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Marketing Services. MarCom. Marketing Services. Most Marketing Services relate to Marketing Communications “MarCom” - Umbrella term As marketers grow New ways to market brands, and… New sources of career opportunities. Marketing Services. Sales Promotion Direct Marketing

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marketing services1
Marketing Services
  • Most Marketing Services relate to Marketing Communications
  • “MarCom” - Umbrella term
  • As marketers grow
    • New ways to market brands, and…
    • New sources of career opportunities
marketing services2
Marketing Services
  • Sales Promotion
  • Direct Marketing
  • Public Relations
  • Media Buying Services
  • Marketing Research
    • Introduction to MRI
  • Event Marketing
  • Promotional Products
the world of sales promotion
The World of Sales Promotion
  • Two Types of Sales Promotion
    • “Push” Trade Promotion
    • “Pull” Consumer Promotion
  • Both emphasize Short-Term Sales
  • Two Types of Incentives
    • Cost Less - Savings
    • Get More - “Added Value”
      • More Product (Bonus Pack)
      • A Prize (Sweepstakes)
      • Something else (A Premium)
trade promotions
Trade Promotions
  • Point-of-sale
trade promotions1
Trade Promotions
  • Point-of-sale
  • Dealer contests
  • Merchandising the advertising
  • Deals and allowances
  • Co-op advertising
consumer promotions
Consumer Promotions
  • Coupons/FSIs (Free Standing Inserts)
  • Contests, sweepstakes & games
consumer promotions1
Consumer Promotions
  • Coupons/FSIs (Free Standing Inserts)
  • Contests, sweepstakes & games
  • Cents-off promotions
consumer promotions2
Consumer Promotions
  • Coupons/FSIs (Free Standing Inserts)
  • Contests, sweepstakes & games
  • Cents-off promotions
  • Premiums
consumer promotions3
Consumer Promotions
  • Coupons/FSIs (Free Standing Inserts)
  • Contests, sweepstakes & games
  • Cents-off promotions
  • Premiums
  • Sampling
consumer promotions4
Consumer Promotions
  • Coupons/FSIs (Free Standing Inserts)
  • Contests, sweepstakes & games
  • Cents-off promotions
  • Premiums
  • Sampling
  • Rebates
consumer promotions5
Consumer Promotions
  • Coupons/FSIs (Free Standing Inserts)
  • Contests, sweepstakes & games
  • Cents-off promotions
  • Premiums
  • Sampling
  • Rebates
  • Continuity programs
consumer promotions6
Consumer Promotions
  • Coupons/FSIs (Free Standing Inserts)
  • Contests, sweepstakes & games
  • Cents-off promotions
  • Premiums
  • Sampling
  • Rebates
  • Continuity programs
the world of direct marketing
The World of Direct Marketing
  • Direct marketing occurs when you buy direct from a marketer:
    • By returning a coupon
    • By calling an 800#
    • By responding to a mail solicitation
    • By shopping on the Internet
    • By responding to a telemarketer who called you during dinner
consumer complaints about direct marketing
Consumer Complaints About Direct Marketing
  • Annoyance
    • List removal option of DMA
  • Privacy issues
    • Who owns your information?
    • Data technology raises new concerns
  • Unscrupulous practices
the world of public relations
The World of Public Relations
  • Marketing PR (MPR)
    • Supports marketing efforts
  • Corporate PR (CPR)
    • Deals with broader range of issues, from investor relations to employee communications
product publicity activities
Product Publicity Activities
  • Press Releases (immediate news)
  • Technical and Case History stories
  • Feature stories
  • Press Tours
    • Press to Company
    • Company to Press
corporate pr activities non marketing related pr
Corporate PR Activities(Non-Marketing Related PR)
  • Investor Relations
  • Employee Communications
  • Government Relations (lobbying)
  • Crisis Management (oil spills, etc.)
  • Community Relations
  • Advocacy Advertising (corporate point of view on public issues)
the world of media services
The World of Media Services
  • Independent companies that plan/buy media time and space for advertisers
  • Originally, an alternative to the media department of a full-service ad agency
  • Evolved as media choices proliferated and media planning/buying became more complicated
  • Now mega-agencies have “unbundled” their media departments to create competing media planning/buying services
the world of marketing research
The World of Marketing Research
  • Two types of entities provide critical marketing information:
    • Internal Marketing Research Departments
      • At the marketer
      • At a full-service agency
    • Outside Marketing Research Firms
role of internal marketing research department
Role of Internal Marketing Research Department
  • Analyze company sales data
  • Provide short-term and long-term sales and industry projections
  • Determine what primary research studies need to be carried out
  • Select and hire outside research firms to conduct surveys and provide other information
types of outside marketing research firms
Types of Outside Marketing Research Firms
  • Limited-service Research Suppliers
    • These supply a specific type of data, often to all major marketers.
    • Syndicated Research (Nielsen, MRI)
    • Standardized Research (Gallup & Robinson ad recall pre-testing studies)
  • Full-service Research Suppliers
    • Focus Groups and Surveys
    • “Starting from scratch” research projects
slide25
Comprehensive demographic, lifestyle, product usage and exposure to all forms of advertising media
  • Leading U.S. supplier of multimedia audience research
  • Conducts more than 26,000 personal interviews with consumers annually
  • MRI Reporter - The Park Library
mri example
MRI Example
  • Pets - Spring 2000
  • Pets: Ownership Of
  • Own Dog(s)
  • Report Base: Female Homemakers
slide31

= 1426 / 26982

= 7752 / 26982

= 2983 / 26982

slide32

=1426 /7610

=6200 /16386

slide33

=18.7 / 29.9

=37.8 / 29.9

the world of event marketing
The World of Event Marketing
  • Sports sponsorship
the world of event marketing1
The World of Event Marketing
  • Sports sponsorship
  • Entertainment, tours, attractions
the world of event marketing2
The World of Event Marketing
  • Sports sponsorship
  • Entertainment, tours, attractions
  • Festivals, fairs, annual events
  • Causes
the world of event marketing3
The World of Event Marketing
  • Sports sponsorship
  • Entertainment, tours, attractions
  • Festivals, fairs, annual events
  • Causes
  • The Arts
the world of event marketing4
The World of Event Marketing
  • Provides opportunities for:
    • Sampling of product
    • Widespread publicity in media
    • Unique connection w. target market
  • Cause marketing:
    • A special type of event marketing
    • Example: Children’s Miracle Network
the world of promotional products
The World of Promotional Products
  • A $16 billion business
  • Items with company brand or logo on it (pens, hats, key rings)
  • Higher priced items called “business gifts”
  • Many uses:
    • Sales lead generation, trade shows, awareness building, employeemorale, etc.