Chapter 14. Promotion - Tiếp Thị Căn Bản | Môn: Tiếp Thị Căn Bản - Truòng: Đại học Bách khoa Thành phố Hồ Chí Minh

lOMoAR cPSD| 37879319
IM1019 Principles of Marketing Sem 2, 2023-2024
Adapted from Kotler P. T. & Amstrong G. 2018, Principles of Marketing (17th Global Edition), Pearson. lOMoAR cPSD| 37879319 Learning objectives 1.
Define the five promotion mix tools for communicating customer value. 2.
Discuss the changing communications landscape and the need for integrated marketing communications. 3.
Outline the communication process and the steps in developing effective marketing communications. 4.
Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. lOMoAR cPSD| 37879319 The promotional mix The promotion mix is the
specific blend of promotion tools that the
company uses to persuasively communicate customer value and build customer relationships. advertising sales promotion personal selling public relations direct marketing lOMoAR cPSD| 37879319 The promotional mix
Advertising is any paid form of non-personal presentation and promotion of
ideas, goods, or services by an identified sponsor.
e.g. broadcast, print, online, mobile, outdoor lOMoAR cPSD| 37879319 The promotional mix
Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service.
e.g. discounts, coupons, displays, demonstrations lOMoAR cPSD| 37879319 The promotional mix
Personal selling is the personal interaction by the firm’s sales force for the
purpose of engaging customers, making sales, and building customer relationships.
e.g. sales presentations, trade shows lOMoAR cPSD| 37879319 The promotional mix
Public relations involves building good relations
with the company’s various publics by
obtaining favorable publicity, building up a
good corporate image, and handling or
heading off unfavorable rumors, stories, and events.
e.g. press releases, sponsorships, events and Web pages lOMoAR cPSD| 37879319 The promotional mix
Direct and digital marketing involves engaging directly with carefully targeted
individual consumers and customer communities to both obtain an immediate
response and build lasting customer relationships.
e.g. direct mail, catalogs, online and social media, mobile marketing
Integrated marketing communications
The new marketing communications model is needed due to
Consumers are changing - better informed and more communications empowered lOMoAR cPSD| 37879319
Marketing strategies are changing - focused marketing programs designed
to build closer relationships with customers in more narrowly defined micromarkets
Advances in digital technology - changes in the ways in which companies
and customers communicate with each other lOMoAR cPSD| 37879319 lOMoAR cPSD| 37879319 lOMoAR cPSD| 37879319 lOMoAR cPSD| 37879319
The new marketing communications model Marketers more often now are
identified as content marketing managers. Content marketing: creating,
inspiring, and sharing brand messages
and conversations with and among
consumers across a fluid mix of paid,
owned, earned, and shared channels. lOMoAR cPSD| 37879319
The need for marketing communications model Integrated marketing communications
(IMC) involves carefully integrating and coordinating the company’s many
communications channels to deliver a clear,
consistent, and compelling message about the
organization and its products.
identifying the target audience and
shaping a well-coordinated promotional
program to obtain the desired audience response. lOMoAR cPSD| 37879319
Integrated marketing communications lOMoAR cPSD| 37879319
A view of the communication process lOMoAR cPSD| 37879319
Steps in developing effective marketing communication lOMoAR cPSD| 37879319
Identifying the target audience
A marketing communicator starts with a clear target audience in mind, which will determine What will be said How it will be said When it will be said Where it will be said Who will say it lOMoAR cPSD| 37879319
Determine the communication objectives lOMoAR cPSD| 37879319 Designing the message AIDA Model Get Attention Hold Interest Arouse Desire Obtain Action