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also called as promotional mix. promotional mix is a specific mix of advertising, personal selling, sales promotion, public relations and directmarketing tools that a company uses to pursue its advertising and marketing objectives.
2. SALES PROMOTION is building short-term incentives encourage the purchase or sale of a product or service.
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3. PUBLIC RELATIONS is building good relationship with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and event. 4. PERSONAL SELLING is personal presentation by the firms sale force for the purpose of making sales and building relationships. 5. DIRECT MARKETING is direct communications with carefully targeted individual consumers to obtain an immediate response through use of mail, telephone, fax e-mail and other non-personal tools to communicate directly with specific consumers
marketers are moving toward the viewing communications as the managing the customer relationship over time, during the preselling, selling, consuming, and post consumption response.
the communications process should start with an audit of all potential contacts target customers may have the product and company.
SALES PROMOTION
PUBLIC RELATIONS DIRECT MARKETING
ADVERTISING
-- centuries old [during the golden age in greece, town criers announced the sale of cattle, crafted items, and even cosmetics.] -- mostly used by business firms -- used by wide range of nonprofit organization, professionals, and social agencies.
ADVERTISING OBJECTIVES:
1. INFORMATIVE ADVERTISING used to inform consumers about a new product or feature to build primary demand. (eg. cellphones) 2. PERSUASIVE ADVERTISING used to build selective demand for a brand by persuading consumers that it offers the best quality for their money. (eg. Samsung phones) 3. COMPARATIVE ADVERTISING compares one brand directly or indirectly to one or more other brands. (eg. Samsung vs. Apple) 4. REMINDER ADVERTISING used to keep consumers thinking about a product. (eg. Coca-cola)
SALES PROMOTION
-- mass communication technique that offers short-term incentives to encourage purchase or sale of a product or service. -- offers reasons to by now --it can take the form of costumer promotion, business promotion, trade promotion, or sales force promotion. rapid growth industry has been achieved because: - product managers are facing more completion - companies face more completion - advertising efficiency has declined - consumer have become more deal oriented
6. ADVERTISING SPECIALTIES useful articles imprinted with an advertisers name that are given as gifts to consumers. 7. PATRONAGE REWARDS cash or other rewards for the regular use of a certain companys products or services. 8. POINT OF PURCHASE (POP) PROMOTIONS displays and demonstrates that take place at the point of purchase or sale. 9. CONTEST, SWEEPSTAKES, AND GAMES promotional events that give consumers the chance to win something. (eg. Cash, trips, or goods) by luck or through extra effort.
TRADE PROMOTION TOOLS: 1. DISCOUNT a straight reduction in price on purchases during a stated period of time.
2. ALLOWANCE promotional money paid by manufacturers to retailers who agree to feature the manufacturers products in some way. 3. other forms include FREE GOODS, PUSH MONEY, and SPECIALTY ADVERTISING ITEMS.
BUSINESS PROMOTIONAL TOOLS (trade shows and sales contests) are intended to generate business leads, stimulate purchases, rewards customers, and motive salespeople.
SET CONDITIONS FOR PARTICIPATION. DETERMINE HOW TO PROMOTE AND DISTRIBUTE THE PROMOTIONAL PROGRAM. DETERMINE THE LENGTH OF THE PROGRAM.
PUBLIC RELATIONS
-- involves building good relation with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumor, stories, and events.
PRODUCT PUBLICITY
PUBLIC AFFAIRS
LOBBYING
INVESTOR RELATIONS
DEVELOPMENT