Promotion Mix Selection Types of promotional tools Selection
- Slides: 9
Promotion Mix Selection § Types of promotional tools § Selection factors © 2003 Prentice Hall, Inc. § Advertising § Sales promotion § Public relations and publicity § Direct marketing § Personal selling To accompany A Framework for Marketing Management, 2 nd Edition 0
Advertising § Public Presentation § Pervasiveness § Amplified Expressiveness § Impersonality © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 1
§ Sales Promotion – Communication – Incentive – Invitation © 2003 Prentice Hall, Inc. § Public Relations and Publicity – High Credibility – Ability to catch buyers off guard – Dramatization To accompany A Framework for Marketing Management, 2 nd Edition 2
§ Personal Selling – Personal Confrontation – Cultivation – Response © 2003 Prentice Hall, Inc. § Direct Marketing – Non public – Customized – Up-to-date – Interactive To accompany A Framework for Marketing Management, 2 nd Edition 3
Communications Mix Selection § Consumer vs. business market § Push Vs. Pull Strategy § Types of promotional tools § Stage of buyer readiness § Selection factors § Stage of product life cycle § Market rank © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 4
Type of Product Market Sales Promotion Advertising Sales Promotion Personal Selling Advertising Public Relation Consumer Goods © 2003 Prentice Hall, Inc. Personal Selling Industrial Goods To accompany A Framework for Marketing Management, 2 nd Edition 5
Business Market § Advertising can perform following functions in business market: – Awareness building – Comprehension Building – Efficient Reminding – Lead Generation – Legitimization – Reassurance © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 6
Buyer Readiness Stage § Awareness § Comprehension § Conviction § Ordering § Reordering © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 7
Product Life Cycle Stage § Introduction Stage: Advertising and publicity, followed by personal selling (to gain distribution coverage) and sales promotion (Induce trial) § Growth Stage: (All tools can be toned down) § Maturity Stage: Sales promotion, advertising and personal selling § Decline Stage: Sales promotion strong, advertising and publicity reduced. © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 8
