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Spreading the Message: Promotional Strategies. What Is Promotion?. Promotional strategy Direct interaction Indirect interaction Promotional goals Product variables Promotional mix. Promotional Goals. Informing Persuading Reminding. The Promotional Mix. Personal selling Advertising

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Presentation Transcript
what is promotion
What Is Promotion?
  • Promotional strategy
    • Direct interaction
    • Indirect interaction
  • Promotional goals
  • Product variables
  • Promotional mix

Excellence in Business, 3e

promotional goals
Promotional Goals
  • Informing
  • Persuading
  • Reminding

Excellence in Business, 3e

the promotional mix
The Promotional Mix
  • Personal selling
  • Advertising
  • Direct marketing
  • Sales promotion
  • Public relations

Excellence in Business, 3e

elements of promotion
Elements of Promotion
  • Personal selling
  • Advertising
  • Direct marketing
  • Sales promotion
  • Public relations

Excellence in Business, 3e

product variables
Product Variables
  • Complexity
  • Familiarity
  • Price
  • Life cycle

Excellence in Business, 3e

market variables
Market Variables
  • Target Market
    • Size
    • Concentration
  • Marketing strategy
    • Push
    • Pull

Excellence in Business, 3e

personal selling
Personal Selling
  • Customer-oriented marketing
  • Partnering with customers

Excellence in Business, 3e

types of sales personnel
Types of Sales Personnel
  • Order getters
  • Order takers
  • Sales support

Excellence in Business, 3e

support functions
Support Functions
  • Missionary sales
  • Technical sales
  • Trade sales

Excellence in Business, 3e

personal selling process
Personal Selling Process

1. Prospecting

2. Preparing

3. Approaching

4. Presenting

5. Handling objections

6. Closing

7. Following up

Excellence in Business, 3e

advertising and direct marketing
Advertising and Direct Marketing
  • Product awareness
  • Product image
  • Consumer demand

Excellence in Business, 3e

types of advertising
Types of Advertising
  • Product
  • Institutional
  • National and local
  • Word-of-mouth
  • Stealth

Excellence in Business, 3e

advertising appeals
Advertising Appeals
  • Emotional
  • Logical
  • Celebrity
  • Sex

Excellence in Business, 3e

advertising media
Advertising Media
  • Media plan
  • Media mix

Excellence in Business, 3e

major advertising media
Major Advertising Media
  • Newspapers
  • Television
  • Direct mail
  • E-mail
  • Radio
  • Magazines
  • Internet

Excellence in Business, 3e

developments in e mail marketing
Developments in E-Mail Marketing
  • Can SPAM Act 2003
    • Legitimate marketers
    • SPAM marketers

Excellence in Business, 3e

developments in online media
Developments in Online Media
  • Display ads
  • Search engine ads
  • Blog ads

Excellence in Business, 3e

sales promotion
Sales Promotion
  • Consumer promotion
  • Trade promotion

Excellence in Business, 3e

consumer sales promotion
Consumer Sales Promotion
  • Coupons
  • Rebates
  • Point-of-purchase
  • Special-event sponsoring
  • Cross-promotions
  • Samples
  • Premiums
  • Specialty advertising

Excellence in Business, 3e

trade sales promotion
Trade Sales Promotion
  • Trade allowances
  • Display premiums
  • Contests or sweepstakes
  • Travel bonus programs

Excellence in Business, 3e

public relations
Public Relations
  • Professional firms
  • Press relations
  • News releases
  • News conferences

Excellence in Business, 3e

integrated marketing communications
Integrated Marketing Communications
  • Public relations
  • Personal selling
  • Advertising
  • Direct marketing
  • Sales promotion

Excellence in Business, 3e