8. MKTG - Lesson 9 - Promotion, Advertising and Brand Awareness.pptx

marketing

1. Promotion, Advertising, and Brand Awareness Principles of Marketing Lesson 9

2. Let’s Play a Game: “Stand Up Sit Down”

3. Let’s Play a Game: Stand Up, Sit Down” For the following scenarios, STAND UP if you agree with the chosen decision, and SIT DOWN if you disagree with the choice made.

4. Let’s Play a Game: Stand Up, Sit Down”

5. Let’s Play a Game: Stand Up, Sit Down”

6. Let’s Play a Game: Stand Up, Sit Down”

7. Let’s Play a Game: Stand Up, Sit Down”

8. Let’s Play a Game: Stand Up, Sit Down”

9. Let’s Play a Game: Stand Up, Sit Down”

10. Let’s Play a Game: Stand Up, Sit Down”

11. Let’s Play a Game: Stand Up, Sit Down”

12. Let’s Play a Game: Stand Up, Sit Down”

13. Let’s Play a Game: Stand Up, Sit Down”

14. Let’s Process:

15. Before we start our new topic, let’s explore these mystery words…

16. Let’s Explore: Guess the Mystery Words P O O T O N

17. Let’s Explore: Guess the Mystery Words P R O M O T I O N

18. Let’s Explore: Guess the Mystery Words T R G T M R E T

19. Let’s Explore: Guess the Mystery Words T A R G E T M A R K E T

20. Let’s Explore: Guess the Mystery Words A V E T S M N T

21. Let’s Explore: Guess the Mystery Words A D V E R T I S E M E N T

22. Great Work!!!

23. Learning Objectives At the end of the session, the learners will:

24. Promotion and the Different Promotional Tools Marketing is often equated with advertising. But as you hopefully know by now, advertising and promotions in general are just part of the marketing mix.

25. Promotion and the Different Promotional Tools In fact, promotion is the “fourth P” of marketing mix, and covers matters such as advertising, sales promotions, personal selling, public relations strategies. In short, these are the most direct communication elements available to a marketer.

26. Promotion and the Different Promotional Tools Advertising and promotions constitute the overt forms of communication for a product that involve the use of various media to deliver messages to the market to achieve business objectives.

27. Promotion and the Different Promotional Tools Because different kinds of media may be employed to push a message to consumers, the portfolio of media is referred to as the promotions mix .

28. Promotion and the Different Promotional Tools Traditionally, the promotions mix was composed of advertising, sales promotions, public relations, and personal selling . Today, however, the promotions mix, has been updated to reflect new realities in the communications environment.

29. Promotion and the Different Promotional Tools Today’s promotions mix consists of above-the-line communications, which refer to the traditional mass media vehicles of print, radio and television, and below-the-line communications, which refer to more targeted, smaller scale executions including the use of social media .

30. Promotion and the Different Promotional Tools Increasingly, many campaigns now combine the two in what is called through-the-line communications , often involving the use of mass media to encourage consumers to visit below-the-line channels.

31. Promotion and the Different Promotional Tools The purpose of promotions is to elicit a change in behavior . Of course, getting people to buy your product, when previously they did not, constitutes a change in behavior.

32. Promotion and the Different Promotional Tools But the behavioral objective need not be this abrupt. Often, consumers first need to be primed to allow them to collect positive feelings toward the product, before finally getting them to purchase it.

33. Promotion, Advertising, and Brand Awareness

34. The Marketing Communications Model

35. The Marketing Communications Model The Marketing Communication Model on the previous slide illustrates how marketing companies communicate product information and other advertising messages to their customers. In the context of advertising, the advertiser is the party that intends to send a commercial message to the consumer.

36. The Marketing Communications Model For the initial step, the advertiser first encodes his/her message . He does this by incorporating signs, images, language, words, colors, sounds, personalities, and characters that best capture the message that he/she intends to communicate to the customer.

37. The Marketing Communications Model Before this, the advertiser must identify his/her target market . Different consumer geographic, demographic, and psychological profiles require different messages.

38. The Marketing Communications Model For example, message intended for the elderly need to be restrained as compared to a message intended for teenagers.

39. The Marketing Communications Model Messages for the younger market can be colorful, loud, and exciting. The advertiser decides on the medium to be used to transmit the message

40. The Marketing Communications Model Radio, for example, is unable to present visuals, making its advertising copy (i.e., advertising textual content and voiceover) more critical and important. Television, on the other hand, is effective with visuals.

41. The Marketing Communications Model The advertising message is sent to the intended customer through a selected medium (e.g., television or newspaper).

42. The Marketing Communications Model The advertiser expects that the customer:

43. The Marketing Communications Model However, barriers in message transmission may prevent the customer from receiving or understanding the intention of the message.

44. The Marketing Communications Model For example, in television advertisements, the video signal and sound reception may be poor, or there is background noise while the advertisement is being aired.

45. Two Types of Promotions

46. Two Types of Promotions

47. Two Types of Promotions Examples of trade promotions are 10+1 (if a retailer orders ten cases of a product, the manufacturer delivers 11 cases but does not charge for the extra case), giving retailers free store signages to carry a specific product brand, and contests among participating retailers. Trade promotions “ push ” products to the retailers or trade outlet.

48. Two Types of Promotions

49. Advertising

50. Advertising The most common objectives of advertising are:

51. Brand Awareness

52. Achieving a high level of brand awareness provides the brand the following advantages:

53. Brand Awareness Copp (2024) defined brand awareness as a marketing term for the degree to which consumers recognize a product by its name.

54. Brand Awareness Ideally, consumers' awareness of the brand not only means recognition but also includes positive perceptions of the product versus the competition .

55. Brand Awareness Studies have found that consumers naturally pay more attention to products with higher brand awareness, influencing how well they recognize and remember these brands.

56. Brand Awareness Entrepreneurs can build brand awareness by creating thought leadership content, volunteering, and building a strong network (Copp, 2024).

57. Any Question?