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Gestin de Marketing

Promocin

Marzo 2013

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Gestin de Marketing

ROL DE LA PROMOCIN EN EL MIX DE MARKETING

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Gestin de Marketing

ROL DE LA PROMOCIN EN EL MIX DE MARKETING

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ROL DE LA PROMOCIN EN EL MIX DE MARKETING

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Gestin de Marketing

ROL DE LA PROMOCIN EN EL MIX DE MARKETING

AUSPICIADOR

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Gestin de Marketing

Objectives Setting

Budget Decisions

Message Decisions Media Decisions

Campaign Evaluation

DECISIONES EN PUBLICIDAD

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Gestin de Marketing

Informative AdvertisingBuild Primary Demand

Informative AdvertisingBuild Primary Demand

Persuasive AdvertisingBuild Selective Demand

Persuasive AdvertisingBuild Selective Demand

Comparison AdvertisingCompares One Brand to

Another

Comparison AdvertisingCompares One Brand to

Another

Reminder AdvertisingKeeps Consumers Thinking

About a Product.

Reminder AdvertisingKeeps Consumers Thinking

About a Product.

Specific Communication Task

Goals with a Specific TargetAudience

During a Specific Period of Time

OBJETIVOS DE PUBLICIDAD

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Gestin de Marketing

LAS 5 M DE LA PUBLICIDAD

Mission

Salesgoals

Adver-tisingobjectives

Money

Factors toconsider:

Stage in PLC

Market share

and con-sumer base

Competitionand clutter

Advertisingfrequency

Productsubstituta-bility

Message

Message generation

Message evaluation

and selection

Message execution

Social-responsibilityreview

MediaReach, frequency,impact

Major media typesSpecific mediavehicles

Media timingGeographical

media allocation

Measure-ment

Communi-cationimpact

Salesimpact

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Gestin de Marketing

Month

Number ofmessagesper month

Concen-trated

(1) (2) (3)

Level Rising Falling Alternating

(4)

Continuous

(8)(7)(6)(5)

(9)Inter-

mittent

(10) (11) (12)(9)

PATRONES DE LA PUBLICIDAD

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Gestin de Marketing

V ! D PRINCIPALES MEDIOS PUBLICITARIOS

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V ! D PRINCIPALES MEDIOS PUBLICITARIOS

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Gestin de Marketing

PRINCIPALES TIPOS DE PUBLICIDAD

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Gestin de Marketing

PRINCIPALES TIPOS DE PUBLICIDAD

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Gestin de Marketing

PRINCIPALES EN"O#UES PUBLICITARIOS

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Gestin de Marketing

10 ESTILOS DE EJECUCIN PUBLICITARIO

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Gestin de Marketing

10 ESTILOS DE EJECUCIN PUBLICITARIO

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Gestin de Marketing

ROL DE LA PROMOCIN EN EL MIX DE MARKETING

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ROL DE LA PROMOCIN EN EL MIX DE MARKETING

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Gestin de Marketing

SpecialEventsSpecialEvents

WrittenMaterialsWritten

Materials

CorporateIdentityMaterials

CorporateIdentityMaterials

SpeechesSpeeches

NewsNews

AudiovisualMaterials

AudiovisualMaterials

PublicService

Activities

PublicService

Activities

Web SiteWeb Site

PRINCIPALES $ERRAMIENTAS RELACIONES PUBLICAS

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ROL DE LA PROMOCIN EN EL MIX DE MARKETING

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ROL DE LA PROMOCIN EN EL MIX DE MARKETING

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Gestin de Marketing

Consumer-PromotionObjectives Consumer-PromotionTools

Point-of-Purchase

Displays

Premiums

Price Packs

Cash Refunds

Coupons

Samples

PatronageRewardsPatronageRewards

Games

Sweepstakes

Contests

Entice Consumers toTry a New Product

Entice Consumers toTry a New Product

Lure Customers AwayFrom Competitors Products

Lure Customers AwayFrom Competitors Products

Get Consumers to Load Upon a Mature Product

Get Consumers to Load Upon a Mature Product

Hold & Reward Loyal

Customers

Hold & Reward Loyal

CustomersConsumer Relationship

BuildingConsumer Relationship

Building

OBJETIVOS ! $ERRAMIENTAS PROMO% DE VENTAS

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ROL DE LA PROMOCIN EN EL MIX DE MARKETING

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Gestin de Marketing

COMUNICACIN EN EL MIX DE MARKETING

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Gestin de Marketing

COMUNICACIN EN EL MIX DE MARKETING

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Gestin de Marketing

COMUNICACIN EN EL MIX PROMOCIONAL

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Gestin de Marketing

COMUNICACIN ! MIX PROMOCIONAL

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Gestin de Marketing

METAS ! TAREAS DEL MIX PROMOCIONAL

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Gestin de Marketing

METAS ! TAREAS DEL MIX PROMOCIONAL

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Gestin de Marketing

Atencin

Inters

DeseoA

ccin

METAS ! TAREAS DEL MIX PROMOCIONAL

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Gestin de Marketing

METAS ! TAREAS DEL MIX PROMOCIONAL

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Gestin de Marketing

"ACTORES #UE A"ECTAN MIX PROMOCIONAL

Naturaleza del producto

Etapa en el Ciclo de Vida

Factores del mercado objetivo

Tipo de decisin de compra

Fondos para promocin

Estrategia Push o Pull

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Gestin de Marketing

MANUFACTURER

RETAILER

Trade

Promotions

CONSUMER

ConsumerPromotions

Push

Push PullRetail

Promotions

ESTRATEGIAS DE PUS$ ! PULL

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ESTRATEGIAS DE PUS$ ! PULL

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Gestin de Marketing

ESTRATEGIAS DE PUS$ ! PULL

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Gestin de Marketing

Consumer-PromotionObjectives

Consumer-PromotionTools

Point-of-PurchaseDisplays

Premiums

Price Packs

Cash Refunds

Coupons

Samples

PatronageRewardsPatronageRewards

Games

Sweepstakes

Contests

Entice Consumers toTry a New Product

Entice Consumers toTry a New Product

Lure Customers AwayFrom Competitors Products

Lure Customers AwayFrom Competitors ProductsGet Consumers to Load Up

on a Mature ProductGet Consumers to Load Up

on a Mature Product

Hold & Reward Loyal

Customers

Hold & Reward Loyal

CustomersConsumer Relationship

BuildingConsumer Relationship

Building

OBJETIVOS ! $ERRAMIENTAS PULL

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Gestin de Marketing

Trade-PromotionObjectives

Trade-PromotionTools

SpecialtyAdvertising

ItemsContests

Free Goods

Buy-BackGuarantees

Allowances

Price-Offs

PatronageRewards

PatronageRewards

Push Money

Discounts

Premiums

Displays

Persuade Retailers orWholesalers to Carry a Brand

Persuade Retailers orWholesalers to Carry a Brand

Give a Brand Shelf SpaceGive a Brand Shelf Space

Promote a Brand inAdvertising

Promote a Brand inAdvertising

Push a Brand to ConsumersPush a Brand to Consumers

OBJETIVOS ! $ERRAMIENTAS PULS$ & AL CANAL

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Gestin de Marketing

Business-PromotionObjectives Business-Promotion

ToolsGenerate Business LeadsGenerate Business Leads

Stimulate PurchasesStimulate Purchases

Reward CustomersReward Customers

Motivate SalespeopleMotivate Salespeople

ConventionsConventions

Trade ShowsTrade Shows

Sales ContestsSales Contests

OBJETIVOS ! $ERRAMIENTAS PULS$ & AL CANAL

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