Marketing

Activity 2 – Push and Pull strategy
Q1: From you understanding in the class (Chapter 6) give a brief definition of
pull strategy and push strategy with Examples?
Q2: What is the best strategy?
Learning Objectives
• Define the five promotion mix tools for
communicating customer value.
• Discuss the changing communications
landscape and the need for integrated
marketing communications.
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12 – 2
Learning Objectives
• Describe and discuss the major decisions
involved in developing an advertising
program.
• Explain how companies use public relations
to communicate with their publics.
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12 – 3
First Stop: Tecso: Every Little Helps
• Came up with an enduring integrated
marketing communications campaign
• Key to the campaign’s success
• Consistency
• The “Every Little Helps” slogan, which
communicates the brand’s unique proposition
• Marketing information on social media are
coherently integrated with other traditional
media to echo the same message.
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Promotion Mix
• Specific blend of promotion tools
• Used by companies to:
• Engage consumers and persuasively
communicate customer value
• Build customer relationships
• Major promotion tools:
• Advertising and sales promotion
• Personal selling and public relations
• Direct and digital marketing
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New Marketing
Communications Model
• Factors changing marketing communications:
• Changing consumers
• Changing marketing strategies
• Advancements in communications technology
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New Marketing
Communications Model
• Marketers can reach smaller consumer
segments in interactive and engaging ways.
• Mix of both traditional mass media and a
wide array of online, mobile, and social media
• Brand content managers create and inspire
brand messages and conversations.
• Share with and among consumers across a fluid
mix of paid, owned, earned, and shared channels
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Figure 12.1 – Integrated
Marketing Communications
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Nature of the Promotion Tools
Promotion tool
Description
Advertising
•
•
•
•
•
•
Reaches masses of buyers at a low cost per exposure
Builds a long-term image for a product
Can trigger quick sales
Has a public nature and is viewed as legitimate
Very expressive
Impersonal and lacks the direct persuasiveness of
salespeople
Personal selling
•
•
•
•
Personal interaction between two or more people
Allows all kinds of customer relationships to spring up
Buyer feels a greater need to listen and respond
Most expensive promotion tool
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Nature of the Promotion Tools
Promotion tool
Description
Sales promotion
•
•
•
•
•
•
Wide assortment of tools with unique qualities
Attracts consumer attention
Offers strong incentives to purchase
Used to dramatize product offers and boost sales
Invites and rewards quick response
Short-lived effects; less effective than advertising or
personal selling in building long-term relationships
Public relations
•
•
•
•
Very believable to readers
Can dramatize a company or product
Reaches many prospects
Effective and economical when well thought out
Direct and digital
marketing
• More targeted and interactive
• Immediate and personalized
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Figure 12.2 – Push versus Pull
Promotion Strategy
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Major Advertising Decisions
Message
decisions
Objectives
setting
Budget
decisions
Advertising
evaluation
Media
decisions
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Table 12.2 – Possible
Advertising Objectives
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Methods of Setting the
Advertising Budget
Affordable
method
Percentage-ofsales method
Competitiveparity method
Objective-andtask method
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Advertising Strategy
• Accomplishes the company’s advertising
objectives
• Major advertising strategy elements:
• Creating advertising messages
• Selecting advertising media
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Creating the Advertising Message
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•
•
•
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Breaking through the clutter
Merging advertising and entertainment
Planning a message strategy
Executing the message
Using consumer-generated content
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Selecting Advertising Media
• Advertising media: Vehicles through which
advertising messages are delivered to their
intended audiences
• Steps in advertising media selection:
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•
•
•
Determining reach, frequency, and impact
Choosing among major media types
Selecting specific media vehicles
Choosing media timing
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Profiles of Major Media Types
Medium
Advantages
Newspapers •
•
•
•
Flexibility
Timeliness
Good local market coverage
Broad acceptability and high
believability
•
•
• High audience selectivity
• Flexibility
• No ad competition within the
same medium
• Allows personalization
•
Direct mail
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Limitations
•
•
Short life
Poor reproduction
quality
Small pass-along
audience
Relatively high cost per
exposure
Junk mail image
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Profiles of Major Media Types
Medium
Advantages
High geographic and demographic
selectivity
Credibility and prestige
High-quality reproduction
Long life and good pass-along
readership
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•
•
Long ad purchase lead time
High cost
No guarantee of position
Radio
• Good local acceptance
• High geographic and demographic
selectivity
• Low cost
•
•
•
•
Audio only
Fleeting exposure
Low attention
Fragmented audiences
Outdoor
•
•
•
•
•
•
•
Little audience selectivity
Creative limitations
Magazines
•
Limitations
•
•
•
Flexibility
High repeat exposure
Low cost
Low message competition
Good positional selectivity
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Evaluating Advertising Effectiveness &
Return on Advertising Investment
• Return on advertising investment: Net return
on advertising investment divided by the
costs of the advertising investment
• Advertisers should regularly evaluate:
• Communication effects
• Sales and profit effects
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Organizing for Advertising
• Small firms may use their sales department
staff.
• Large companies may have their own
advertising departments.
• Advertising agency: Assists companies in
planning, preparing, implementing, and
evaluating all or portions of their advertising
programs
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International Advertising Decisions:
Standardization
• Benefits
• Lower advertising costs
• Greater global advertising coordination
• More consistent worldwide image
• Drawback
• Ignores the fact that country markets differ in
cultures, demographics, and economic
conditions
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Problems Faced by
Global Advertisers
• Countries differ in:
• Media costs and availability
• Advertising practices
• Diversity between countries requires
advertisers to adapt their campaigns to meet
local:
• Cultures and customs
• Media characteristics
• Regulations
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Functions of Public Relations
(PR) Department
Press relations
or press
agency
Product
publicity
Public affairs
Lobbying
Investor
relations
Development
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Public Relations
• Promotes products, people,
ideas, organizations, and
nations
• Builds good relations with
consumers, investors, the
media, and communities
• Rebuilds interest in
commodities for trade
associations
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Role and Impact of PR
• Strong impact on public awareness at a lower
cost than advertising
• Power to engage consumers and make them
part of the brand’s story
• Limited and scattered use
• Powerful brand-building tool
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Major Public Relations Tools
News
Special events
Written
materials
Audiovisual
materials
Corporate
identity
materials
Public service
activities
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Learning Objectives
• Define the five promotion mix tools for
communicating customer value.
• Discuss the changing communications
landscape and the need for integrated
marketing communications.
Copyright © 2015 Pearson Education Ltd.
12 – 28
Learning Objectives
• Describe and discuss the major decisions
involved in developing an advertising
program.
• Explain how companies use public relations
to communicate with their publics.
Copyright © 2015 Pearson Education Ltd.
12 – 29
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Copyright © 2015 Pearson Education, Inc.

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