & Select a Target Market Develop the “Six Ps” Copyright ©2009 by Cengage Learning Inc. All rights reserved 16 LO6 Defining a Target Market Demographics STEP 1: Segment the Market Geographics Psychographics Copyright ©2009 by Cengage Learning Inc. All rights reserved 17 LO6 Choosing the Retailing Mix Product Place Price Personnel Promotion Presentation STEP 2: Choose the Retailing Mix http://www.publix.com Online Copyright ©2009 by Cengage Learning Inc. All rights reserved 18 LO6 Important Factors for Site Choice ▪ Neighborhood socioeconomics ▪ Traffic flows ▪ Land costs ▪ Zoning regulations ▪ Public transportation ▪ Site’s visibility, parking, entrances and exits, accessibility, and safety ▪ Fit with other stores Copyright ©2009 by Cengage Learning Inc. All rights reserved 19 LO6 Presentation of the Retail Store Employee type and density Merchandise type and density Fixture type and density Sound Odors Visual factors http://www.apple.com Copyright ©2009 by Cengage Learning Inc. All rights reserved Online 20 Promotional Planning for Competitive Advantage CHAPTER 16 Marketing 10 Lamb, Hair, McDaniel Designed by Eric Brengle B-books, Ltd. Copyright ©2009 by Cengage Learning Inc. All rights reserved Prepared by Amit Shah Frostburg State University 1 LOI The Role of Promotion Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Copyright ©2009 by Cengage Learning Inc. All rights reserved 2 LOI The Role of Promotion Promotional Strategy A plan for the optimal use of the elements of promotion: Competitive Advantage Copyright ©2009 by Cengage Learning Inc. All rights reserved ▪ ▪ ▪ ▪ Advertising Public Relations Sales Promotion Personal Selling 3 LOI The Role of Promotion in the Marketing Mix Overall Marketing Objectives • • • • Marketing Mix Product Place Promotion Price Target Market Copyright ©2009 by Cengage Learning Inc. All rights reserved Promotional Mix • • • • Advertising Public Relations Sales Promotion Personal Selling Promotion Plan 4 LOI Competitive Advantage High product quality Rapid delivery Low prices Excellent service Unique features Copyright ©2009 by Cengage Learning Inc. All rights reserved 5 LO2 Communication Communication The process by which we exchange or share meanings through a common set of symbols. http://www.mcdonalds.com Online Copyright ©2009 by Cengage Learning Inc. All rights reserved 6 LO2 Marketing Communication Categories of Communication Interpersonal Communication Copyright ©2009 by Cengage Learning Inc. All rights reserved Mass Communication 7 LO2 Marketing Communication As Senders As Receivers ▪ Inform ▪ Develop messages ▪ Persuade ▪ Adapt messages ▪ Remind ▪ Spot new communication opportunities Copyright ©2009 by Cengage Learning Inc. All rights reserved 8 The Communication Process Noise Sender LO2 Encoding Message Message Channel Decoding Message Receiver Feedback Channel Copyright ©2009 by Cengage Learning Inc. All rights reserved 9 LO3 Goals of Promotion Informing PLC Stages: Introduction Early Growth PLC Stages: Growth Maturity Reminding PLC Stages: Maturity Target Audience Persuading Copyright ©2009 by Cengage Learning Inc. All rights reserved 10 Sales ($) LO7 Stage in the Product Life Cycle Maturity Introduction Growth Decline Time Light Advertising; preintroduction publicity Heavy use of Advertising; PR for awareness; sales promotion for trial Advertising, PR, brand loyalty; personal selling for distribution Copyright ©2009 by Cengage Learning Inc. All rights reserved Ads decrease; sales promotion; personal selling; reminder & persuasive AD/PR decrease; limited sales promotion; personal selling for distribution 11 Goals of Promotion Informative Promotion LO3 ▪ Increase awareness ▪ Explain how product works ▪ Suggest new uses ▪ Build company image Copyright ©2009 by Cengage Learning Inc. All rights reserved 12 Goals of Promotion Persuasive Promotion ▪ Encourage brand switching ▪ Change customers’ perceptions of product attributes ▪ Influence immediate buying decision ▪ Persuade customers to call LO3 Copyright ©2009 by Cengage Learning Inc. All rights reserved 13 Goals of Promotion Reminder Promotion ▪ Remind customers that product may be needed ▪ Remind customers where to buy product ▪ Maintain customer awareness LO3 Copyright ©2009 by Cengage Learning Inc. All rights reserved 14 LO4 The Promotional Mix Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. ▪ ▪ ▪ ▪ Copyright ©2009 by Cengage Learning Inc. All rights reserved Advertising Public Relations Sales Promotion Personal Selling 15 LO4 The Promotional Mix Advertising Any form of impersonal (one-way) paid communication in which the sponsor or company is identified. Copyright ©2009 by Cengage Learning Inc. All rights reserved 16 Advertising Media Traditional Advertising Media ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ LO4 Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards Copyright ©2009 by Cengage Learning Inc. All rights reserved New Advertising Media ▪ ▪ ▪ ▪ ▪ ▪ Internet Banner ads Viral marketing E- mail Interactive video Social networks 17 LO4 Public Relations Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance. Copyright ©2009 by Cengage Learning Inc. All rights reserved 18 LO4 The Function of Public Relations • Maintain a positive image • Educate the public about the company’s objectives • Introduce new products • Support the sales effort • Generate favorable publicity Copyright ©2009 by Cengage Learning Inc. All rights reserved 19 LO4 Personal Selling Personal Selling A purchase situation involving a personal, paidfor communication between two people in an attempt to influence each other. Copyright ©2009 by Cengage Learning Inc. All rights reserved 20 LO4 Personal Selling Traditional Selling (sell products) Relationship Selling (sell advice and counsel) Copyright ©2009 by Cengage Learning Inc. All rights reserved 21 LO4 Sales Promotion Sales Promotion Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness. http://www.nabiscoworld.com Online Copyright ©2009 by Cengage Learning Inc. All rights reserved 22 LO4 Sales Promotion Free samples Contests Premiums End Consumers Company Employees Trade Shows Vacation Giveaways Trade Customers Coupons Copyright ©2009 by Cengage Learning Inc. All rights reserved 23 LO4 Characteristics of the Elements in the Promotional Mix Advertising Communication Mode Indirect and impersonal Communication Control Low Feedback Amount Little Feedback Speed Delayed Message Flow Direction One-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Fast Message Flexibility Copyright ©2009 by Cengage Learning Inc. All rights reserved Same message to all audiences 24 LO4 Characteristics of the Elements in the Promotional Mix Public Relations Communication Mode Communication Control Feedback Amount Usually indirect, impersonal Moderate to low Little Feedback Speed Delayed Message Flow Direction One-way Message Content Control No Sponsor Identification No Reaching Large Audience Message Flexibility Copyright ©2009 by Cengage Learning Inc. All rights reserved Usually fast Usually no direct control 25 LO4 Characteristics of the Elements in the Promotional Mix Sales Promotion Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Usually indirect and impersonal Moderate to low Little to moderate Varies Mostly one-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Message Flexibility Copyright ©2009 by Cengage Learning Inc. All rights reserved Fast Same message to varied target 26 LO4 Characteristics of the Elements in the Promotional Mix Personal Selling Communication Mode Direct and face-to-face Communication Control High Feedback Amount Much Feedback Speed Message Flow Direction Immediate Two-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Message Flexibility Copyright ©2009 by Cengage Learning Inc. All rights reserved Slow Tailored to prospect 27 LO5 The AIDA Concept Action Desire Interest Attention Conative (doing) Affective (feeling) Cognitive (thinking) Copyright ©2009 by Cengage Learning Inc. All rights reserved 28 LO6 Integrated Marketing Communications Integrated The careful coordination of all Marketing promotional messages to Communications assure the consistency of messages at every contact point where a company meets the consumer. Copyright ©2009 by Cengage Learning Inc. All rights reserved 29 IMC Popularity Growth • Proliferation of thousands of media choices • Fragmentation of the mass market • Slash of advertising spending in favor of promotional techniques that generate immediate response LO6 Copyright ©2009 by Cengage Learning Inc. All rights reserved 30 LO7 Type of Buying Decision Advertising Routine Sales Promotion Neither Routine nor Complex Advertising Public Relations Personal Selling Complex Print Advertising Copyright ©2009 by Cengage Learning Inc. All rights reserved 31 LO7 Available Funds • Trade-offs with funds available • Number of people in target market • Quality of communication needed • Relative costs of promotional elements Copyright ©2009 by Cengage Learning Inc. All rights reserved 32 Advertising and Public Relations CHAPTER 17 Marketing 10 Lamb, Hair, McDaniel Designed by Eric Brengle B-books, Ltd. Copyright ©2009 by Cengage Learning Inc. All rights reserved Prepared by Amit Shah Frostburg State University 1 LOI The Effects of Advertising Top Ten Leaders by U.S. Advertising Spending Copyright ©2009 by Cengage Learning Inc. All rights reserved 2 LOI Advertising and Market Share New brands with a small market share spend proportionally more for advertising and sales promotion than those with a large market share 1. Beyond a certain level of spending, diminishing returns set in. 2. New brands require higher spending to reach a minimum level of exposure needed to affect purchase habits. Copyright ©2009 by Cengage Learning Inc. All rights reserved 3 The Effects of Advertising on Consumers ▪ The average U.S. citizen is exposed to hundreds of ads each day. ▪ Advertising may change a consumer’s negative attitude toward a product, or reinforce a positive attitude. ▪ Advertising can affect consumer ranking of a brand’s attributes. LOI Copyright ©2009 by Cengage Learning Inc. All rights reserved 4 LO2 Major Types of Advertising Corporate identity Institutional Advertising Advocacy advertising Pioneering Product Advertising Competitive Comparative Copyright ©2009 by Cengage Learning Inc. All rights reserved 5 LO2 Product Advertising Pioneering ▪ Stimulates primary demand for new product or category ▪ Used in the PLC introductory stage Competitive ▪ Influences demand for brand in the growth phase of the PLC ▪ Often uses emotional appeal Comparative ▪ Compares two or more competing brands’ product attributes ▪ Used if growth is sluggish, or if competition is strong http://www.pizzahut.com http://www.papajohns.com Copyright ©2009 by Cengage Learning Inc. All rights reserved Online 6 LO3 Creative Decisions in Advertising Determine the advertising objectives Make creative decisions Make media decisions Evaluate the campaign Copyright ©2009 by Cengage Learning Inc. All rights reserved 7 Setting Objectives: The DAGMAR Approach (Defining Advertising Goals for Measured Advertising Results) Define target audience Define desired percentage change Define the time frame for change LO3 Copyright ©2009 by Cengage Learning Inc. All rights reserved 8 LO3 Identify Product Benefits • “Sell the Sizzle, not the Steak” • Sell product’s benefits, not its attributes • A benefit should answer “What’s in it for me?” • Ask “So?” to determine if it is a benefit Copyright ©2009 by Cengage Learning Inc. All rights reserved 9 LO3 Identify Product Benefits Attribute “SoBe Life Water has reformulated five delicious, low-calorie flavors, each infused with essential vitamins and healthy herbal ingredients.” - So? Benefit “SoBe Life Water is not only an enhanced water; it is a lifestyle unto itself. It provides consumers the healthiest, most fun and refreshing products, delivering the incredibly positive benefits of hydration.” Copyright ©2009 by Cengage Learning Inc. All rights reserved 10 LO3 Advertising Appeals Profit Product saves, makes, or protects money Health Appeals to body-conscious or health seekers Love or romance Used in selling cosmetics and perfumes Fear Social embarrassment, old age, losing health Admiration Reason for use of celebrity spokespeople Convenience Used for fast foods and microwave foods Fun and pleasure Key to advertising vacations, beer, parks Vanity and egotism Environmental Consciousness Used for expensive or conspicuous items Centers around environmental protection Copyright ©2009 by Cengage Learning Inc. All rights reserved 11 LO4 Major Advertising Media Newspapers Magazines Radio Television Outdoor Media Yellow Pages Internet Copyright ©2009 by Cengage Learning Inc. All rights reserved 12 LO4 Newspapers Advantages ▪ ▪ ▪ ▪ ▪ ▪ ▪ Geographic selectivity Short-term advertiser commitments News value and immediacy Year-round readership High individual market coverage Co-op and local tie-in availability Short lead time Copyright ©2009 by Cengage Learning Inc. All rights reserved Disadvantages ▪ ▪ ▪ ▪ Limited demographic selectivity Limited color Low pass-along rate May be expensive 13 LO4 Magazines Advantages ▪ Good reproduction ▪ Demographic selectivity ▪ Regional/local selectivity ▪ Long advertising life ▪ High pass-along rate Copyright ©2009 by Cengage Learning Inc. All rights reserved Disadvantages ▪ Long-term advertiser commitments ▪ Slow audience build-up ▪ Limited demonstration capabilities ▪ Lack of urgency ▪ Long lead time 14 LO4 Radio Advantages Disadvantages ▪ Low cost ▪ No visual treatment ▪ Immediacy of message ▪ Short advertising life ▪ Short notice scheduling ▪ ▪ No seasonal audience change High frequency to generate comprehension and retention ▪ Background distractions ▪ Commercial clutter ▪ Highly portable ▪ Short-term advertiser commitments ▪ Entertainment carryover Copyright ©2009 by Cengage Learning Inc. All rights reserved 15 LO4 Television Advantages ▪ ▪ ▪ ▪ ▪ ▪ Wide, diverse audience Low cost per thousand Creative opportunities for demonstration Immediacy of messages Entertainment carryover Demographic selectivity with cable Disadvantages ▪ ▪ ▪ ▪ ▪ ▪ ▪ Copyright ©2009 by Cengage Learning Inc. All rights reserved Short life of message Consumer skepticism High campaign cost Little demographic selectivity with stations Long-term advertiser commitments Long lead times for production Commercial clutter 16 LO4 Outdoor Media Advantages Disadvantages ▪ Repetition ▪ Short message ▪ Moderate cost ▪ ▪ Lack of demographic selectivity Flexibility ▪ ▪ High “noise” level Geographic selectivity Copyright ©2009 by Cengage Learning Inc. All rights reserved 17 LO4 Internet Advantages ▪ Fast growing ▪ Ability to reach narrow target audience ▪ Short lead time ▪ Moderate cost Disadvantages ▪ Difficult to measure ad effectiveness and ROI ▪ Ad exposure relies on “click through” from banner ads ▪ Not all consumers have access to Internet http://www.fox.com http://www.abc.com Online Copyright ©2009 by Cengage Learning Inc. All rights reserved 18 LO4 Videogame Advertising • In 2006, Microsoft acquired Massive inc., a startup that places ads in video games. • Ads are inserted into the game environment. • Video games could become a large new medium for advertising. SOURCE: Robert A. Guth and Nick Wingfield, “Microsoft’s ‘Massive’ Move into Game Ads,” Wall Street Journal, April 26,2006, B1. Copyright ©2009 by Cengage Learning Inc. All rights reserved 19 LO4 Cell Phones • Newest advertising media • Useful for reaching youth market • 3 billion cell phone users in the world • In 2006 cell phone ad sales reached over $400 million in U.S. – nearly $900 million worldwide Copyright ©2009 by Cengage Learning Inc. All rights reserved 20 LO4 Quantitative Factors in Media Selection • Media Mix – Combination of media to be used for a promotional campaign • Cost per contact – The cost of reaching one member of the target market • Reach – number of target consumers exposed to a commercial at least once during a specific period, usually four weeks • Frequency – number of times an individual is exposed to a given message during a specific period Copyright ©2009 by Cengage Learning Inc. All rights reserved 21 LO4 Qualitative Factors in Media Selection • Attention to the commercial and the program • Involvement • Program liking • Lack of distractions • Other audience behaviors Copyright ©2009 by Cengage Learning Inc. All rights reserved 22 LO4 Media Scheduling Continuous Media Schedule Advertising is run steadily throughout the period. Flighted Media Schedule Advertising is run heavily every other month or every two weeks. Pulsing Media Schedule Advertising combines continuous scheduling with flighting. Seasonal Media Schedule Advertising is run only when the product is likely to be used. Copyright ©2009 by Cengage Learning Inc. All rights reserved 23 LO5 Public Relations Public Relations The element in the promotional mix that: ▪ evaluates public attitudes ▪ identifies issues of public concern ▪ executes programs to gain public acceptance Copyright ©2009 by Cengage Learning Inc. All rights reserved 24 LO5 Functions of Public Relations Press relations Product publicity Corporate communication Public affairs Lobbying Employee and investor relations Crisis management Copyright ©2009 by Cengage Learning Inc. All rights reserved 25 LO5 Managing Unfavorable Publicity Crisis Management A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event. Copyright ©2009 by Cengage Learning Inc. All rights reserved 26
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Student name
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Chapters 13, 15, 16, 17
o Describe each of the 4 elements in the promotional mix
Advertising-Is any form of impersonal paid communication where the company or sponsor is
identified.
Public Relations-This is a marketing duty that evaluates public attitudes, identifies areas within
the organization that the public may be interested in and executes a program of action to earn
public understanding and acceptance.
Sales promotion- This is a marketing activity that stimulate consumer buying and dealer
effectiveness. It may entail free samples, coupons, vacation giveaways among others.
Personal Selling-This is a purchase situation involving a personal paid for communication
between two people in an attempt to influence each other.
o Describe the 3 channel functions performed by intermediaries
Transactional-Entails contacting/promotion, negotiating and risk taking
Logistical-Entails physically distributing, storing and sorting products
Facilitating-Entails researching and financing
o Describe the 3 goals of promotion and how they relate to the PLC
The three goals of promotion are to inform, persuade and remind potential buyers of a product
to influence or...


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