The trading blend: Promotion StrategieS

The Marketing Mix: Promotion Strategies

The Marketing Mix: Promotion Strategies

"The exhaustively hyped series finale of "Friends" drew 52.25 million viewers for its extended 66 minute running time." A 30-second commercial spot garnered the cool $2 million, costing advertising heavyweights such as Allstate, Anheuser-Busch, Chevrolet, General Electric, Hewlett-Packard, as well as Walt Disney and Universal Studios the mere four cents the head. For purpose of this assignment I will characterize mass media's and telemarketing's role as part of promotional mix, which pays for them, and how they are perceived by consumers with regards to their objectivity. I will also explain how traditional Word-of-Mouth works and round up assignment discussing "buzz" advertising. First, let's discuss television mass media's role in promotional mix. (Wellington 2004)

Identify factors that influence the promotional blend of a product/service

Mass media's (television, radio, magazines, etc) role in promotional mix is advertising. In particular, television commercial advertising is the paid form of non-personal communication. Companies use financial advertising because it is an effective means of mass-marketing as demonstrated by "Friends" sequence finale. The objectives to advertising include: informing consumers of the new product, persuading consumer to remain with or switch to the particular product, or remind consumers of value of the product or where to locate it. The target of mass-marketing is to reach out to as numerous consumers in one go wrong swoop to conceive emblem awareness, emblem interest, emblem equity, to obtain comparable benefit, and to boost market share. The advertiser's ultimate goal is to accomplish company's marketing objectives. (Promotion - Push and Pull Strategies 2004)

In regards to advertising, companies use the pull selling strategy, to "build up consumer demand." A typical commercial is comprised of source ( company/distributor/retailer) whose product or service is featured) that encodes message using symbols such as words, illustrations, or images; message ( combination of symbols) transmitted to receiver (consumers) who then decodes message (hopefully interpreting message in same way it was encoded); and feedback (through purchase, attitude change about product/service, or non-purchase). Finally, noise, plays the role in advertising. With present expertise such as TiVO, consumers can select to skip past commercial segments.

The advertising company, its' distributor, or its' retailer pays network for commercial air time. If more than one of these pays for commercial air time it is called cooperative advertising. Using vehicles as an example, either manufacturer pays for commercial or car dealership does. However, ...