Advertising Quiz Fifinella Felita Antonie Djunaidi Meilisa Elizabeth Aprillia Ervina Felicia Ivana Benedictus Septia Rahma

Khairunnisa Isabella Paula Ria Harris Kristanto Monday, 16 6A 2012160545 2012160911 2012160480 2012161048 2012160416 2012160770 2012160879 2012160880

1.

Define Promotional mix, what are the strength and weakness of (give example): Advertising Public Relations Sales Promotion Direct Marketing Personal Selling Sponsorship

2. 3. 4. 5.

Why are there more than one promotion techniques? Whats the meaning of push and pull campaign? Explain! Define what is customer and consumer! Choose one product, explain the promotional mix!

Answers :

1. The promotional mix consists of the various ways companies use to promote and sell their products and services to their customers.

Advertising is the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost. Strength : Reaches large, geographically dispersed audiences, often with high frequency, consumers perceive advertised goods as more legitimate, and builds brand image. Weakness : May stimulate short-term sales, Immediate feedback from the target audience is not possible because its Impersonal, one-way communication, and costs expensive.

Public Relations ( PR ) is communication toward public, but is turned more to reputation and image of the company, than to its products. The PR activity can be a press conference, TV interview with company representative, press article about donation of the company to charity or about latest environmental project. Strengths : Highly credible, Very believable, Many forms: news stories, news features, etc. Reaches many prospects missed via other forms of promotion, relatively inexpensive (certainly not 'free' as many people think-there are costs involved) Weakness : there is always a chance that a well devised news event or release will get bumped from planned media coverage because of a more critical breaking news story, such as wars, severe weather or serious crime.

Sales promotion is a method used to create sales or profits from a product or service by adding its products value. As per Marketing Teacher LTD, Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service. Strength : May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response. Weakness : Short-lived; Not effective at building long-term brand preferences, Increased price sensitivity, Quality image may become tarnished ,and Merchandising support from dealers is doubtful.

Direct Marketing Direct marketing is a sometimes controversial sales method by which advertisers approach potential customers directly with products or services. The most common forms of direct marketing are telephone sales, solicited or unsolicited emails, catalogs, leaflets, brochures and coupons. Successful direct marketing also involves compiling and maintaining a large database of personal information about potential customers and clients. These databases are often sold or shared with other direct marketing companies. Strength : involves direct business; Marketing executives can state certainly of the exact response to their products; The profit or loss can be more accurately judged. Weakness : Sometimes, direct mailing offends the customers and many do not endorse it as they say it inhibits their private lives.

Personal selling is Face-to-face selling in which a seller attempts to persuade a buyer to make a purchase. it is the oral presentations made by the individual salesperson. In this case a conversation with one or more prospective buyers who intended to create sales.

Strength : Most effective tool for building buyers preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship-oriented; Buyers are more attentive; Sales force represents a long-term commitment; adaptable; Weakness : Most expensive of the promotional tools with its additional training cost; and personal selling is not for everyone. Job turnover in sales is often much higher than other marketing positions. For companies that assign sales people to handle certain customer groups (e.g., geographic territory), it can only reach a limited number of customers.

Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals. A large number of events these days use sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows reaching specifically targeted niche markets without any waste. In addition, it is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations. Strength : Sponsor takes care of finances to a certain extent, you usually end up spending a lot less money, if you're famous it will help you get noticed more. Weakness : usually if you don't want the press, you don't want a sponsorship ad you have to represent that company (i.e. michael phelps lost his sponsorship with kellogs for doing marijuana & chris brown lost his sponsorship with doublemint for assaulting rihanna); May not be always available and may have to abide to certain terms of the sponsor.

2. Different promotion techniques contains distinctive requirements in order to be initiated and also different impact from one another. Each promotion technique has its own strength and weaknesses. This is why there are more than one promotion techniques, to maximize the leverage of each incorporated techniques. On promotional effort could be stressed upon compared to the other technique depending on the leverage needed that would result in a maximized efficiency.

3. Push campaign is a strategy to encourage the audience to use the products that they offer by taking the product directly to the customer via whatever means to ensure the customer is aware of your brand at the point of purchase.

For Example: Direct selling to customers in showrooms or face to face Negotiation with retailers to stock your product Efficient supply chain allowing retailers an efficient supply Packaging design to encourage purchase Point of sale displays Pull campaign is a strategy to attract the attention of the audience towards product offerings. It involves motivating customers to seek out your brand in an active process. For example : Advertising and mass media promotion Word of mouth referrals Customer relationship management Sales promotions and discounts

4. Customer is someone who buys a product; they usually buy on behalf of somebody else or will resell the product. Consumer is someone who uses up the value in the product offering. Example 1 : A wife who buys a coat for his husband is the customer of the store while her husband is the consumer whom uses the value of the coat bought. Example 2 : employers of a company who is in charge of purchasing offices equipment is the customer while the company and the other employers who uses up equipments value bought is the consumer.

5. Product 1

Coca Cola Promotional Mix Advertising Few decades ago, Coca-Cola's advertising has significantly affected American culture. Now, Coca Cola has a huge influence in all over the world. The product company through advertises print ads, the TV

commercials, brochures, posters, web designs, billboards, signs, motion pictures, and advertising slogans. They often use celebrities as their commercial models. They use American until Asian Celebrities. Through their advertisements, they show an expressive and unique image of Coca Cola. The way they advertises their product had made many people aware of them and made them to become one of the biggest company in the world.

Public Relation

To support marketing objectives and to create good reputations, make the public aware of the existence of the firm and maintain the good name and image of CocaCola, they issuing press releases, organizing news conferences and informing the public about the firms activities. The Coca Cola Company also does many different campaigns. Some of them are Coke: Side of Life campaign, Share a Coke campaign, One Happiness campaign, and FIFA World Cup Trophy Tour. Their campaigns often create positive effects for many people and for the world. For example, they create a campaign that supports the WWF to protect the polar bears.

Sales Promotion

In 1887, The Coca Cola Company did the first sales promotion by giving coupons offering complimentary Coca-Cola to people who they believed might ultimately be interested in buying the product. These coupons were mailed out to potential customers and were also placed inside magazines for readers to discover. Besides that, they also gave digital vouchers for free Coca Cola via mobile phones. Right now, they do a lot of different sales promotions. For example, they give different pictures in some of their coca colas bottle caps. The people who buy them get the things based on the picture in the back of the bottle caps, like laptops, cars or cell phones. They still give free vouchers; organize contests; free bottle scheme one-get-one free; and discounts. Besides that, there are many others promotional sales like sweepstakes.

Direct Marketing

They texting some of their customers and promote their products via phone. Besides that, they also provide some catalogs for their customers and clients to see. They also make a website for us to see their products and their latest activities. They also make a promotional letter, and online display ads.

Personal Selling

The Coca Cola Company sometimes does personal selling. If their clients are big company such as big hotel and big stores, the sale officer contact the owners and sell their products directly to owners.

Sponsorship

Coca Cola is one of the top global sponsors of sport. The rationale for sponsoring international and local sporting events is that it is "a natural fit". They sponsored the FIFA World Cup since 1978 and The Olympic Games since 2003. They also support rugby and many other sports. Besides that, they also support some events non benefit organizations such as WWF. By matching the brand with world standard events Coca-Cola benefits from the exposure and the associations made between it and the event being sponsored.

Target Market

The target market of Coca Cola is based on age. The audiences of Coca Cola are youngsters and youths. It has a wide range of targeting It ranges from 15-25 and before 40.

Product 2

Samsung Galaxy Tab Promotional mix

Advertising

Through their advertising, Samsung intend to demonstrate the latest and most innovative technology that is available to the market. They want to create a threshold effect through their advertisements so that the Samsung brand will always be recognized as state of the art. The Galaxy Tab will be recognized as a device that fills the gap between the latest portable computer and the latest mobile device. It

defines high-speed technology and up-to date electronics, simply by laying in the palm of your hands. They want to standardize the product to show their target market consumers that the product can be beneficial for them and easy to adapt to. Television To include 30-second spots aired in early morning, evening and late night shows. Networks will include ABC Partners (ESPN & ABC News) Viacom networks such as MTV & VH1, and eventually carry over to filmed entertainment networks such as Paramount pictures, MTV films, and home entertainment. This targets the wide range of our market that is mostly exposed to television and pays close attention to commercials between airings of their shows and acts based on their feedback as a direct result of these commercial airings. Percentage Budget Allocation: 19% ($46,550,000) Out-of-Home (Subway stations, billboards, train station terminals, bus wraps) Bill boards to be placed in the most frequently visited metropolitan areas; since their target market consists of younger generations as well, subway stations and train stations that are most frequently used should have advertisements of the tablet that are exposed to everyday commuters. (i.e. In NYC, Grand Central Station, Penn Station, Times Square) Percentage Budget Allocation: 3% ($7,350,000) Magazines To include a subtle, yet meaningful advertisement that meshes with the readers everyday interests and readings; they will take advantage of the most commonly read magazines by their target market, such as GQ, Details, Mens Fitness, FHM, Cosmopolitan, Life&Style, and Marie Claire; readers should be attracted to the product since it will mesh with their interests and everyday reading; this can lead to an increase in level of motivation in terms of external search efforts. This targets those consumers that are interesting in current and public affairs and rely on publications like magazines to search for information on newly innovated

products. Percentage Budget Allocation: 6% ($14,700,000) Newspapers To include a small ad that makes the SAMSUNG brand stand out to customers, and be used as an affect referral, further leading consumers to create emotional bonds with the tablet even before the purchase. This targets those consumers that are more reliant on printed works and papers, as opposed to listening to the radio or perhaps even watching television. Percentage Budget Allocation: 6% ($14,700,000) Radio To use broadcasts in frequently used stations, with a clear explanation of their promotions and offers for customers; to include quick reminders as to why the Galaxy Tab is the best gift and purchase (i.e. holiday season, birthday gift). This targets those consumers that are frequent drivers and spent time listening to the radio, as opposed to reading papers or watching television. Percentage Budget Allocation: 7% ($17,150,000)

Sales Promotion

The overall objective of sales promotions portion of the IMC Mix is to lead consumers in their target market to reach that conative stage in the purchasing process. They want their consumers to make the actual purchase without doubts, and having passed the awareness, knowledge, liking, perception, and conviction stage, there should be no doubt that this is the right product for them. With sales promotions, the customers or consumers will make it clear that by purchasing their brand and product, there are more benefits that they can obtain by being consumers to us. Rebates They will offer a rebate of $50 to the store of the provider of the Galaxy Tab that the consumer invests in. The consumer must simply fill out a survey that includes questions about their satisfactory level of the

product, mail it in within 30 days, and receive the rebate. Percentage Budget Allocation: 5% ($12, 250,000) Contests/Sweepstakes Each one of the first 1,000 customers to purchase a tablet at its release will receive a raffle ticket that includes a $5,000 shopping spree consisting of any SAMSUNG products. Percentage Budget Allocation: 4% ($9,800,000) Discounts/Offers To include one free application on the Media Hub offered with the Samsung Galaxy network; 15% discount on next 5 application purchases on the cloud network. Percentage Budget Allocation: 9% ($22,050,000)

Public Relations

The overall objective of the Public Relations portion of the IMC Mix is to generate increased awareness and knowledge of the Galaxy Tab product. The target market will be exposed to the product in environments that they already find suitable to their lifestyle, and will see the product as an easy transition into their lifestyles.
1) Event Sponsorship Sponsorship of events related to interests of our

market, such as sporting events, business-related events. Percentage Budget Allocation: 6% ($14,700,000)
2) Press/Releases Premieres Press releases will help to enhance

knowledge about the product. Premieres will bring consumers together at once, allowing them to increase awareness and knowledge, and provide feedback for one another, in an environment where they share interests; movie premieres, electronic device premieres, red carpet promotional events. Percentage Budget Allocation: 3% ($7,350,000) Internet/Interactive - The overall function of the Internet potion of the IMC Mix is to expose the product to consumers in a manner that can be most comfortable for customers and consumers. Since the Internets target is increasing day by

day, it is the best environment and source of communication to market a message across the globe with a standardized meaning. Even beneficial for cocooners, the Internet is an extremely powerful source of communication that can distribute information and ideas globally and rapidly, which is two essential attributes of a successful marketing plan. Website Increase the level of interaction between consumer and virtual product, therefore, creating a relationship between the consumer makes the actual purchase; position the product in the consumers mind so that they are aware of all its attributes and contain positive feedback to pass on to the next consumer; use Facebook, Twitter, MySpace to fully integrate social media networking perception and the effectiveness of the Galaxy Tab; increase awareness of the Media Hub, which has the feel of a cloud network, exclusive only to those owning the Galaxy Tab. Percentage Budget Allocation: 12% ($29,400,000)

Direct Marketing

The overall objective of the Direct Marketing portion of the IMC Mix is to provide a more personal communication technique with consumers, which allows them to become firm believers that Samsung product and brand is most beneficial for them. The benefits, promotions and incentives must be made clear on a more personal level, so customers and consumers feel a closer connection to the product. Electronic Mail Create an online database of customers before the release of the product, or obtain databases from Samsung in which loyal customers made previous purchases, and e-mail information and offers for the new product. This will allow the consumer to be exposed to more information about the product. Percentage Budget Allocation: 9% ($22,050,000) Catalog Provide information in catalogs that contain electronic devices that are normally distributed throughout homes consisting of technology

savvy consumers. Percentage Budget Allocation: 4% ($9,800,000)

Personal Selling

Through personal selling, consumers can have a one-on-one purchasing experience with a very knowledgeable sales associate that has the ability to sell and convince consumers that this is the right product for them. All the positive attributes will be explained to the consumer and any unanswered questions will be resolved on the spot, resulting in pleasant customer service and satisfactory feedback from the consumer. Percentage Budget Allocation: 7% ($17,150,000) Media Used: TV: specific networks that have partnerships have been selected to run ads during a syndicated time; television networks consist of ABC, ESPN, and Viacom Networks. Time slots have also been selected based on targets expected time to watch television and popular shows that attract that target demographic. Newspapers: the Galaxy Tab is designed for the professional person in mind and as a result, ads will run in national papers like the New York Times and the Wall Street Journal. Magazines: ads will be displayed in popular magazines that are utilized by their target for leisure; magazines will be selected based on their focus, our goal is to select magazines that are male driven such as GQ, Details, Mens Fitness, and FHM. We will also target our ads in three popular female magazines, Life&Style, Cosmopolitan, Marie Claire. Radio: avid drivers who listen to syndicate radio stations and national radio stations.

Out-of-Home: would include visual displays in populated subway stations and train stations, frequently traveled highways and urbanized centers would have billboards, and bus wraps would be displayed in popular metropolitan bus routes.

The Internet: social networking sites like Facebook & Twitter, including Google Blogs as well as the Samsung Galaxy Tab website.

Target Market: Primary Ages 23 to 44 o Males and Females 23 to 34: Young professionals in their appraised career fields that strive to attain the latest in technology to assist them in being the best and most efficient. This target has shown to have the most disposable income and therefore it is the most sought after target in any market. (27% of this target purchased an iPad) o Males and Females 35 to 44: Already established professionals that seek to be up to date with the latest in technology so that they too can compete with the younger generations. Already established family formers that have children ranging between the ages of 8 and 18. (15% of this target purchased an iPad)

*Note that the majority of our creative strategy will focus on males because when it came to purchasing the leading competitor of the Samsung Galaxy Tab, 65% of males purchased an iPad.

Secondary Ages 13 to 17 o The reason as to why Samsung Company have chosen to target those between the ages of 13 to 17 is because although they do not have any purchasing power, these targets are able to motivate their parents into purchasing the tablet. Being that the following target is considered to be

Generation Y, a generation highly influenced by technology, the Galaxy Tab serves as the perfect piece of technology in the palm of their hands.

Source of Communication: The Message will be communicated via: TV: They chose TV because it is one of the best ways to reach the majority of their target audience. Samsungs competitors advertise on TV, therefore they need to promote their product and show their possible customers the benefits of their product. Newspapers: Although newspapers may not be read as much as it were in the past, they are still a successful form of communication between advertisers and consumers. While reading a newspaper, one can easily catch a glimpse of an appealing advertisement on the side of the paper and slowly transition their way into researching more and gaining interest in the product. Newspapers are also fairly inexpensive forms of communication. Magazines: On a daily basis, people purchase magazines, and even for those who subscribe to yearly plans with magazine publishers, this is a very effective way of advertising both new and existing products. Since our main target is directed a bit more towards men, we will focus more on mens magazines such as GQ, Details, Mens Fitness, FHM, while at the same time not forgetting our target that includes females, who we will reach through Life&Style, Marie Claire magazine, etc. Radio: Samsung Company chose the radio to reach out to those consumers in their market that are more likely to drive, and listen to the radio whether it be while getting ready for work, or while at work during down time. This is a quick and easy way to reach a wide range of people at once, and through the excitement and confidence in the vocal presentation of the product, they can gain support from consumers and grasp their interest.

Out-of-Home (subway stations, billboards, train station terminals, bus wraps): From first hand experience, its known that there are a great amount of people that have interest in spending time outside of their homes. While exposing their product, yet avoiding clutter, Samsung chose subway stations, billboards, train station terminals and bus wraps as sources of communication because these are the everyday areas that consumers spend time in, and customer and consumers will be forced to come face-to-face with their advertisements. Their competitors utilize the billboards, especially around the more populated areas, so they will try to target areas that seem to have more metropolitan descriptions and busier lifestyles.

The Internet: With use of the Internet, Samsung can reach their market in the most rapid way possible. Since more generations are being exposed to the Internet on a daily basis, it is easy to promote the product, promote contests and promotions, while also gaining the attention of new potential customers. With popular sites like Google, Facebook, Twitter, etc., They can advertise Their product to the fullest extent. ***

Sources "Push and Pull Marketing Strategies." Push & Pull Marketing Strategies. N.p., n.d. Web. 05 Oct. 2012. <http://www.marketing-made-simple.com/articles/push-pull-strategy.htm>. "All About Business & Information." Definition of Personal Selling -. N.p., n.d. Web. 05 Oct. 2012. <http://hero-bussiness.blogspot.com/2009/11/definition-of-personalselling.html>. "Sponsorship: A Key to Powerful Marketing." About.com Marketing. N.p., n.d. Web. 05 Oct. 2012. <http://marketing.about.com/od/eventandseminarmarketing/a/sponsorship.htm>. "Disadvantages of Public Relations - KnowThis.com." Disadvantages of Public Relations - KnowThis.com. N.p., n.d. Web. 05 Oct. 2012. <http://www.knowthis.com/principles-of-marketing-tutorials/publicrelations/disadvantages-of-public-relations/>. "Disadvantages of Personal Selling - KnowThis.com." Disadvantages of Personal Selling - KnowThis.com. N.p., n.d. Web. 06 Oct. 2012. <http://www.knowthis.com/principles-of-marketing-tutorials/personalselling/disadvantages-of-personal-selling/>. "Disadvantages of Sales Promotion." Marketing Resource. N.p., n.d. Web. 06 Oct. 2012. <http://drypen.in/sales-promotion/disadvantages-of-sales-promotion.html>. http://www.kaplusa.com/blog/2009/10/cokes-prize-in-disguise/, October 30, 2009 Retrieved on: October 7, 2012 http://prowlpublicrelations.blogspot.com/2012/04/coca-cola-shares-happiness-throughhugs.html, April 13, 2012; retrieved on October 7, 2012 http://www.jeffreygroup.com/success_stories/client/1/25, retrieved on: October 7, 2012 Coca-colaamatil.co.id, retrieved on: October 7, 2012 http://bianca-sonera.blogspot.com/2009/11/sales-promotion-and-personal-selling.html, November 22, 2009; retrieved on: October 7, 2012 http://www.flickriver.com/photos/cangaroojack/2514473079/, May 19, 2008; retrieved on: October 7, 2012 http://bukankombur.com/?p=189, January 29, 2010; retrieved on: October 7, 2012 http://coca-cola081.blogspot.com/2010/10/sales-promtion-personla-selling-coca.html, October 31, 2010; retrieved on: October 7, 2012

http://www.behance.net/gallery/Promotional-Product-Catalogs/2533229, retrieved on: October 7, 2012 http://www.scribd.com/doc/38013346/16/Personal-Selling, retrieved on: October 7, 2012 http://www.fastcompany.com/1652227/designing-world-cup-coke-taps-vuvuzelas-andknaan-inspiration, May 26, 2010; retrieved on: October 7, 2012 http://www.business2000.ie/pdf/pdf_5/coca-cola_5th_ed.pdf, retrieved on: October 7, 2012 http://www.slideshare.net/sikander22/target-market-and-market-segmentation-ofcocacola, June 20, 2011; retrieved on October 7, 2012

Campaign Time Period as of November 1, 2010 - November 30, 2011 Source from: Professor Jaeseok Jeong St Johns University Tobin School of Business Edited by: Harris Kristanto London School of Public Relations Jakarta