Gestin de Marketing

Promocin
Marzo 2013
Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
AUSPICIADOR
Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
Gestin de Marketing
Objectives Setting
Budget Decisions
Message Decisions Media Decisions
Campaign Evaluation
DECISIONES EN PUBLICIDAD
Gestin de Marketing
Informative Advertising
Build Primary Demand
Informative Advertising
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Persuasive Advertising
Build Selective Demand
Comparison Advertising
Compares One Brand to
Another
Comparison Advertising
Compares One Brand to
Another
Reminder Advertising
Keeps Consumers Thinking
About a Product.
Reminder Advertising
Keeps Consumers Thinking
About a Product.
Specific Communication Task
Goals with a Specific Target Audience
During a Specific Period of Time
OBJETIVOS DE PUBLICIDAD
Gestin de Marketing
LAS 5 M DE LA PUBLICIDAD
Mission
Sales
goals
Adver-
tising
objectives
Money
Factors to
consider:
Stage in PLC
Market share
and con-
sumer base
Competition
and clutter
Advertising
frequency
Product
substituta-
bility
Message
Message generation
Message evaluation
and selection
Message execution
Social-responsibility
review
Media
Reach, frequency,
impact
Major media types
Specific media
vehicles
Media timing
Geographical
media allocation
Measure-
ment
Communi-
cation
impact
Sales
impact
Gestin de Marketing
Month
Number of
messages
per month
Concen-
trated
(1) (2) (3)
Level Rising Falling Alternating
(4)
Continuous
(8) (7) (6) (5)
(9)
Inter-
mittent
(10) (11) (12) (9)
PATRONES DE LA PUBLICIDAD
Gestin de Marketing
V ! D PRINCIPALES MEDIOS PUBLICITARIOS
Gestin de Marketing
V ! D PRINCIPALES MEDIOS PUBLICITARIOS
Gestin de Marketing
PRINCIPALES TIPOS DE PUBLICIDAD
Gestin de Marketing
PRINCIPALES TIPOS DE PUBLICIDAD
Gestin de Marketing
PRINCIPALES EN"O#UES PUBLICITARIOS
Gestin de Marketing
10 ESTILOS DE EJECUCIN PUBLICITARIO
Gestin de Marketing
10 ESTILOS DE EJECUCIN PUBLICITARIO
Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
Gestin de Marketing
Special
Events
Special
Events
Written
Materials
Written
Materials
Corporate
Identity
Materials
Corporate
Identity
Materials
Speeches Speeches
News News
Audiovisual
Materials
Audiovisual
Materials
Public
Service
Activities
Public
Service
Activities
Web Site Web Site
PRINCIPALES $ERRAMIENTAS RELACIONES PUBLICAS
Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
Gestin de Marketing
Consumer-Promotion
Objectives
Consumer-Promotion
Tools
Point-of-Purchase
Displays
Premiums
Price Packs
Cash Refunds
Coupons
Samples
Patronage
Rewards
Patronage
Rewards
Games
Sweepstakes
Contests
Entice Consumers to
Try a New Product
Entice Consumers to
Try a New Product
Lure Customers Away
From Competitors Products
Lure Customers Away
From Competitors Products
Get Consumers to Load Up
on a Mature Product
Get Consumers to Load Up
on a Mature Product
Hold & Reward Loyal
Customers
Hold & Reward Loyal
Customers
Consumer Relationship
Building
Consumer Relationship
Building
OBJETIVOS ! $ERRAMIENTAS PROMO% DE VENTAS
Gestin de Marketing
ROL DE LA PROMOCIN EN EL MIX DE MARKETING
Gestin de Marketing
COMUNICACIN EN EL MIX DE MARKETING
Gestin de Marketing
COMUNICACIN EN EL MIX DE MARKETING
Gestin de Marketing
COMUNICACIN EN EL MIX PROMOCIONAL
Gestin de Marketing
COMUNICACIN ! MIX PROMOCIONAL
Gestin de Marketing
METAS ! TAREAS DEL MIX PROMOCIONAL
Gestin de Marketing
METAS ! TAREAS DEL MIX PROMOCIONAL
Gestin de Marketing
Atencin
Inters
Deseo
Accin
METAS ! TAREAS DEL MIX PROMOCIONAL
Gestin de Marketing
METAS ! TAREAS DEL MIX PROMOCIONAL
Gestin de Marketing
"ACTORES #UE A"ECTAN MIX PROMOCIONAL
Naturaleza del producto
Etapa en el Ciclo de Vida
Factores del mercado objetivo
Tipo de decisin de compra
Fondos para promocin
Estrategia Push o Pull
Gestin de Marketing
MANUFACTURER
RETAILER
Trade
Promotions
CONSUMER
Consumer
Promotions
Push
Push
Pull
Retail
Promotions
ESTRATEGIAS DE PUS$ ! PULL
Gestin de Marketing
ESTRATEGIAS DE PUS$ ! PULL
Gestin de Marketing
ESTRATEGIAS DE PUS$ ! PULL
Gestin de Marketing
Consumer-Promotion
Objectives
Consumer-Promotion
Tools
Point-of-Purchase
Displays
Premiums
Price Packs
Cash Refunds
Coupons
Samples
Patronage
Rewards
Patronage
Rewards
Games
Sweepstakes
Contests
Entice Consumers to
Try a New Product
Entice Consumers to
Try a New Product
Lure Customers Away
From Competitors Products
Lure Customers Away
From Competitors Products
Get Consumers to Load Up
on a Mature Product
Get Consumers to Load Up
on a Mature Product
Hold & Reward Loyal
Customers
Hold & Reward Loyal
Customers
Consumer Relationship
Building
Consumer Relationship
Building
OBJETIVOS ! $ERRAMIENTAS PULL
Gestin de Marketing
Trade-Promotion
Objectives
Trade-Promotion
Tools
Specialty
Advertising
Items
Contests
Free Goods
Buy-Back
Guarantees
Allowances
Price-Offs
Patronage
Rewards
Patronage
Rewards
Push Money
Discounts
Premiums
Displays
Persuade Retailers or
Wholesalers to Carry a Brand
Persuade Retailers or
Wholesalers to Carry a Brand
Give a Brand Shelf Space Give a Brand Shelf Space
Promote a Brand in
Advertising
Promote a Brand in
Advertising
Push a Brand to Consumers Push a Brand to Consumers
OBJETIVOS ! $ERRAMIENTAS PULS$ & AL CANAL
Gestin de Marketing
Business-Promotion
Objectives
Business-Promotion
Tools
Generate Business Leads Generate Business Leads
Stimulate Purchases Stimulate Purchases
Reward Customers Reward Customers
Motivate Salespeople Motivate Salespeople
Conventions Conventions
Trade Shows Trade Shows
Sales Contests Sales Contests
OBJETIVOS ! $ERRAMIENTAS PULS$ & AL CANAL
Gestin de Marketing
Gestin de Marketing
Gestin de Marketing
Gestin de Marketing
Gestin de Marketing
Gestin de Marketing
Gestin de Marketing
Gestin de Marketing