wk 10 - Promotion
Promotion: An Introduction
Assignment and Peer Review
Assignment Details
Due Date: Wednesday, June 4th, by midnight.
Submission: One person per group to upload all necessary documents.
Ensure that the submission includes all components as specified in the assignment guidelines.
Include: Team minutes in appendices or as a separate document (Appendix A).
These minutes should accurately reflect team meetings, discussions, and decisions made throughout the project.
Word Count: 3000 words, excluding references; appendices not allowed in the main body.
Focus on concise and impactful writing to adhere to the word limit while comprehensively covering the required topics.
Questions: Schedule a private appointment for last-minute inquiries.
To ensure timely assistance, students are encouraged to book appointments well in advance of the submission deadline.
Peer Review
Individual Contribution: Signified by peer review; invitations sent post-submission.
The peer review process is designed to evaluate each team member's contribution to the project.
Self-Scoring: Capped at 100%; deviations require justification in team minutes.
Any self-assessment scores exceeding 100% must be thoroughly justified with evidence in the team minutes.
Impact on Marks: Submission of team minutes and peer review influences the final mark; crucial for grade differentiation (e.g., A vs. A+).
The quality and completeness of both the team minutes and peer reviews significantly impact the final grade.
Individual Marks: Based on contribution level (0%, 50%, or 100%).
Individual marks will reflect the assessed level of contribution, as determined by peer evaluations and team minutes.
Introduction to Promotion
Traditional vs. Online Promotion
Focus: Traditional promotion with links to online strategies.
While emphasizing traditional methods, the discussion includes how these can be integrated with online strategies for a comprehensive approach.
Digital Marketing: Detailed review in week 11.
A dedicated session will cover digital marketing techniques and their application in promotional campaigns.
Promotion Definition: Communication, demonstration, and reminders to the target audience via various mediums (texts, direct mail, TV ads).
Promotion involves a range of activities aimed at informing, persuading, and reminding consumers about products or services.
Traditional Promotion Mix
Elements: Advertising, public relations, sales promotion, personal selling, and direct marketing.
These elements represent the core components of a traditional promotion strategy, each serving a distinct purpose.
Target Audience: Marketing communications aimed at end buyers and channel members.
Promotional efforts are directed towards both end consumers and intermediaries involved in the distribution process.
Personal Selling Importance: Vital for distribution partners (supermarkets, petrol stations); factor into promotion mix for collaborators.
Personal selling plays a crucial role in securing buy-in and support from distribution partners.
Promotion as Part of Marketing Mix
Context: Promotion mix within the broader marketing mix.
The promotion mix is one component of the overall marketing mix, which includes product, price, place, and promotion.
Media Plan: Development involves detailing frequency rates, content redeployment, and channel selection (e.g., TikTok).
A well-defined media plan outlines how promotional messages will be delivered to the target audience across various channels.
Target Market: Essential starting point; examples include young farmers, urbanites, women, or older people.
Identifying the target market is the foundation of any successful promotional campaign.
Communication as a Process
Types of Communication
Interpersonal Communication: Direct communication, enhanced by the Internet.
Interpersonal communication involves direct interaction between individuals, often facilitated by digital channels.
Mass Communication: Broad audience communication via billboards, online media, print, streaming, or broadcast media.
Mass communication reaches a large audience through various media platforms.
Blurring Lines: Online targeted ads merge elements of interpersonal and mass communication.
Online advertising combines mass communication techniques with personalized targeting, blurring the lines between interpersonal and mass communication.
Differential Advantage
Key: Identify and communicate a differential advantage to the target market.
Highlighting a unique benefit or feature that sets a product or brand apart from competitors is crucial for effective promotion.
Snack Food Brand: Can be a new brand with a novel product type; start-up status required but not necessarily wildly new.
Communication Process Model
Encoding and Decoding: Messages encoded by senders, decoded by receivers through a channel.
The communication process involves encoding a message, transmitting it through a channel, and decoding it by the receiver.
Positioning: Message positions the product or brand; channel choice also contributes to positioning (TikTok, Instagram).
The message and the channel used to deliver it both contribute to the positioning of the product or brand in the minds of consumers.
Noise: Potential channel interference hindering message decoding.
Noise refers to any interference that disrupts the communication process and impedes accurate message decoding.
Feedback: Obtained via sales data, complaints, praise, likes, shares, and engagement.
Feedback provides valuable insights into how the message is being received and interpreted by the audience.
Promotion Mix Tools
Elements: Direct marketing, personal selling, advertising, sales promotion, public relations, and social media.
These tools offer different ways to reach and engage the target audience.
Advertising Limitations: Limited feedback and control.
Advertising provides limited opportunities for direct feedback and control over how the message is received.
Personal Selling: One-to-one interaction but not suitable for all contexts.
Personal selling allows for personalized interaction but may not be feasible for reaching large audiences.
Advertising
Definition
Brand-Initiated Communication: According to Dahlin and Rosengren, advertising is brand-initiated communication.
Advertising is a form of communication initiated by a brand to promote its products or services.
Paid Non-Personal Communication: Carolyn Hartley defines it as any paid form of non-personal communication about an organization.
Advertising involves paid, non-personal communication about an organization, its products, or services.
Media Channels: Include print, broadcast, outdoor, and digital advertising, each with different effects.
Different media channels have varying impacts on audience reach, engagement, and perception.
Channel as Positioning: Channel acts as a positioning tool.
New Zealand Advertising Spending Trends
Spending Increase: Advertising spending is on the rise in New Zealand.
The advertising industry in New Zealand is experiencing growth, with increased investment across various sectors.
Tactical Justification: Supports the use of tactics like billboards.
Product vs. Institutional Advertising
Product Advertising: Focuses on promoting benefits and introducing new products.
Product advertising highlights the features and advantages of specific products or services.
Institutional Advertising: Aims to build goodwill and promote the company image.
Institutional advertising focuses on enhancing the reputation and image of the organization.
Examples: PNG sponsoring the Olympics vs. Unilever focusing on environmental initiatives.
Media Decisions
Considerations: Weigh the advantages and disadvantages of different mediums.
Evaluate the pros and cons of each medium to determine the most effective channels for reaching the target audience.
Start-Up Advice: Start-ups should opt for financially feasible channels.
New businesses should prioritize cost-effective advertising channels.
Internet: Generally a good choice.
Radio: Less effective visually.
Events: Offer opportunities for product sampling.
Factors Influencing Decisions
Key Factors: Optimal mix: