Coordination of promotion (& other mktg)

for maximum effect

(Oscars Night & M&Ms)

**Consistant Message** 

Sharing of meaning through transmission of info

Begins with a SOURCE 

person, group, organization

with a meaning...

attempts to share this meaning with an audience

Individual, group, organization

Decodes the coded message

Audience... two or more receivers 

part of the Communication Process,

encoding a message (source towards receiver)

via symbols the receiver should recognize

medium that the message is carried

ie: ink on paper, chalk marks on chalkboard, etc 

signs/symbols are converted into concepts/ideas

**receiver decodes from source 

anything that reduces communication's

clarity & accuracy

ie: radio static, slow internet connection,

unfamiliar sign or symbols

receiver's response to a decoded message

receiver=audience

↓

source=receiver 

limit on volume of info of the communication channel

ie:

channel:speech = people can only talk so fast

channel: radio = limit to words in announcement 

communication to build/maintain relationships

informing or persuading

Create awareness

Stimulate Demand

Encourage Productivity

Identify Products 

Retain Loyal Customers

Facilitate Reseller support

Combate Competitors

Reduce Sales Fluctuations 

Demand for Product category

introduce innovative product 

informs potential customers about product

*introductory stage

no competing brands, no emphasis on brand names

demand for specific brand

 differentiate product from competing brands

encourage existing customers to buy more of brand 

1) Advertising

2) Personal Selling

3) Public Relations

4) Sales Promotions

Paid

Non-personal

benefits: cost efficient

effective for brand name extensions

disadvantages: absolute dollar price can be HIGH

rarely provides feedback (quickly) 

Paid

Personal

(inform customers - persuade to purchase)

disadvantage: directed at one individual

costs more per person

advantages: greater impact on consumer

provides immediate feedback

*Perosnal Selling

communication through movement of body language

ie: nodding, winking, etc 

**Personal Selling

-less obvious form

person varies physical distance in face-to-face interactions

**Personal Selling

communicating through touching 

used to create good relations between

company and stakeholders

ie: annual reports, sponsorships

also non-personal: news releases

acts as a direct inducement

adding value/incentive to buy product

sweepstakes, rebates, etc 

Size

Distribution

Demographics 

attempt to gain acceptance through

word-of-mouth communications

promotes company's position on public issue

ie: Parents encouraged to talk to kids

about not smoking 

Promotes the uses, features, and benefits

of the product

1) pioneering

2) competitive 

compares two or more brands on basis of

one or more product characteristic 

Remind consumers about established brand's uses

and benefits 

assures users they chose the right brand

- explains HOW to get the most out of it 

1) Identify/analyze target audience

2) Define advertising objectives

3) Create Ad platform

4) Determine advertising appropriation

5) Develop media plan

6) Create Advertising message

7) Execute Campaign

8) Evaluate advertising effectiveness 

budgeting for ad campaign by

1) determining objectives

2) calculating costs of tasks to attain #1 

Problem: Accuracy of estimates of #2 

multiply firm's past & expected sales

x

Standard percentage

Problem: incorrect assumption that

sales create advertising 

determine ad budget by

matching competitor's advertising outlays 

budgeting for ad campaign

specified by a high-level executive in the firm

Problem: often = under/over spending 

specifies media to be used and schedule for ads

Primary goal: reach largest # of people in target

Secondary goal: frequency 

**Media selection

lets advertiser compare costs of

several media vehicles 

vs.

# of people each vehicle reaches

(within a specific medium) 

1) continuous

- ad runs at constant level throughout campaign

2) flighting

- ad runs for set periods of time

(alternating with periods w/o ads run)

3) pulsing (combo of 1 & 2)

-certain portion of ad runs continuously

 -certain period of time bring additional ads for intensity

verbal portion of ads

headlines, body, signature, etc 

blueprint

-copy & visual material

shows sequence of major scenes in commercial 

**evaluating ad campaign

Consumer Jury

- panel of product's potential/existing buyers who pretest ads 

**evaluating Ad Campaign

- objectives usually determine type

    *communication=surveys/experiments

*sales=uses data past/current & $ to estimate effects of campaign on market share 

**evaluating ad campaign

-posttest

- respondents shown actual ad & asked if recognize 

**evaluating ad campaign

- respondents asked to identify ads recently seen

w/o recall clues

**Evaluating ad campaigns

-respondents asked to identify recent ads

given clues to jog memory