1 / 23

ADVERTISING: Promotion and Marketing Communications

ADVERTISING: Promotion and Marketing Communications. Sales Promotion. Direct Response. Packaging. Media Adver- tising. Point of Purchase. Public Relations. Publicity. Interactive Marketing. Direct Marketing. Special Events. Integrated Marketing Communications.

Jimmy
Download Presentation

ADVERTISING: Promotion and Marketing Communications

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ADVERTISING:Promotion and Marketing Communications

  2. Sales Promotion Direct Response Packaging Media Adver- tising Point of Purchase Public Relations Publicity Interactive Marketing Direct Marketing Special Events Integrated Marketing Communications

  3. Integrated Marketing Communications “Coordinating the various components of communications so that all of the components work together to achieve common objectives.”

  4. Promotions Management • Considerations for developing a promotional mix include: • Type of product • Buyer’s decision process • Stage of product life cycle • Channels of distribution

  5. An inquiry (store visit) Product trial (individual sale) Adoption of the product (for population) Brand image (company image) Store patronage Customer loyalty Recommendation Potential Outcomes

  6. Advertising Paid, sponsor-identified, nonpersonal (media) communications.

  7. Banner Ads

  8. Public Relations • Non-paid, unsponsored, nonpersonal (media) communications.

  9. Public Relations Tools Publicity Vehicles Special Publications Publicity Vehicles Special Publications Community Activities Corporate Advertising Cause-related Marketing Community Activities Corporate Advertising Cause-related Marketing Public Affairs Activities Public Affairs Activities Special Event Sponsorship

  10. DuPont Uses Public Relations to Enhance Its Corporate Image

  11. Public Relations October 12, 1998 STOCKHOLM, Sweden (CNN) -- Three U.S. scientists whose work going back decades led to the use of the wildly popular Viagra anti-impotence drug won a Nobel Prize on Monday. They discovered that the body uses nitric oxide to regulate blood vessels, a finding that helped in developing Viagra. The discovery about nitric oxide -- a colorless gas long considered just an air pollutant -- also has applications for treating conditions ranging from heart disease to shock. The winners. The $978,000 prize for the category "physiology and medicine" is awarded by Sweden's Karolinska Institute. This year's awards is divided equally among the three pharmacologists: Robert Furchgott, 82, does his work at the State University of New York in Brooklyn. "I'm very pleased,“ he said at his Long Island home. "I truly wasn't sure I'd ever get an award like this. I wasn't sure that I deserved it." Zouis Ignarro , 57, is a professor at the University of California-Los Angeles. His wife, Dr. Sharon Williams, said her husband is "thrilled" and "very surprised." Ignarro was traveling in Europe when he received the news. Ferid Murad, 62, is a researcher at the University of Texas Medical School in Houston and formerly did work at the University of Virginia. Having worked independently of the other two winners, he called the announcement "a delightful surprise." ( 498 K/ 8 sec. AIFF or WAV sound) Murad discovered in 1977 that nitroglycerin and similar substances releasenitric oxide, which relaxes smooth muscle cells. The Associated Press and Reuters contributed to this report.

  12. Advertising Versus Publicity FACTOR ADVERTISING PUBLICITY Control Great Little Credibility Lower Higher Reach Achievable Undetermined Frequency Schedulable Low Cost Specific Unspecified Flexibility High Low Timing Specifiable Tentative

  13. Direct Response Advertising

  14. Direct marketing strategies Direct mail Cataloging Telemarketing Direct response ads Internet sales Direct Marketing

  15. Internet Site VIAGRA® (sildenafil citrate) is the #1 prescribed medicine for erectile dysfunction (ED) in the U.S. and has been used by nearly 10 million men. At this site—which has had 7,751,000 visits—you can learn how VIAGRA can help you treat your ED, whether it be occasional or more frequent. Get information on how to:

  16. The happiest shoe surprise I’ve had in years! They’re r-e-a-l-l-y comfortable all day long and they’re amazingly versatile So says Kim Gille, our Workflow Coordinator. She's been testing these Women's Athletic Slides on the job and elsewhere for a couple months now. "And the uppers are longer than on most slides, so they stay on your feet. Plus one other thing — you know how your feet change size over the course of a day? See these little elastic gores? Never too tight, never too loose." Yes, it's true that Lands' End pays Kim. But not to praise our shoes.

  17. Personal selling

  18. Packaging is More Than a Container

  19. Sales Promotion

  20. Sales Promotion Uses • Introduce new products • Get existing customers to buy more • Attract new customers • Combat competition • Maintain sales in off season • Increase retail inventories • Tie in advertising & personal selling • Enhance personal selling efforts

More Related