Welcome!
Advertising, Promotion and Communications
Dr. Satyendra Singh
Professor, Marketing & International Business
University of Winnipeg, CANADA
sites.google.com/view/drsatsingh
Integrated Marketing Communications
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Types of Advertisements
Product Advertisements
Pioneering (or informational)
Competitive (or persuasive)
Reminder
Advocacy
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Source: https://www.facebook.com/CasaChiri/photos/a.461525656583/10158991553886584/?type=3&source=57
Source: https://www.thearcticinstitute.org/coca-cola-world-wildlife-fund-arctic-home
Advertising Terms
Reach
# people or households exposed to an ad
Rating
% of households in a market where the TV/radio… is on
Frequency
# of times a person is exposed to the ad
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Which kind of ad is this?
pioneering
competitive
reminder
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Developing a Promotional Mix
Product Characteristics
Complexity—if technical, more understanding is needed to use it.
Risk—possibility of negative outcomes associated with the purchase of a product (financial, social, psychological, physical, monetary…)
Ancillary services— degree of service or support required after the sale
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PROMOTIONAL ELEMENTS/TOOLS | MASS OR CUSTOMIZED | PAYMENT | STRENGHTS | WEAKNESSES |
Advertising | Mass | Paid for space or time | ↑ reach, efficient | ↑ costs, no feedack |
Personal selling | Customized | Salary or commissions | persuasive, quick feedback | ↑ expensive per exposure |
Public relations | Mass | No payment to media? | ↑ credibility | ↓ media cooperation |
Sales promotion | Mass | Paid for promotion | Short-term changing behavior | ↑ abused, copied |
Direct Marketing | Customized | Paid for mail, tele… | ↑ relationship with customer | ↓ customer response |
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Promotional tools used over the product life cycle
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Consumer Oriented Sales Promotion
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KIND OF SALES PROMOTIONS | OBJECTIVES | ADVANTAGES | DISADVANTAGES |
Coupons | ↑ demand | ↑ retailer support | delay purchases |
Deals | ↑ competitor’s reactions | ↓ consumer risk | delay purchases, ↓perceived product value |
Premiums | Build goodwill | Consumers like free merchandise | Consumers buy for premium, not product |
Contests | ↑ consumer purchases | ↑ consumer involvement | Require creative or analytical thinking |
Sweepstakes | ↑ buy, ↓ brand switching | Get customer to try product | ↓ sales after sweepstakes |
Samples | ↑ new product trial | ↓ consumer risk | expensive |
Loyalty programs | ↑ repeat purchases | Help create loyalty | expensive |
Point-of-purchase displays | ↑ product trial | Provide good product visibility | ↓ retailer to allocate high traffic space |
Rebates | ↑ purchases, stop sales decline | Effective at stimulating demand | Easily copied, ↓perceived product value |
Product placements | ↑ new products display | Positive message | Little control over presentation of product |
Public Relations Tools
News Release
News Conference
Public Service Announcements (PSAs)
Sponsorship Marketing
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The Communication Process
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Bespoke versus made-to-measure
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https://www.romaniajournal.ro/business/metro-aims-at-tripling-ladoipasi-stores-in-the-next-3-5-years
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Questions?�s.singh@uwinnipeg.ca