Post on 20-Feb-2023
IMC || Group 5Sanjog Dash – 13PGDM111Ashish Jain – 13PGDM134Modhura Roy – 13PGDM149Neelesh Pande – 13PGDM152Nidhi Bhatia – 13PGDM155
Marketing Promotions
1. Market – To whom is the communication addressed?2. Mission – What is the objective of the intervention?3. Message – What are the specific points to be communicated?4. Media – Which vehicles will be used to execute on the goals?5. Money – How much will be spent in the effort?6. Measurement – How will impact be assessed after the campaign?
The 6M Model
Strategy
Implementation
AdvertisingAdvertising is the paid, impersonal, one-way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas.
Advertisements include text, audio, video, photography and graphic designs. Types of advertising
Major Promotional ToolsPersonal Selling
Personal selling is a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value.
ProsInteractive, greater exchange of information, personalized
ConsExpensive, fixed resource
Consumer Sales Promotions• “Pull” strategy • Product trial, repeat usage or purchases,
awareness generation, incremental innovations
• Coupons, free samples, rebates, premiumsTrade Promotions• “Push” strategy • Financial incentives to the channel: price
discounts, coupons, feature advertising• Slotting allowance to retailers
Distribution of a new product• Cooperative advertising Manufacturers
pay for local or retail advertising for partial control
• To gain support to carry an item, increase visibility or lower its price
Sales Promotions
Manufacturer
CHANNEL
Consumer
PULL PUSH
Indirect forms of Promotion• Word of Mouth, Public Relations• Communication received from other customers and experts, media
sources• Powerful and inexpensive• Communication partners mostly unaware• Limited control over the timing and message May lead to negative
associations
Two crucial components:
1) 2) Consider internal consistency of promotional tools
Unaware Aware Positive Attitude Trial Repeat
Integrated Marketing Promotions
DMP Selling process
Mapping of Buying & Selling processes
• Distribution strengthened before advertisement
• Special retail displays and trade promotions designed to increase number of trials
• Consumer insight on DMP analysis to decide media
Consider how promotional tools interact with each other How these messages interact affects overall effectiveness
Consider the Consistency
Solution - Keep a consistent overall positioning for a product in mass media and then customize the message for
non overlapping media
Manage conflicts in promotional messages if shown to the same customer segment
Sizing the Budget
Size of budget matter of debate in companies
Allocation of budget across promotional
efforts next challenge
Different departments have separate budgets
and different objectives
Economics and ROI
How are resources allocated?Based on two principles:a) Need to affect various stages
of DMPb) Effectiveness of various
tools can vary and decision based on ROI
These principles lead to the measurement of effectiveness