Professional Documents
Culture Documents
PROMOTIONAL STRATEGIES
WEEK 1:-
ADVERTISING:-
a) Consumer Advertising:
The individual and families who buy goods and
services for personal or family use.
b) Business Advertising:
Directs messages toward people who buy or use
products in business. Most business advertising
appears in business or professional publications or in
direct mail.
Trade Advertising:-
Targets intermediaries that buy goods for
resale to customers.
Professional Advertising:-
It is directed toward
licensed professional practitioners E.g.
Doctor, Lawyers etc.
Agricultural Advertising:-
It is used to sell products such
as tractors and insecticides.
By Geographic Area:
International Advertising:-
When organization crosses
national boundaries to advertise in more
than one country.
National Advertising:-
When an organization advertise in
more than one region of a single country.
Regional Advertising:-
Advertising in a specific region
without covering the entire country.
Local Advertising:-
Advertising only in a city.
By Media:
their competitors.
2. To communicate product
information.
3. To urge product use.
and loyalty.
6. To reduce overall sales costs.
THE MARKETING MIX:-
PRICE:
Price is the value, usually in
monetary terms, that seller ask
for their products.
DISTRIBUTION:
The process of moving products
from the producer to the
customer is distribution.
Managing product transportation
and storage, processing orders,
and keeping track of inventory
are also distribution activities.
PROMOTION:
Promotion covers the variety of
techniques used to communicate
with customers and potential
customers and this is where
advertising comes in.
PUBLIC RELATIONS:
It is the relationship between a
business and the media, including
press conferences.
COMMUNICATION PHASES IN ADVERTISING:
CHIEF
EXECUTIVE
OFFICIER
Marketing
Creative Agency
Account Services
Services Research Managemen
Managemen
Copy Creative t
t Art services Human
Client Production Account resources
services Finance and
traffic planning accounting
media
Organizing an Advertising
Agency by groups:
Chief
Executive
officer
Client
Client Client Client
Group 2
Group 1 Group 3 Group 3
Specialized Agencies:
2. A DISTRIBUTION NETWORK.