...Chapter 15 Summary Yuzhe Jiang Chapter 15 talks about the role of promotion in the marketing mix, the elements of the promotional mix, the communication process. The communication process has several steps, the goals and tasks of promotion, the AIDA concept and its relationship to the promotional mix, the factors that affect the promotional mix and the concept of integrated marketing communications. First, the role of promotion in the marketing mix. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional strategy is the plan for using the elements of promotion-advertising, public relations, sales promotion, and personal selling-to meet the firm's overall objectives and marketing goals. Based on these objectives, the elements of the promotional strategy become a coordinated promotion plan. The promotion plan then becomes an integral part of the total marketing strategy for reaching the target market along with product, distribution, and price. Second, the elements of the promotional mix. The elements of the promotional mix include advertising, public relations, sales promotion, and personal selling. Advertising is a form of impersonal, one-way mass communication paid for by the source. Public relations is the function of promotion concerned with a firm's public image. Firms can't buy good publicity, but they can take steps to create a positive company image...
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...and analysis of each of the two sectors under consideration. The manager can be said to be going global in this case moving from a Fast Moving Consumer Goods (FMCGs) market whose scope is purely domestic to a more complex market dimension- The business to business market. (B2B). Fast moving consumer goods (FMCGs) are those products with a short shelf life as a result of the high frequency with which they are sold and also because some of them are easily perishable. One major characteristic of FMCGs is that they sell fast at a relatively low cost. Examples of these products include perishable foods such as meats, fruits, vegetables and baked foods; Fast selling goods such as soft drinks, alcohol, processed and prepackaged foods as well as toiletries etc. These goods are bought frequently due to their essential nature in the daily life of consumers. (Erdoğan and Taymaz ,2005). Of interest to a marketer is a clear understanding of the characteristics of this type of goods and the FMCGs market in general. FMCGs market involves a high volume of goods per day for example. This is due to the fast moving nature as well as the essential of the goods. Some of them are have to be bought by consumers on a daily basis. As a result, the companies dealing with these goods have an extensive distribution network in order to reach as many consumers as possible. The stock turnover is also high. Profit margins are relatively small due to the nature of the goods dealt with in this type of business...
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...SCIENCES ISSN: 2320 – 8236 ISSUE:1, VOLUME:1 JAN.-MARCH 2013 WWW.IRCJOURNALS.ORG AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps Ms. Priyanka Rawal Assistant Professor SIRTS Sagar Group of Institutions Bhopal (M.P.) ABSTRACT: An advertisement would be effective only if the media audience accepts that message and is motivated to take the requisite action. The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; which will then interest him, so that he will continue to read it; then to persuade him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement. Television is still the most effective form of mass media vehicle and can be persuasive, provided marketers find a way to convince viewers to pay attention to them. In the era of interactive communications one might assume that the old one-way broadcast channels must be declining in effectiveness. Not only are campaigns that use TV advertising more effective, but TV is actually becoming more effective over time. Several models have been developed which have specifically identified the sequence of events, which must take place between receipt of the message and desired action. AIDA is an acronym that is used by marketers and advertisers to develop a marketing communication...
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...Admap Magazine October 2004, Issue 454 |[pic] www.warc.com | |[pic] Consumer Decision-Making Wendy Gordon Acacia Avenue How people make decisions about which brands and products to buy still seems to be one of the great undiscovered secrets in our world of advertising, marketing and research. Despite electronic libraries full to the brim with information from focus groups, usage and attitude studies, tracking, observation and ethnographic studies, our understanding of how people make decisions remains elusive. In fact we appear to be less and less certain about how people really make decisions and even less confident about how we can influence the process. In some ways, understanding consumer decision-making is far simpler than is generally believed. However, being able to influence what people will do in terms of buying, thinking and behaving in a given context, is infinitely more complex. It is only possible to influence an outcome when our feet are firmly grounded in reality and not in the fantasy that human beings are rational creatures in total control of their decision making capabilities. What we need to do is to shift our thinking from describing human 'doing' to becoming more aware of what it means to be a human 'being'. The last five years have seen significant advances in understanding how human beings 'work' due to developments in many new and old sciences brain scanning, cognitive experiments, genetic studies, foetal learning and patterning behaviour...
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.....................................................Page No. Executive Summary................................................................................3 Boston Consulting Group; Chapter 2......................................................4 SWOT-Opportunities and Threats; Chapter 2........................................5 SWOT-Strengths and Weaknesses; Chapter 2........................................6 Product-Market Combination; Chapter 2................................................7 Five Stages of Consumer Decision Making; Chapter 4 Evaluation of Alternatives.............................................................8 Five Stages of Consumer Decision Making; Chapter 4 Purchase Choice Decision..........................................................9 Demographics Segmentation; Chapter 6...............................................10 Perceptual Map; Chapter 6....................................................................11 AIDA Model; Chapter 12.......................................................................12 Promotion Strategy/Themes/Appeal; Chapter 12 and 13.........................13 Recommendations.................................................................................14 Appendix A......................................................................................15-17 Appendix B...........................................................................................18 Executive Summary As the semester is coming...
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...Name: Malik Sikandar Sohail. Group: HND (Business 2). Unit title: Advertising and Promotion. Assessor: Usman Zahid. Assignment title: Promotional Plan. 1. Project Title: “Samsung as android in the mobile market”. 2. Executive Summary: Samsung has made them noticeable as one of the most innovative and quality brands in the electronics industry and especially in the mobile market. Samsung strives to be sustainable and achieve competitive advantage by remaining at the forefront of the digital market. Samsung policy is "We will devote out human resources and technologies to create superior products and services thereby contributing to a better global society”. In today’s digital era, speed is the essential competitive as new technologies constantly introduced to the mobile market. Thus, Samsung spend lots of effort in expanding their R&D center and testing their new devices to make them issue free. Samsung Mobile has become one of the world's leading android mobile phone producers. Since Samsung Mobile bought android technology in the mobile market, they have developed and come up with better technology and hardware in their mobile phones that have made them the android mobile market leader. Samsung has introduced many android phones with low price and high technology. Although Samsung Mobile has been very successful, they have a few issues that need to be looked at in order for them to stay up to date and...
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..................... 3 2.0. Literature review .................................................................................................................. 3 3.0. Application of Promotional strategies in Nutraceutical Dr. Nutrition Centre, UAE ........... 7 4.0. Conclusion ......................................................................................................................... 10 5.0. References .......................................................................................................................... 12 2 1.0. Introduction In today’s society, consumers are bombarded with a massive number of promotional messages delivered to them through different mediums and from different organizations. Whether at home watching TV, listening to Radio, walking in the mall or driving through the city, consumers get exposed to those messages which they process through different channels, and eventually create behavioral responses. However, due to the competitiveness in the market, many businesses face difficulties in delivering their messages to their target audience. A problem with promotional messages is that they can easily fall into the trap of becoming simply noise. They crowd the market place, make things confusing to the customer, which creates a marketing problem and defies the whole purpose of the marketing message. This paper focuses on the effective...
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...major marketing tactics both the companies are using to sell these drinks and which one of these products are most popular among the society. The target market for this project will be the home city, Lahore. This research contains different frameworks and theories which will help in identifying the current situation of Minute-maid and Rani in the market and will highlight various strengths and weaknesses regarding their processes and strategies that are being implemented. This dissertation discusses the market trends for Soft Drinks and highlights the reasons for the failure of Rani while suggesting the ways of its effective repositioning in the market by taking in account the 4 P's of marketing in accordance with the concept of AIDA. Introduction Minute Maid is a product line of beverages, usually associated with lemonade or orange juice, but now extends to soft drinks of many kinds, including Hi-C. Minute Maid was the first company to market orange juice concentrate, allowing it to be distributed throughout the United States and served year-round. The Minute Maid Company is now owned by The Coca-Cola Company, and is the world's largest marketer of fruit juices and drinks. Minute Maid entered Pakistani market in 2008. Here they have used the same advertising concept as they have used in India i.e "where is the pulp?" This is a brilliant move as both countries market are similar to each other. However, the entry of Minute Maid is seen by many as late as a lot...
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...authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact lvey Publishing, lvey Management SeNices, clo Richard lvey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2007, lvey Management Services Version: (A) 2007-08-08 In order to design and implement effective marketing communications, managers must develop a solid understanding of consumer behavior in general, and consumers' interpretation of and response to advertising in particular. Consequently, this note presents a useful perspective on understanding how advertising works from a consumer point of view. The note takes the perspective of the elaborationlikelihood model (ELM) developed by Petty and Cacioppo. 1 Understanding how advertising works is important for students, academics and managers alike. Many marketing and consumer behavior researchers devote substantial research to the study of advertising. Advertising is a huge industry: in the United States alone, $271 billion was invested in (all media) advertising in 2005 2 Therefore, anyone involved in the study or practice of business will benefit from a thorough...
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...from producer to consumer or final user. | Answers: | is any series of firms or individuals who participate in the flow of goods and services from producer to consumer or final user. | | is only needed when products must be stored. | | must include one or more intermediaries. | | is only needed when products are sold indirectly. | | None of these alternatives is a good answer. | | * Question 2 0 out of 5 points | | | Intermediaries in indirect channels of distribution: | | | | | Selected Answer: | None of these alternatives is correct. | Answers: | Often perform functions Marketing Quizthat producers cannot perform efficiently by themselves. | | Do not provide additional convenience to consumers. | | Increase the need for producers to make large investments in distribution facilities and personnel. | | Make it necessary for producers to carry more inventories. | | None of these alternatives is correct. | | | | | * Question 3 5 out of 5 points | | | "Discrepancies of quantity" means: | | | | | Selected Answer: | the difference between the quantity of products it is economical for an individual producer to make and the quantity normally wanted by individual consumers or users. | Answers: | there are more producers than consumers. | | there are more consumers than producers. | | the difference between the product lines the typical producer makes and the assortment wanted by consumers or final users...
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...Simpson Spokesperson Decision March 27, 2016 1. Discuss the consumer decision making process for a product such as canned/packaged tuna and the response hierarchy model this is most likely to be applicable in the purchase of this product. Due to the modification away from media advertising, the decision making process has changed significantly. When media advertising was substantial with COSI and StarKist, consumers had become familiar to seeing the ads and their individual icons. Consumers were very loyal to a specific brand and the loyalty grew out of the familiar icons. Now that the focus has changed to mainly print ads, promotions-in-store, and coupons, there is more to keep the consumer decision making process busy. A product such as canned tuna is not a necessity, and therefore can easily be replaced by another product. There is more competitiveness now that a consumer could just pick a brand because it is the cheapest at a particular store or because they found a coupon in an advertisement. Brand loyalty is no longer being pushed into consumers’ minds through commercial spots. Now, companies are pushing more promotions and discounts to increase sales, but the end result is that for some consumers, each trip to the store could result in a different brand being purchased. Also, consumers are now being reached at home through direct mail advertising such as newspaper ads. A decision could be made before a trip to the store. I believe that consumers would have followed...
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...Strategic Marketing Management and customer portfolio analysis Contents Introduction 2 Importance of customer portfolio analysis 2 Value based model 3 Blue ocean strategy 6 Integrated Marketing Communications 7 Tools of IMC 8 Benefits 8 AIDA Model 9 Different strategies 11 Conclusion 13 References 14 Introduction This report is a case study of a consulting Firm Evernet based in Singapore. Evernet provides high quality consulting services in the market. Evernet basically provides Managed IT services, IT consulting, Cloud Services and data protection services.Marketing is an administration process whereby the assets of the entire association are used to fulfill the needs of chose client assembles with a specific end goal to accomplish the targets of both sides. Showcasing, then is the above all else a demeanor of brain instead of a progression of capacity. Customer being the vital part of a business, organizations gives them a lot of importance. Business organizations studies the customer’s habits, preferences, taste, choice etc, to deliver them full satisfaction (Grönroos, 1989). Importance of customer portfolio analysis Evernet respects the value of customer portfolio analysis and manages the customer portfolio of the organization in an effective way. Evernet believes that the real growth of the organization depends on its customers. The customer value idea will be impacted by the organizational execution and decides the structure of competitive...
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...Introduction Zanzibar is an archipelago with two major islands of Unguja and Pemba. Panga Chumvi Beach Resort is situated next to the village of Matemwe, on the north eastern coast of Zanzibar. ‘Chumvi’ means salt in Kiswahili, and ‘Panga’ is a shortening of ‘pahala’ the place. So the literal meaning of the resort Panga Chumvi is the place of salt. Over the last 20 years Panga Chumvi has developed organically, working closely with the village of Matemwe, and they have been involved in supporting a number of enterprises including a collective village taxi service, a fishing boat and a chicken farming project. They have now decided to share their beautiful beach-side spot with travellers from around the world looking for a place of peace and relaxation. (Panga Chumvi,2008). The resort plot is right on the beautiful, the longest unbroken stretch of white sand beach in Zanzibar, opposite the pristine coral reef of Mnemba Island. The core product that Panga Chumvi business sells is holiday accommodation on Matemwe beautiful beach. It is a new venture, that started in August 2011 with only 4rooms on the market and developed to current twelve-rooms available in traditionally designed houses, constructed with coconut palm roof and hand-crafted coconut wood furniture throughout. Most of the rooms have sea views; the others have a view of the luxuriant tropical garden. In addition to the beach, the extensive garden has many shady or sunny lounging areas for relaxing or sunbathing. The...
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...Walt Disney Company Aida Cruz Yashira Negron Luis Rivera Kevin Urriola Ana G. Mendez University System MANA - 210 Walt Disney Company Disney mission: The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. The Walt Disney Company together with its subsidiaries and affiliates is a leading diversified international family entertainment and media enterprise with the following business segments: Media Networks, Parks and Resorts, Studio entertainment, Consumer products and Interactive media. In the process of innovation and entrepreneurship becomes increasingly relevant techniques and tools used to generate new ideas, and develop proposals quickly and effectively. In this sense creativity techniques to foster entrepreneurship and innovation are of great interest. Executives and leaders of the business units are committed to incorporate citizens in decisions and daily actions of employees. Walt Disney Company includes executives representing each of our units business and corporate essential functions, such as brand management, policies public and human resources. Strategic planning 1. Defining corporate visions: Disney vision create happiness by providing the finest entertainment...
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...1. The different between push and pull supply chain. Answers: 1. A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools. Pull A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed...
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