Beruflich Dokumente
Kultur Dokumente
AMITY SCHOOL OF
BUSINESS
BBA, II Sem
PRINCIPLES OF MARKETING II
Ruchika Jeswal
Integrated Marketing
Communications
Sales Promotion- It includes a wide assortment of toolscoupons, contests, cents-off deals, premiums, and
others- all of which have many unique qualities.
Public Relations- It is very believable- news stories,
features, sponsorships, and events more real and
believable to readers than ads do.
Direct Marketing- It is less public. Normally directed to a
specific person. It is immediate and customized. It is
interactive. It allows a dialogue between the marketing
team and the consumer, and messages can be altered
depending on the consumers response.
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ADVERTISING
Any paid form of non-personal presentation and
promotion of ideas, goods, or services by an
identified sponsor.
Four important decisions when developing an
advertisement program:
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PUBLIC RELATIONS
Building good relations with the companys various
publics by obtaining favorable publicity, building up a
good corporate image, and handling unfavorable stories,
rumors and events.
Functions performed:
Press relations-creating newsworthy information in the news.
Product publicity- Publicizing specific products.
Lobbying- Building and maintaining national or local community relations.
Investor relations- Maintaining relationships with shareholders and others in
the financial community.
Development- Public relations with donors or members of non-profit
organization to gain financial or volunteer support.
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Major PR Tools
NEWS
SPEECHES
SPECIAL EVENTS
WRITTEN MATERIALS
AUDIO-VISUAL MATERIALS
CORPORATE IDENTITY MATERIALS
PUBLIC SERVICE ACTIVITIES
BUZZ MARKETING
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PERSONAL SELLING
Personal presentation by the firms sales
force for the purpose of making sales and
build customer relationships.
Salesperson- An individual representing a
company to customers by performing one
or more of the following activities:
prospecting, communicating, selling,
servicing. Information gathering and
relationship building.
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SALES PROMOTION
It consists of short-term incentives to
encourage the purchase or sales of a
product or service.
E.g.Sunday newspaper carrying an insert
offering a coupon of Rs 20 off on
Bournvita.
Sony laptop with a free case.
Zen Estillo with a discount of Rs 30,000.
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Samples
Coupons
Cash refunds
Price packs
Premiums
Promotional products
Point-of-purchase promotions
Contests, sweepstakes and games
event marketing
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DIRECT MARKETING
Connecting directly with carefully targeted
individual consumers to both obtain an
immediate response and cultivate lasting
customer relationships.
Direct Marketing is the fastest growing
form of marketing.
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Benefits to Buyers:
Convenient , easy and private
Ready access to a wealth of products.
Wealth of comparative information about
companies, products, and competitors.
Interactive and immediate.
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Benefits to sellers:
Helps building customer relationships.
Offers sellers an easy, low cost, efficient, speedy
alternative for reaching their markets.
Results in lower costs, improved efficiencies, and
speedier handling of channel and logistics functions.
Allows greater flexibility.
Gives sellers access to buyers that they could not reach
through other channels.