Promotion Marketing in English Lukas Gottwald Department of Business Management Masaryk University Brno, 2009 Structure of the Lucture nTopic Context ¨Within 4P and 4C Marketing Frameworks nPromotion & Marketing Communication ¨Definition, Meaning, Characteristics, Forms, Campaign Design nAdvertising, Sales Promotion, PR ¨Definitions, Tools & Tactics, Applications nDirect Marketing ¨Definitions, Tools & Tactics, Application nIntegrated Marketing Communication ¨What it is, and why is it important nCase Study: Railway stations & Trains as an Advertising space ¨ Topic Context n4P 4P Topic Context n4C 4c Promotion & Marketing Communication nDefinitions ¨Promotion n„Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix.“ (wikipedia.org) ¨Marketing communication n„Coordinated promotional messages delivered through one or more channels such as print, radio, television, direct mail, and personal selling.“(businessdictionary.org) n Promotion & Marketing Communication nMeaning ¨Very simillar, nearly identical terms nCharacteristics ¨Targeted ¨Message has a purpose, has a goal ¨Often paid for by the advertiser ¨Often regarded as untrustworthy by the audience nForms ¨ATL: Advertising (message communicated in MassComm Media) nTV, radio, newspapers, Internet and Mobile Phones ¨BTL: All other forms nEvents, Trade shows, Direct marketing, PR, WOM, Sponsorship, Product Placement n ¨ Promotion & Marketing Communication nCampaign design ¨5 Steps to effective marketing communication (Kotler, 2007) nSelecting target audience (target segment) nSetting communication goals nPreparing the actual message nMedia planning nEvaluating campaign (feedback) n n + considering budget limitations n + considering synergy effects within: nMarketing Communication mix ¨Integrated communication concept nMarketing mix (as a whole) ¨Massive campaign useles if the goods not in stores yet… n Advertising nDefinition ¨"Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor„ (Kotler, 2007) nMedia ¨Typically in mass-comm media, but also billboards, stickers, public tansport… ¨ Advertising nAd & Campaign design ¨Message: Informative vs. persuasive vs. reminding ¨Ad „tone“: lifestyle, fantasy, image, music, ordinary day, music, scientifical evidence, „buddy“ recommendations, humor… ¨Example: Bud Light ¨http://www.youtube.com/watch?v=CFrh14LsQQ0 ¨http://www.youtube.com/watch?v=KCpoldRGSiE ¨ Sales Promotion nDefinition: ¨„Activities, devices, and techniques used to supplement the advertising efforts and help increase sales quickly“ (Answers.com) nCommonly used tools: ¨Contests, coupons, promotional discounts, free gift offers n„Call to action“ ¨More than any other element of the promotional mix, sales promotion is about “action” - stimulating customers to buy a product ¨While advertising is more informative & image-building nSales promotion is commonly referred to as “Below the Line” promotion ¨ Sales Promotion nTargeting ¨Final consumer ¨Resellers / dealers ¨Organizations (Congress, Trade show) ¨ n+ Affiliate programs online nExample Zappos.com ¨http://www.zappos.com/associates.zhtml ¨ PR (Public relations) nDefinition ¨„the practice of managing the flow of information between an organization and its publics.Public relations gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment.Because public relations places exposure in credible third-party outlets, it offers a third-party legitimacy that advertising does not have.“ (wikipedia.org) nCommon activitties ¨speaking at conferences, working with the press, and employee communication, working with local authorities, investor relations (annual reports…) PR (Public relations) nApplications ¨Brandbuilding (Kotler, 2007), increasing awareness nMessage design „5W“ ¨Who ¨What ¨Where ¨When ¨Why ¨-example iPhone introduction by T-Mobile CR Direct Marketing nDefinition ¨„All marketing communication techniques which allow to address directly and individually the addressee with the objective of a more or less immediate answer.“ nMedia: ¨telephone, mail and e-mail + personal selling n+ Direct marketing actions are also characterized by a database usage and by the ability to measure exactly the campaign results. Integrated marketing communication nConcept ¨popularized by P.Kotler, highlits the benefits of harmonizing marketing communication in all media, in all campaigns. nClarity nConsistency nCoordination ¨ Integrated marketing communication nExample ¨Integrating Advertising and Direct marketing campaigns 1.Advertisement with a direct response coupon ¨(Postcard - Postage paid by adresee) 2.Direct mail (Catalogue delivered to those who showed interest – send the postcard from the Ad) 3.Telemarketing (Several days after prospects received the Catalogue, they are contacted by a telemarketer…) 4.Personal Selling (…and can request an appointment with a representative) Case study: Railway station aaa Advantages, Disadvantages? Compare to urban street and highway. Propose an integrated mar. comm. concept. Case study: Railway station nCompare to previous ad… call to action… fff Case study: Railway station nPropose a different „guerilla“ visual in this area nIs this a Captive audience area? n sss Thank you nFor questions, feedback etc. ¨lukasgottwald@gmail.com ¨