Professional Documents
Culture Documents
ADVERTISING
AND PROMOTION
delivering value to
customers Mass customization
• Managing customer
relationships in ways Customer relationship
that benefit the management (CRM)
Product Price
Place Promotion
To Inform To Persuade
PROMOTION
Advertising Publicity
PROMOTION
Sales Personal
Promotion Direct Selling
Marketing
ELEMENTS OF
PROMOTION MIX
Five Major methods used for
promotion (Promotion Mix)
1.Advertising : Any paid form of non-
personal presentation and promotion of
ideas, goods or services by an identified
sponsor.
2.Publicity : Non-personal stimulation of
demand for a product or service or
business unit by planting commercially
significant news about it in a published
medium or obtaining favorable
presentation of it upon radio, T.V., or stage
that is not paid for by the sponsor.
McDonald’s reminded the public of its support for
the Olympics with a series of advertisements.
ELEMENTS OF
PROMOTION MIX
3.Personal Selling : Oral presentation in a
conversation with one or more
prospective purchasers for the purpose
of making sales.
4.Direct Marketing : Has several forms -
direct mail, telemarketing, electronic
marketing and so on. It has a few
distinctive characteristics non – public /
customized / Up- to- Date (Messages
can be prepared very quickly for an
individual) .
ELEMENTS OF
PROMOTION MIX
Media
Packaging
Adver-
tising
Public
relations
Publicity Direct
Direct
marketing response
Contemporary IMC Approach
Sales Direct
Packaging
promotion response
Media
Point of
purchase Adver-
Public
tising relations
Publicity
Interactive
marketing Direct
Special
marketing
events
Defining IMC
• I. One-voice Marketing
Communications As consumers
increasingly being to be addressed
by the same marketer in a variety
of different ways ( i.e. through 5
tools of promotion) - there is a
need to ensure a consistency of
positioning, message, and tone
across these different media. These
different communications must
reach consumers with one voice.
IDEAS INVOLVED IN IMC APPROACH
IMC Importance
Multiple of relevant
relevant audience
audiences
– Design
– Packaging
– Performance
– Image or associations
Finding New Ways to Build
Brands
• Consumers are driving the trend
– They view brands as a form of
self-expression
– They know more about brands and the
companies that make them
– They seek and share information with
other consumers via the Internet
Finding New Ways to Build
Brands
• Get consumers involved
– Apple Computer lets consumers test
products in store
– Starbucks positions stores as a
community gathering place
• Interaction can be the best
marketing
– MySpace
– Facebook
– Google
The Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
Advertising
• Paid forms of non-personal
communication
– About an organization, product, service,
or idea by an identified sponsor
– No feedback from audience
– Important for products and services
aimed at mass consumer markets
– Cost effective
The Most Common Forms of Advertising
National Advertising
Retail/Local Advertising
Business-to-Business Advertising
Professional Advertising
Trade Advertising
Organizations
Direct Marketing
Direct
Mail
Direct
Internet Response
Sales Advertising
Direct
Marketing
Shopping
Telemarketing
Channels
Catalogs
Interactive/Internet
Marketing
• Back-and-forth communication
– Users participate in and modify the form
and content of information
– Happens in real time
• Interactive media
– Internet
– CD-ROMs
– Kiosks
– Digital cell phones
Using the Internet as an IMC Tool
The
Internet
Consumer-oriented Trade-oriented
[For end-users] [For resellers]
Sales Promotion
News
Interviews
Releases Publicity
Vehicles
Press Special
Conferences Events
Public Relations
Publicity Special
Vehicles Publications
Community Corporate
Activities Advertising
• Person-to-person communication
– A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
IMC Audience Contact Tools
Public
Broadcast Internet/
Print media Relations/
media interactive
publicity
Out-of-home Direct
media marketing
Target Audience
Personal Sales
selling Promotion
Planning
Executing
Evaluating
Controlling
Basic Elements of a Marketing Plan
1. A detailed situation analysis
Budget determination