The context

Pull-positioning strategies:

Producer/Manufacturer  Wholesaler  Retailer  Customer

Flow of communications: Producer/Manufacturer  Customer

- Aim to encourage consumers and stimulate action among members of the target audience

- E.g. giving launch dates for new products

Push-positioning strategies:

Producer/Manufacturer  Wholesaler  Retailer

- Aim to move goods through the supply chain

- Target audiences for this type of communications initiatives are channel intermediaries

- Strategy is used between businesses

- Communication tools: personal selling and trade promotions

Chapter 15 (Mass media Communications)

Advertising

Advertising and PR raise awareness, while sales promotion is used to stimulate action.

There are at least 2 approaches to how advertising works

- AIDA (strong approach)

Awareness -> Interest -> Desire -> Action

It’s criticized on two grounds. First, for many types of products there is little evidence, that consumer experiences a strong desire before action. Second,it’s limited in the conversion of non-buyer to a buyer.

- ATR (weak approach)

Awareness -> Trial -> Reinforcement

Which of these theories is applied depends on the level of customer involvement.

Set the advertising budget

Define advertising objectives

identify and understand TA

Marketing strategy

Developing an advertising strategy

Message decisions

Execute campaign

Evaluate advertising effectiveness

Media decisions

Marketing strategy.

2. Identify and understand TA.It’s the group of people on whom the ad is aimed.

3. Define ad objectives.There are the following types of objectives:

- Create awareness

- Stimulate trial

- Position products in customers’ minds. There are the following instruments to do this:

1. Product characteristics and customer benefits

2. Price

3. Product use

4. Product user (f.e. celebrity involvement)

5. Product class

6. Symbols

7. Competition (position against competitors)

- Correct misconceptions

- Remind and reinforce

- Provide support for the sales force

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