...Marketing Research and Promotional Message PSY/322 September 30, 2013 Joanna Bauer Marketing Research and Promotional Message The 2010 Census reported that teenagers make up about 14% of the total United States population (ACT for Youth Center of Excellence, 2013). This 14% represents one of, if not the most multi-culturally diverse groups of consumers and is the ideal targeted audience for most companies in the United States today. There is no doubt about the buying power of teenagers, it is for this reason that companies must be very precise about who they are targeting for their products. In 2001, teenagers spent an average of $104 a week, which totaled around $172 billion dollars that year (National Consumers League, 2013). Introduction In the economy of today, teenagers are a sizeable and easily identifiable market segment, eager to buy, able to spend, and easily reached (Schiffman, Kanuk & Wisenblit, 2010, p. 55). Value is very important to teenagers and is apparent with the sudden rise of social networking in which connections with family, and friends are being maintained longer than ever. Teenagers make...
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...Marketing Research and Promotional Message Marketing Research and Promotional Message After conducting research on working moms, there were a lot of facts that were revealed about their consumer needs, perceptions, and attitudes within this group. The workforce is on the rise with mothers today. This is also becoming the trend globally. The market has to be ready to have the things that working mothers are using and doing on a daily basis. "Research suggests that women make the vast majority of household purchase decisions" (DeSimone, 2011). Companies have now become aware of the working moms in the workforce, and they are advertising many products towards them. In today's society, the consumer needs of working moms are much different than that of the average consumer in the workforce. Because a working mom is the driving force in any home, she is the one that the family depends on for many things. "That means meals as well. Stouffer realizes this and have created meals where parents can sit down and eat dinner with their children with the let's fix dinner meal plan" (Wong, 2010). As a working mom, there will be times that they will not be able to prepare meals and Stouffer's realize this and has created several meals to market that idea. "The company spent seventy-one million dollars in advertising its products" (Wong, 2010). Another need that working moms may have, and many do is the convenience to breastfeed or pump. If women are nursing their baby...
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...Marketing Research and Promotional Message Teenagers make up a growing market of consumers in today’s society. Their needs, wants, and demands are far more diverse than those of other generations due to the constantly changing popular culture of today’s society. Attitudes and perceptions of teenagers are primarily driven by the need for popularity, success, and acceptance. It is essential for marketers to keep this in mind when advertising to them. If advertisements are not appealing to the mindset of teenagers and do not strike a chord with one of these basic needs, teenagers are likely to spend not only their money, but influence their parents to spend their money on a different brand that is more likely to garner them praise and popularity. According to Schiffman and Kanuk (2010), “The teen segment of Generation Y directly spends over $150 billion annually; furthermore, this group’s members influence the purchases of their parents for a substantial amount of other goods and services.” Teenagers spend money through their parents on everything from popular clothes to electronic devices, such as cell phones, tablets, and MP3 players. Teenagers seem to be very intent on owning brand name clothing, phones, cars, and many other items. Many teens choose to make purchases based solely on the brand name on the tag, rather than basing them on any kind of research or product knowledge. They do not really care how much it costs, performs, quality of the product, or how...
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...Marketing to minorities can be a sensitive and touchy subject to advertisers. Historically, minority groups; Hispanics, African American, and Asians have been targeted to sell certain products. This targeting has received adverse responses from these ethic groups. For example, studies have shown that there are more liquor advertising around universities that are popular with Hispanics and Blacks. This paper will discuss research on minorities utilizing secondary sources, summarize and identify consumer needs, perceptions, and attitudes; and concluding with an explanation on how minority consumer needs, perceptions, and attitudes may be used to create marketing communication messages to include two examples. Statistics state that in 2010, the Hispanic market was noted for being larger minority representing 16% of the United States population with African Americans at a close second representing 13% of the United States population. Smart advertisers understand that these ethnic and racial markets are lucrative and strategic marketing is important. But there are many advertisers that put forth little effort to target these groups. Multicultural marketing may only change the spokesperson from being Caucasian or portray a sad story to depict a minority situation. The advertising world often overlooked minorities all together. In order for advertising messages to reach minority groups, the advertiser must structure messages to resonate to each group differently. American...
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...and big bills. This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important. Research was conducted by drawing on marketing text books, industry magazines and phone/email questionnaires with marketing professionals. The results of the research indicate that the promotional mix is imperative to a marketing campaign and is tailored to suit the marketing message. The report concludes that the promotional mix should definitely be a part of any marketing campaign. Introduction There are many ways businesses choose to promote themselves or their next product or service and the consensus seems to be promotion is all about television advertising, advertising agencies and big bills. But what is promotion? Promotion forms a vital part of the marketing mix. The marketing mix has four to seven elements that form part of its structure – product, price, promotion, place, people, processes and physical evidence; and can be defined as a framework describing the different elements that marketers need to consider (Elliot, Rundle-Thiele & Waller, 2010, pp18). This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important. Promotion is a vital part of the marketing mix as it allows people to be informed of products...
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...sense, promotion is one side of the communication process with customers. Market research, in which suppliers seek to elicit information on consumer requirements from consumers, is the complementary component of the communication process. The following summarises this very simply: Promotion → Producer Customer ← Market research In some forms of promotion and service delivery, communication in both directions can be achieved simultaneously, and since two-way communication is the only real form of communication, promotion which is associated with two-way communication is to be encouraged. Examples of such two-way promotion emerge largely from the contexts of services marketing and relationship marketing. In services marketing, for example, promotion can be part of the service delivery. Exchanges between the service agent and the customer can elicit information about customer requirements, and also permit the service agent to explain the organisation’s products and how these might meet the customer’s needs. Similar kinds of exchanges can occur in the relationship marketing interest in business-to-business marketing transactions where the sales person is a significant agent in the establishment of relationships between customer and the organisation. A more formularised approach, the use of loyalty and reward cards, in, say, supermarkets, offers another approach which embeds both promotional and market research activities. Mercer (1996), in emphasising that communication must be a two-way...
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...LO1.1 Marketing Communication also referred to as MarCom is an essential and intricate element of a company’s marketing effort. It can be best describes as all the coordinated promotional messages and media deployed by the company to communicate with the market. (Mars, 2013) The prime objective of Marketing Communication is to influence consumers’ buying behaviour. The most commonly known model of communication was developed by Wilbur Schramm (1961) which broke the process down into five well defined sequential stages or dimensions which are as follows: * “The sender has the need to communicate * The need is translated into a message (encoding) * The message is transmitted * The receiver gets the message (decoding) * The receiver interprets the message and provides feedback to the sender” (BPP Learning Media , 2013) Kotler (2008) would later go on to develop a sender-receiver model which he devised from Schramm’s (1954) communication process. This is displayed in the diagram bellow. In this case Blue Waters is the party sending the message to the other party thus they are the sender. The receiver is the party that this message is delivered to in this instance it is the consumers. It is essential that the sender clearly understands the purpose of the message before encoding it; this is the process where a meaning to the message is placed into symbolic form such as words, signs, sounds etc. The message is conveyed from sender to receiver through...
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...their products or services to be able to pull and encourage them to engage in purchase of their products. And as such, the promotional mix used by a company is really important for this task. The promotional mix in itself is very broad, consisting of various tools, like advertising, personal selling, direct marketing, public relation and sales promotion. To make the optimum use of these tools, marketers usually select them, depending on their budget and objectives, as well as the sector in which they operate (Kotler & Armstrong 1997). As such, research has been conducted on the use of promotional mix and research questions and objectives have been set. The methodology which will be used has been devised. We shall be doing a descriptive study through a survey questionnaire, in which there will be open as well as close ended questions and the questionnaire will be administered through personal interview that is direct, face-to-face. The sample size will be 100 persons and will all be customers of J Kalachand & Co Ltd. After the research, we will be able to know what place J Kalachand holds in the mind of customers as a seller of electrical appliances and other furniture. We shall also know, through the questionnaire what make customers buy at J Kalachand and discourage them not doing so. We will then be able to implement the promotional mix used by J Kalachand in a more effective way. 1.0 Chapter one: Problem and its context 1.1...
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...WHAT IS MARKETING? Marketing Focuses on Exchange One popular conception of marketing is that it primarily involves sales. Other perspectives view marketing as consisting primarily of advertising or retailing activities. For some of you market research, pricing, or product planning may have come to mind. While all these activities are part of marketing, it encompasses more than just these individual elements. The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Effective marketing requires that managers recognize the interdependence of such activities as sales and promotion and how they can be combined to develop a marketing program. The AMA definition recognizes that exchange is a central concept in marketing. For exchange to occur, there must be two or more parties with something of value to one another, a desire and ability to give up that something, to the other party, and a way to communicate with each other. Advertising and promotion play an important role in the exchange process by informing consumers of an organizalion's product or service and convincing them of its ability to satisfy their needs or wants. Not all marketing transactions involve the exchange of money for a tangible product or service. Nonprofit organizations such as charities religious groups, the...
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...1. ________ determines what the advertising message will say or communicate. A= Creative Strategy. 2. It’s used for how the message strategy will be executed? A= Creative Tactics. 3. Mention the 3 of the 5 steps of Young’s model of the creative process. A= Immersion, Digestion, Incubation, Illumination & Reality/Verification. 4. ________________ it’s process that involves conducting research and gathering all relevant information about a client’s product or service, brand, and consumer in the target audience. A= Account Planning. 5. Mention some techniques use in the verification and revision stage of the creative process. A= Focus groups, Message communication studies, Portfolio tests, and Evaluation measures. 6. What is a story board? A= A series of drawings use to present the visual plan of a commercial. 7. Specify the basic elements of the creative strategy: A= Copy platform. 8. A campaign theme should be? A= A strong idea that will be communicated in all the advertising and other promotional activities. 9. The concept of the unique selling proposition (USP) was developed by: A= Rosser Reeves. 10. What was the campaign theme for Nike? A= Just Do It. 11. Another approach to determining the major selling idea is finding? A= Internet drama. 12. What does positioning means? A= Establish the product or service in the consumer’s mind. 13. “I am what I am” pertains to what campaign? A= Reebok...
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...MKC1 Fundamentals of Marketing and Business Communication How does cultural diversity affect marketing? | By requiring tailored marketing strategies | What element should marketing managers consider when scanning the competitive environment? | Supply chain management | A group of producers of a particular product decided to all raise prices together and they were accused of overcharging consumers.Which federal law would have allowed the United States government to investigate this unfair method of competition? | Sherman Antitrust Act | Which strategy will be best for the marketer to advocate while faced with a deflationary economic environment? | Seek a long-term contract guaranteeing the sale price of its product. | A marketer believes its product has become obsolete for all markets. The marketer feels that a new technology may have created a substitute product and created new desires for their former consumers. What is their best marketing alternative? | Investigate the new technology for opportunities opening in a new industry | Marketers in a foreign country have been extremely successful in selling a particular product to a specific target market. They decided to enter the US market and continue their current sales and promotional tactics. What will likely be the outcome? | Targeting the same market in the U.S., they will find that the product does not fit existing cultural values and will not be purchased. | How will the group membership influence the individual's...
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...P1- Describe the promotional mix used by two selected organisations for a selected product or service. Businesses that are in a competitive market places, selling products at good prices is not enough for them to generate sales and profits. Businesses have to communicate the benefits of products to customers and in marketing this is known as promotional mix. Promotional mixes are different elements that make up an organisations marketing strategy. They need to have the right mix of promotional activity to suit their business at a particular time and this will depend upon the target audience, the message that is sent and the budget that is available. Below is a brief definition of each promotional mix. Advertising: This is a way of promoting goods and services by an identified sponsor and advertising is the method used by a wide variety of organisations to communicate a message to a selected audience, persuade people to buy a product or service or highlight specific features or qualities within the product or service. Sales promotion: Business usually spends a great deal of money on sales promotions that would attract customers such as the buy one get one free promotion. This promotion has been used by a number of businesses over the last few years however they are many other promotions businesses tend to use to suit that product or service. Public relation: is defined by the institute of public relations as the deliberate planned and sustained effort to establish...
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...Abstract The promotional mix has been used for many years to help explain the promotional activities undertaken by organizations. Promotion is considered to be one of the 4P’s on the marketing mix. The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives. In order to decide how too properly to utilize the mix is important to consider the relative strengths and weakness of each component of the mix. The objectives of the promotional mix must be realistic and reasonable. Each promotional element has a different communication capacity, is effective at different stages in the buying process and there is a different level of control over each one. The decision for choice of promotion mix will depend upon several factors such as, the target audience, objectives, complexity of the product, and monetary restraint. The advertising we have known in the past couple of decades has been about interruptions, and the advertising in the future need to be more about engagement (Hughes & Fill, 2007). It is not enough for a business to have good products sold at attractive prices in order to generate sales and profits, the benefits of products have to be communicated to customers. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor (Kotler & Keller 2009). It is the mass...
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...Chapter Fourteen Marketing Promotion: Delivering High-Impact Messages Review Questions 1. How has marketing promotion evolved over the past decade? How has technology contributed to the changes? 2. Why is integrated marketing communication such a challenge for marketers? How can marketers encourage teamwork and coordination? 3. Do you think a rational or an emotional premise works better for marketing promotion? Why? Does your answer change across product categories? Use examples to support your perspective. 4. Why are the key risks and the potential rewards of product placement in both movies and television? Do think this promotional tool will continue to grow? Why or why not? 5. What ethical issues have emerged as marketers explore new ways of grabbing consumer attention? Use examples to support your points. 6. Do you think that cable television advertising spending will eventually eclipse network television advertising spending? Why or why not? 7. Given that each type of media offers strengths and drawbacks, what factors should you consider in developing a media plan for a specific product? 8. What are the advantages and disadvantages of publicity? Is it ethical for marketers to try to influence the media? Explain your answer...
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...INFLUENCE OF PROMOTIONAL MIX ON ORGANISATION SALE TURNOVER IN THE FACE OF STRONG COMPETITORS Department of Business Administration, Faculty of Management sciences University of Ado Ekiti, P.M.B 5363, Ekiti State Nigeria. Email: yommysun@yahoo.com Adebisi Sunday A., Babatunde Bayode O. 343 Adebisi Sunday. A (Ph.D) Department of Business Administration, College of Management and Social Sciences, Osun State University, P.M.B 2008, Okuku, Osun State, Nigeria Email: bayoogoga@yahoo.com Babatunde Bayode .O Abstract This paper aim at study strategic influence of promotional mix on organisation sale turnover in manufacturing organisation. The research data were gathered through the use of secondary data and primary data, secondary data included 6years annual report comprising the sales turnover (2005-2009) and questionnaire which is an instrument of primary data collection. The questionnaires were administered to the workers of 7up Company and some customers in Solebo Estate in Lagos. The researcher adopted the simple percentage and regression model for the analysis of the collected data.. The result of the findings revealed that strategic promotional mix influences the sale turnover with little 25% while other variable not included in the variable tested takes the larger 75% that will rapidly lead to organisation growth. Since promotional mix constitute few % of variable that can push an organisation to the highest level, therefore other factors of marketing mix such...
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