MGT2306-MARKETING-MANAGEMENT LESSON 9
-
Upload
jacqueline-quek -
Category
Education
-
view
141 -
download
0
Transcript of MGT2306-MARKETING-MANAGEMENT LESSON 9
LESSON 9 OBJECTIVES
• Define the role of Promotion
• Describe the roles and tasks of promotion
• Introduce the AIDA concept and differentiate PUSH and PULL strategies in promotion
• List and identify the elements in a promotional mix
The Role of Promotion
Communication by
marketers that informs,
persuades, and reminds
potential buyers of a product
in order to influence an
opinion or elicit a response.
What is a Promotion Strategy?
A plan for the optimal use
of the elements of
promotion: Advertising Public Relations Sales Promotion Personal Selling
THE AIDA CONCEPT
Model that outlines the process for
achieving promotional goals in terms
of stages of consumer involvement
with the message.
AttentionInterestDesireAction
THE AIDA CONCEPT
Action
Desire
Interest
Attention Cognitive (thinking)
Affective (feeling)
Conative (doing)
Push and Pull Strategies
Manufacturerpromotes to wholesaler
Wholesaler promotes to
retailer
Retailer promotes toconsumer
Consumerbuys from
retailer
PUSH STRATEGY
Orders to manufacturer
Manufacturerpromotes to
consumer
Consumer demands product
from retailer
Retailer demands product
from wholesaler
Wholesaler demands
product frommanufacturer
Orders to manufacturer
PULL STRATEGY
Integrated Marketing Communications (Komunikasi pemasaran bersepadu)
The careful coordination
(penyelarasan) of all promotional
messages to assure the
consistency of messages at every
contact point where a company
meets the consumer.
IMC Popularity Growth
Proliferation (percambahan) of thousands of media choices
Fragmentation (pemecahan) of the mass market
Slash of advertising spending in favor of promotional techniques that generate immediate response
As Senders As Receivers
Develop messages
Adapt messages
Spot new communication opportunities
Inform
Persuade
Remind
Marketing Communication