Professional Documents
Culture Documents
Promotion
Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Differential Advantage
High Product Quality
Rapid Delivery
Low Prices
Excellent Service
Unique Features
Promotional Mix
Combination of promotion tools used to reach the target market and fulfill Advertising the organizations Public Relations overall goals. Sales Promotion Personal Selling Public Relations Word-of-Mouth
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Advertising
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
Advertising Media
Traditional Advertising Media Electronic Advertising Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Advertising
Advantages
Disadvantages
Reach large number of people Low cost per contact Can be microtargeted
Public Relations
The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
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Publicity
Public information about a company, good, or service appearing in the mass media as a news item, which is free to the company.
Sales Promotion
Free samples Contests Premiums Trade Shows
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Personal Selling
Planned presentation to one or more prospective buyers for the purpose of making a sale.
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Personal Selling
Traditional Selling Relationship Selling
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Characteristics of Advertising
Advertising
Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Indirect and non-personal Low Little Delayed One-way Yes Yes Fast Same message to all audiences
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Target Audience
Persuading
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Dollars
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Time
Reminding
PLC Stages: Maturity
Target Audience
Persuading
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Introduction
Growth
Decline
Time
-Light Advertising -Heavy Ads -PR for Awareness -Advertising and PR for brand Loyalty -Personal Selling for Distribution -Reminder Ads -Ads & PR Decrease -Limited Sales Promotion -Personal Selling for 24 Distribution
-Sales Promotion
-Personal Selling
Complex
Personal Selling
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Orders to manufacturer
Orders to manufacturer
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