Marketing Mix Promotion 52715 Promotion Communications inform persuade

Marketing Mix. Promotion 5/27/15

Promotion • Communications - inform, persuade, and remind • Tools: • • • Advertising Personal Selling (Sales) Public Relations Sales Promotions Direct Marketing Electronic Marketing • Integrated Marketing Communications (IMC)

Promotion • Communication Process - refer to the experts. … Noise !!! Message Source Encode Decode Channel Feedback Receiver

Promotion • Personal Selling: direct, personal and face-to-face • Advantages: immediacy, personal contact, questions, long term relationship • Disadvantages: costly!!! • Telemarketing • In/Out • Information Source

Promotion • Public Relations - establish link between a business and publics, build goodwill and a positive company image. • Activities: press conferences, printed materials, lobbying, events and sponsorships, advising… • Advantages: free, credible, positive • Disadvantages: little control, “spin”, negative

Promotion • Sales Promotion - short-term marketing techniques to stimulate demand • Objectives: build traffic, create awareness, increase sales, stimulate movement through channel, beat competition, build goodwill • Targets: consumers, businesses, intermediaries, sales force.

Promotion • Direct Marketing: intermediaries reaching consumers directly without • Advantages: immediacy, personalize, refine and reduce waste, measurable • Disadvantages: privacy, clutter • Tools: • • • Databases - lists Direct mail Telemarketing Home delivery Directories Advertising

Promotion • Advertising: non-personal, Oscar Meyer paid communication conveyed through mass media to mass audience. • Triad - advertiser, agency, media • Objectives: build awareness, maintain image and sales, goodwill, increase traffic • AIDA - awareness, interest, desire, action

Promotion • Advertising Campaign • Creative (The Big Idea) • Media • • • Print Broadcast Direct Outdoor Support Electronic • Budget