Promotion Mix

Advertising
Public Relations
Sales Promotion
Personal Selling
Social Media and Promotion
Case Study
AGENDA

Any paid form of non-personal presentation and
promotion of ideas, goods or services through
mass media such as newspapers, magazines,
television or radio hy an identified sponsor.
I. Definition
Group 7 – Thanh Hieu

World
Advertising
I. Definition

I. Definition
World
Advertising

II. Important Decisions in Advertising

1. Setting Objectives
An advertising objective is a specific communication task to be
accomplished with a specific target audience during a specific
time
Objectives are classified by primary purpose
• Inform
• Persuade
• Remind

Lexus is250c

Mercedes Benz

3. Setting the Advertising Strategy
Advertising strategy is the strategy by which the
company accomplishes its advertising objectives and
consists of:
 Creating advertising messages
 Selecting advertising media

4. Selecting advertising media
Major steps include:
 Impact
 Effectiveness
 Cost

MEDIUM ADVANTAGES LIMITATIONS
Newspapers  Flexibility;
 Timeliness;
 Local market coverage;
 Broad acceptance;
 High believability.
 Short life;
 Poor reproduction
quality;
 Small pass-along
audience.
Television  jombmes sight, sound
and
 Motion;
 Appealing to the
senses;
 High attention;
 High reach
 TTigh absolute eost;
 High clutter;
 Fleeting exposure;
 Less audience
selectivity

MEDIUM ADVANTAGES LIMITATIONS
Radio  Mass use;
 high geographic and
 demographic selectivity;
 low cost
 Audio presentation only,
lower attention than TV;
 fleeting exposure.
Outdoor  Flexibility;
 high repeat exposure;
 No audience selectivity;
 creative

27
 Advertising may change a consumer’s
negative attitude toward a product, or
reinforce a positive attitude.
 Advertising can affect consumer ranking of
a brand’s attributes.
III. The Effects of Advertising on Consumers

28
Top Ten Leaders by U.S. Advertising Spending
III. The Effects of Advertising on Consumers

I. Definition
Group 7 - Phuong Loan

I. Definition
• The Public Relations Society of America (PRSA):
Strategic Communication Process
Organizations
Mutually
beneficial
relationships
Their
publics

I. Definition
The practice of
communication
managing between
an organization
and its publics.

II. Functions
Any or All of the following functions:
• Press relations
• Employee Relations
• Product Public Relations
• Political and Government
Relations
• Financial Relations
• Community relations
• Development

III. Tools
• News
• Speeches
• Special Events
• Written Materials
• Audio visual Materials
• Corporate Identity
Materials
• Public Service Activities
• Web Sites

IV. PR and Advertising

1. Similarities
• Designed to raise
awareness of a
company or product in
a positive manner.
• The company target its
messages toward a
particular audience.
IV. PR and Advertising

2. Differences

I. Definition
An activity to boost the sales of product
 Persuading a potential
customer
 Sort-term tactic
 Not use to build
long-term loyalty
Group 7 – Minh Khoa

Attract new customer
Encourage use product and make them brand loyal
Counter a competitor’s promotion activities
Introduce new product- penertrate the market
II. Purpose

1. Consumer Promotion (Pull strategy)
– Target at end customers
– Encourages the customers to make a purchase
III. Target of Sales Promotion

Goal of
consumer
promotion
Build
brand
equity
Increase
consumption
Target
specific
Segment
To
repurchase
Maintain
current
customer

Type of Consumer Promotion
1. Coupon
 Encourage repurchase
 Offer price break without retailers coop
 Induce trial of new of exiting product
 Coupon fraud
 Difficult to determine the effective
(for market research)
 Often used by loyal customer who
may purchase anyway

2. Sampling
 Low unit value
 Purchase cycle is relatively short
 Method:
• Door to door
• Direct mail
• In store sampling
• Through the internet…

3. Lucky dip
 The awards usually very big for only a few
person.
 Attract customer to join the event, buy
product.

4. Price pack
 Price off deals- Induce switching and
reinforces loyalty
 Bonus pack- “more quantity”- For
value enhancing items

2. Trade sales promotion (Push strategy)
– Target at distribution channel
– Encourages the channel members to stock the
product

Goal of
trade sales
promotion
Stimulate
in store
Expand
product
distribution
Inventory
control
Encourage
retail
promotion

Type of Trades Sales Promotion
1. Point-of purchase displace

2. Cooperative Advertising

3. Sale training program

4. Trade allowances

What is the personal selling?
How?
Talk to and persuade a customer to buy
something
Sell product through their attitude,
appearance and specialist product
knowledge
I. Definition
Group 7 – Quang Minh

• Involving two-way personal communication between
salespeople and individual customers
• Some firms have no salespeople at all
• In company that sells business products, the salespeople
may be only contact. To these customers, the sales force is
the company.
• In consumer product companies that sell through
intermediaries, final consumers rarely meet salespeople or
even know about them
• The sales force acts as the critical link between a company
and its customer
II. Role of Personal Selling

Representing
company to
customers
Find and develop
new customers
and communicate
information
Sell products
Market research
Representing
customers to
company
Relay customers
Learn about
customer need
Develop greater
customer value
The salesperson often act as the account manager who manages the
relationship between the seller and buyer
Company
Customers
Salesperson

Advantages
• High customer attention
• Message is customised
• Interactivity
• Persuasive effect
• Potential for development
of relationship
• Adaptable
• Opportunity to close the
sale Disadvantages
• Labor-intensive
• High cost
• Expensive
• Can only reach a limited
number of customers
III. Advantages and Disadvantages

• Provide networking platform
• Provide information
• Provide exclusivity
• Use both traditional and Internet-based
promotional tools to engage customers
• Utilize the power of stories
Group 7 - Thanh Huyền
PROMOTION METHODS BY USING MEDIA
SOCIAL TO SHAPE CONSUMER DICUSSION

• Consumers like to network with people who have
the similar interests and desires
• Organizations can leverage this desire by creating
communities of like-minded individuals
• These communities center on shared information
through websites, social networking sites such as
Facebook, Myspace, forums, chat rooms…
• Individuals base on them to come to a decision
I. Provide networking platforms

An online community exists to serve the needs of new mothers.

 It provides various types of information for mothers and
parent, along with opportunities for interaction through
message boards, forums and chat rooms
 Companies can benefit from communicating with moms.
 Their employees contribute to the conversations that are
occurring there and they can adverse for these products,
have customer information, even sale online.
Thanh Huyền Group 7 - Thanh Huyền

 Consumers are more likely to talk about companies
and products when they feel they know a lot about
them
 Creating a website is replete with all information
about products which is categorized clearly and
best fix
II. Provide Information

P&G’s website – shampoo product (Pantene)

P&G’s website – information about certificate of
product safety (Pantene)

People like to feel special
Feeling of being special can be produced
by offering products, information and
special deals that are available exclusively
to a subset of consumers
III. Provide Exclusivity

Enabling customers to provide feedback on
product via companies’ blog, forum, website.
Creating online contest via social networking
sites, video sharing site (YouTube)…
Online voting via website
Create games online related to product or
service which need to be promoted
IV. Use both traditional and Internet-based
promotional tools to engage customers

Stories can be memorable. The more memorable
they are, the more likely they are to be repeated
Telling a story related to product or creating a story
about product with personified characters
IV. Utilise the power of stories

Group 7 - Ka Ly
I. Introduction

Group 7 - Ka Ly
I. Introduction
How Apple use Promotion Mix?
 Advertising
 Public Relations
 Sales Promotion
 Personal Selling

Group 7 - Ka Ly
II. Analysis - Advertising

Group 7 - Ka Ly
II. Analysis – Advertising
Message
 Inspiration
 Communication
Media
 Television -> TVC
 YouTube
 Fanpage

Group 7 - Ka Ly
II. Analysis – Public Relations

Group 7 - Ka Ly
II. Analysis – Public Relations
PR’s tool
 Fanpage: to launch new product, listen to
customers’ feedback
 Event: to launch new products with the
presentation from Apple’s CEO
 Creating hyper

Group 7 - Ka Ly
II. Analysis – Sales Promotion
Sales Promotion
 Not many discount

Group 7 - Ka Ly
II. Analysis – Personal Selling
Apple retail store is one of typical success in retail industry

Group 7 - Ka Ly
 In 2009, when retail sales declined around 2%, Apple’s
retail sales rose roughly 7%.
 In 2010, Apple’s retail sales, excluding online, jumped
70% to $11.7 billion, compared to the overall retail
industry’s sales growth of 4.5%

Group 7 - Ka Ly

Group 7 - Ka Ly
All stores are the same
Building strong employees
 Young
 Have good understanding about new technology
 Customer oriented

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