Professional Documents
Culture Documents
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It is important to measure the impact of the sales promotion on the product perception and on the sales
and its effectiveness. Companies have many instruments to do it:
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Interview
Questionnaires
Impact on sales
Promotion costs
Companies has to choose which event to sponsored, design the sponsorship program and
measure the effectiveness of the sponsorship
Public relations
Public relations concern all the events and activities adopted by companies for the stakeholders
(interested publics).
They are useful to promote or protect companies images.
Objectives
o Boost enthusiasm
o Build awareness
o Build credibility
o Save companys product
Tools
o Invite experts
o Create story
o ..
Measurement
o It is not easy to measure the impact of the public relation activities because they are never
alone; they are always combined with other activities.
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Tools
o
Direct mail
Companies send offers, announcement to an individual customer by post.
Products
Offer
Distribution method
o Catalogue Marketing
Companies send full line catalogues to customers ( before the invention
of the internet they were made out of papers, now companies send
online catalogues save on costs and time)
o Telemarketing
The use of telephone to reach customers and offer them products
Interactive Marketing
Interactive Marketing is based on a two-way communications between companies and customers.
(company creates dialogue about the product with the customer)
Tools
o
o
o
o
o
Company websites
Email
Search ads pay per click ads: companies display their ads on the most popular
website and pay the browser only if the user clicks on the ads
Display ads companies pay for the banner (rectangular boxes containing ads)
that appear on relevant Websites
Mobile marketing there are more mobile phones than computers, the mobile
marketing is a good chance to increase sales.
Messages
Apps
Word of Mouth
People talk about brands and product everyday. Thus the word of mouth is a really important
marketing tool.
Tools
o Social media
Online communities and forum
Blogs
Social network
o Buzz marketing aim: create excitement
o Opinion leaders
Measurement
o It is really difficult to measure the word of mouth effect. Companies tend to
measure the effect of the word of month on the Internet. However, only the
20% of the word of mouth occurs online
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Sales force
The sales force is the oldest form of personal marketing. This sales call is characterized by
the presence of a direct sales force.
Direct sales force paid employees who work exclusively for the company
Contractual sales force sales agents who earn commission based on sales
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