module 7 promotion.ppt
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Transcript of module 7 promotion.ppt
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Integrated MarketingCommunications
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Marketing
Communications
The means by which firms attempt to
inform, persuade, and remindconsumers, directly or indirectly, about
the products and brands they sell.
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Marketing
Communications Mix The specifc blend o promotion
tools that the company uses to
persuasively communicatecustomer value and buildcustomer relationships
ATL TL
TTL
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Ma!or Promotion Tools
Advertising
"alesPromotion
#vents#xperiences
Public$elations
%irectMarketing
Personal"elling
CommunicationPlatorms
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Integrated Marketing
Communications IMC is a concept o marketing
communications planning that recogni&es
the added value o a comprehensiveplan'
#valuates the strategic roles o a variety
o communication disciplines( combiningthem to provide clarity( consistency andmaximum impact through integration omessages'
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Advertising
Any paid form of nonpersonal presentation
and promotion of ideas, goods, or
services by an identified sponsor.
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Advertising)erbal and*orvisual
+onpersonal
message
%elivery
throughmedia
Identifed sponsor
Paymenty sponsor
To mediaCarryingmessage
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Ma!or Advertising
%ecisions
,b!ectivessetting
Communication
ob!ectives
"alesob!ectives
udget%ecisions
A-ordableapproach
Percent osales
Competitiveparity
,b!ective andtask
Message %ecisions
Message strategy
Message execution
Media %ecisions
$each( re.uency(impact
Ma!or media types
"pecifc mediavehicles
Media timing
Advertising#valuation
Communication impact
"ales /
Proft Impact
$eturn onAdvertising
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#xamples o AdsAdvertising
Print and broadcast ads
Packaging inserts Motion pictures rochures and booklets Posters illboards P,P displays Logos )ideotapes
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Public $elations Public relations is( simply0stated(
the art and science o building
relationships bet1een anorgani&ation and its key audiences'
uilding good relations 1ith thecompany2s various publics byobtaining avourable publicity(building up a good image( andhandling o heading o- unavourable
rumors( stories and events
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3unctions o P$ Press relations or press agency
Product publicity
Public a-airs Lobbying
Investor relations
%evelopment
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Personal "elling Personal selling is oral communication 1ith
potential buyers o a product 1ith theintention o making a sale'
The interpersonal arm o the promotionmix' A company2s salespeople create andcommunicate customer value through
personal interactions 1ith customers
Personal presentation by the frm2s salesorce or the purpose o making sales andbuilding customer relationships
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Personal "elling
"ales presentations
"ales meetings
"amples
3airs and trade sho1s
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Collection o incentive tools(
mostly short term designedto stimulate .uicker orgreater Purchase oparticular products or
services by consumers or thetrade
"ales Promotion
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"ales Promotion%emand0stimulating devicesto supplement advertising
and acilitate personal selling
%emand0stimulating devicesto supplement advertising
and acilitate personal selling
Trade
Promotions
Consumer
Promotions
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"ales promotion is one o the ouraspects o promotion'
"ales promotions are non0personalpromotional e-orts that are designed tohave an immediate impact on sales'
"ales promotion is media and non0mediamarketing communications employed ora pre0determined( limited time toincrease consumer demand( stimulatemarket demand or improve productavailability'
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Ma!or "ales Promotion
Tools Consumer promotions: sales promotion tools used toboost sort!term "ustomer bu#ing and in$ol$ementto enan"e long term "ustomer relationsips
%rade promotions: sales promotion tools used topersuade resellers to "arr# a brand& gi$e it sel'spa"e& promote it in ad$ertising& and pus it to"ustomers
(usiness promotions: sales promotion tools used togenerate business leads& stimulate pur"ase& reward"ustomers& and moti$ate salespeople
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"ales Promotion Tactics
Consumer 0%irected "amples
Coupons
Cash reund o-ers Price o-s* Price Packs
(reduced-price pack,
banded pack) Premiums* 4its (with-packpremium,
free-in-the-mail premium)
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3re.uency Programs
Pri&es
Patronage re1ards
3ree trials
Contests( s1eepstakes and games
Advertising specialities
Point0o0purchase 5P,P6 promotions
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Trade0directed
Price o-s Allo1ances0 (advertising, display) 3ree goods Push money "pi-s A spi- is a small( immediate bonus or a sale'
Typically( 7spi-s7 are paid( either by a manuacturer oremployer( directly to a salesperson or selling a specifcproduct'
"pecialty advertising usiness Promotions Conventions and Trade sho1s "ales contests
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%irect Marketing
Connecting directly 1ithcareully targeted individual
consumers to both obtain animmediate response andcultivate lasting customer
relationships
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%irect Marketing Catalogs
Mailings Telemarketing T) shopping 3ax mail #0mail )oice mail
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,nline Marketing
Company e-orts to marketproducts and services and build
customer relationships over theinternet
,nly Click
,nly rick rick and Click* Click and Mortar
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