Documente Academic
Documente Profesional
Documente Cultură
Advertising
Sales
Promotion
Direct
Marketin
g
Publicity/Public
Relations
Interactive/
Internet Marketing
Personal
Selling
Advertising
Any
Anypaid
paidform
formof
ofnonpersonal
nonpersonalcommunication
communication
about
aboutan
anorganization,
organization, product,
product,service,
service, idea
idea
or
or cause
causeby
byan
an identified
identified sponsor.
sponsor.
Disadvantages of advertising
Advantages of advertising
Advertiser controls the
High costs of producing
message
and running ads
Cost effective way to
Credibility problems and
communicate with large
consumer skepticism
audiences
Effective way to create
Clutter
brand images and
Difficulty in determining
symbolic appeals
effectiveness
Often can be effective
way to strike responsive
chord with consumers
Classifications of Advertising
Advertising to
to Consumer
Consumer Markets
Markets
Advertising
National advertising
advertising
National
Retail/local advertising
advertising
Retail/local
Advertising to
to increase
increase demand
demand
Advertising
Primary demand
demand for
for the
the product
product category
category
Primary
Selective demand
demand for
for aa specific
specific brand
brand
Selective
Business &
& professional
professional advertising
advertising
Business
Business-to-business advertising
advertising
Business-to-business
Professional advertising
advertising
Professional
Trade advertising
advertising
Trade
Direct Marketing
AAsystem
systemof
of marketing
marketingby
by which
which
organizations
organizationscommunicate
communicatedirectly
directlywith
with
target
target customers
customersto
togenerate
generateaa
response
responseand/or
and/oraatransaction.
transaction.
Advantages of direct marketing
Changes in society have made
consumers more receptive to
direct-marketing
Allows marketers to be very
selective and target specific
segments of customers
Messages can be customized for
specific customers.
Effectiveness easier to measure
Direct Marketing
Interactive/Internet Marketing
AAform
formof
ofmarketing
marketingcommunication
communicationthrough
throughinteractive
interactivemedia
media
which
whichallow
allowfor
foraatwo-way
two-wayflow
flowof
ofinformation
informationwhereby
wherebyusers
users
can
canparticipate
participateininand
andmodify
modifythe
thecontent
contentof
ofthe
theinformation
informationthey
they
receive
receiveininreal
realtime.
time.
Interactive/Internet Marketing
Sales Promotion
Marketing
Marketingactivities
activitiesthat
thatprovide
provideextra
extra
value
valueor
orincentives
incentivesto
to the
thesales
salesforce,
force,
distributors,
distributors,or
or ultimate
ultimate consumers
consumersand
and
can
canstimulate
stimulateimmediate
immediatesales.
sales.
Consumer-oriented
Trade-oriented
Targeted toward marketing
Targeted to the ultimate
intermediaries such as
users of a product or
retailers, wholesalers, or
service
distributors
Coupons
Sampling
Premiums
Rebates
Contests
Sweepstakes
POP materials
Promotion allowances
Merchandise allowances
Price deals
Sales contests
Trade shows
Publicity
Nonpersonalcommunication
communicationregarding
regardingan
an
Nonpersonal
organization, product,
product,service,
service,or
oridea
ideanot
not
organization,
directlypaid
paid for
for or
orrun
run under
underidentified
identified
directly
sponsorship.
sponsorship.
Advantages of publicity
Credibility
Low cost (although not totally free)
Often results in word-of-mouth
Disadvantages of publicity
Not always under control of organization
Can be negative
Publicity Vehicles
News Releases:
Feature Articles:
Press Conferences:
Special Events:
FACTOR
Control
Credibility
Reach
Frequency
Cost
Flexibility
Timing
ADVERTISING PUBLICITY
Great
Little
Lower
Higher
Achievable Undetermined
Schedulable Undetermined
Specific
Unspecified/low
High
Low
Specifiable
Tentative
Public Relations
Themanagement
management function
function which
whichevaluates
evaluatespublic
public
The
attitudes,identifies
identifiesthe
the policies
policiesand
and procedures
proceduresof
of
attitudes,
anindividual
individualor
ororganization
organizationwith
withthe
thepublic
public interest,
interest,
an
andexecutes
executes aaprogram
programof
ofaction
actionto
to earn
earnpublic
public
and
understandingand
and acceptance.
acceptance.
understanding
Personal Selling
Direct
Direct person-to-person
person-to-personcommunication
communication
whereby
wherebyaaseller
sellerattempts
attemptsto
toassist
assist
and/or
and/orpersuade
persuadeperspective
perspectivebuyers
buyersto
to
to
topurchase
purchaseaaproduct
productor
or service.
service.
Advantages of personal selling
Disadvantages of personal selling
Direct contact between buyer
High costs per contact
and seller allows for more
Expensive way to reach large
flexibility
audiences
Can tailor sales message to
specific needs of customers
Difficult to have consistent and
Allows for more direct and
uniform message delivered to
immediate feedback
all customers
Sales efforts can be targeted
to specific markets and
customers who are best
prospects.
Promotional Management
Coordinating
Coordinatingthe
the promotional
promotionalmix
mix
elements
elementsto
todevelop
developaacontrolled,
controlled,
integrated
integratedprogram
programof
of effective
effective
marketing
marketingcommunications.
communications.
Budget Determination
Develop Integrated Marketing Communications Programs
Advertising
Sales
Promotion
PR/
Publicity
Personal
Selling
Direct
Internet/
Marketing Interactive
Sales
PR/
Personal
Direct
Internet/
Advertising
Promotion Publicity
Selling
Marketing Interactive
Objectives Objectives Objectives Objectives Objectives Objectives
Sales
Message
Promotion
Strategy Strategy
PR/
Publicity
Strategy
Personal
Selling
Strategy
Direct
Internet/
Marketing Interactive
Strategy
Strategy
5.
Situation Analysis
Internal Factors
Assessment of the firms promotional
organization and capabilities
Review of the firms previous
promotional programs
Assessment of firm or brand image
and implications for promotion
Assessment of relative strengths and
weaknesses of product/service
External Factors
Customer analysis
Competitive analysis
Environmental analysis
Environmental analysis
Technological
Demographic
Economic
Political/Legal
Socio/Cultural
Competitive Analysis
Direct and indirect competitors
Position relative to competitors
Size of competitors advertising/
promotional budgets
IMC strategies being used by competitors
Customer Analysis
Who buys our product or service?
Who initiates and makes the decision
to purchase and who influences the process?
How is the purchase decision made?
What attributes or criteria are important to
customers?
What are customers perceptions of and attitudes
toward our company, product/service or brands?
What factors influence the decision making process?
Contact points where customers can be reached?
An inquiry
A visit by a prospect
Product trial
Recommendation
Adoption of the product
Mass media
Broadcast - radio/TV
Newspapers
Magazines
Direct Marketing
Internet/interactive
Brochures, sales
literature
Publicity/PR
Events/sponsorships
Local
Regional
National/international
Sales Promotions
In-store/POP
Product placements in movies
and television shows
Promotional products
Media strategy
Communication channels
Type of media . . .
Newspapers/Magazines
Radio/Television
Outdoor/Specialty