Class Intro 13
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| [http://www.udel.edu/alex/chapt18.html old notes] | [http://www.udel.edu/alex/chapt18.html old notes] | ||
| - | WSJ: ''PepsiCo Adds Fizz to Its Cola'' | + | WSJ: ''PepsiCo Overhauls Strategy'' |
| Personal Selling | Personal Selling | ||
Current revision
Promotion - Introduction to Integrated Marketing Communications
WSJ: PepsiCo Overhauls Strategy
Personal Selling
Mass Selling: Advertising versus Publicity
Sales Promotion
targeted at consumers: contests, coupons, aisle displays, samples, trade shows, point of purchase, banners, frequent buyer programs, sponsored events
targeted at wholesalers and retailers: price deals, promotion allowances, sales contests, trade shows, meetings, catalogs, merchandise aids, videos
targeted at company's own sales force: contests and bonuses, meetings, sales aids, training materials
Promotional Objectives
to inform; to pursuade; or to remind
Adoption Model: Awareness; Interest; Evaluation; Trial; Decision; Confirmation
AIDA Model: Attention; Interest; Desire; Action
Traditional Communications Process
Source > Encoding > Message Channel > Decoding > Receiver > Feedback to Source (noise within the system)
Encoding and Decoding can create noise, depend on common frames of reference.
Integrated Direct Response Promotion
Very Targeted; More than just Direct Mail; Tied to Database, consumer behavior; Ethical Concerns
Customer-Initiated Interactive Communication
Receiver (customer) > Search > Message Channel > Select a Topic > Source's Message > Receive (noise)
Free information; Book example
P&G's Marketing Chief Looks to Go Digital
Push Strategies: Promotion targeted to intermediaries to push product through
Pull Stratgeies: Promotion targeted to consumers to build demand and pull product through the channels
Adoption Process Impacts Promotion Selection
Innovators; Early Adoptors; Early Majority; Late Majority; Laggards and Non Adoptors
Life Cycle Stage Impacts Promotion Selection
Introduction, stimulate primary demand; Growth, promote individual brand; maturity; decline
Promotional Budget
Percent of Sales
Task Objective
A Number
