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PREPARED BY:
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Varun K Nair
Promotional Mix
A business' total marketing communications program is called the "promotional mix" and consists of a blend of advertising, personal selling, sales promotion and public relations tools. A successful product or service means nothing unless the benefit of such a service can be communicated 4/14/12
Promotional Mix
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Advertising
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Any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are:
The message.
Production: The advertiser and social context determine ad content. Reception: The context of ad reception and the audiences understanding of an ad result in a meaningful interpretation of the ad Accommodation and negotiation: The
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Audience Geography:
National advertising
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Role Of Advertising:
Information and persuasion Introduction of new brands and extensions Building and maintaining brand loyalty / brand equity Creating an image/meaning Building brand loyalty in the trade channel
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Advertising By Nike
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Advertising Strategy:
Designed to make a connection to the consumer Seldom pitch the product directly or talk about product attributes Sometimes dont even mention the companys name featuring instead only the swoosh logo Making new contracts with sportsmen Collaboration ads with another strong 4/14/12
Advertising Strategy:
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Personnel Selling
Personal selling is oral communication with potential buyers of a product with the intention of making a sale. Personal selling mainly focuses on developing a relationship with the potential buyer. Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a pull strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service). Personnel Selling involves selling through a person-toperson communication process. In an Integrated Marketing 4/14/12 Communications program, personnel selling is a partner
Personnel Selling
Personnel Selling differs from other forms of communication , where in the messages flow from a sender to a receiver directly, usually face to face. The direct and interpersonal communication lets the sender immediately receive and evaluate feedback from the receiver. This communication process is known as Dyadic Communication, allows for more specific tailoring of message and more personnel communications than any other media. In Personnel Selling, the message can be 4/14/12 changed to address the specific needs and wants
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Interactive/Internet Marketing
Interactive media allows for a back and forth flow of information, whereby users can participate in and modify the form and content of the information they receive in real time. Interactive media allows user to perform a variety of functions such as receive and alter information and images, make enquiries, respond to questions and make purchases. The interactive medium that is having the greatest impact on marketing is the Internet. The Internet is changing the ways companies design and implement their business and marketing strategies. The Internet is a multi faceted promotional tool. 4/14/12
Interactive/Internet Marketing
Advantages: The interactive nature of the internet is one of its major advantages. It enables marketers to gather valuable personnel information from customers and prospects and to adjust the offer accordingly. It allows a two-way communication. It offers the capability to more closely and precisely measure the effects of advertising and other types of promotion. 4/14/12
Direct Mail
Direct mail is a way of advertising in which advertisers mail printed ads, letters or other solicitations to large groups of consumers. Direct mail use to advertise new products or to distribute coupons. Direct mail is a type of advertising medium in which messages are sent to target customers through the mail. Direct mail often use the terms "direct 4/14/12
PRINT MEDIA
BROADCASTING MEDIA
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Print media messages are delivered through the printed word, usually in newspapers or magazines.
Broadcast media messages are delivered through the airwaves, on television or radio. In direct mail, advertising and other types of messages are delivered through the 4/14/12
Direct Mail
Advantages
Selective, flexible, little waste, lends itself to testing, uses many formats Direct mail is expensive
Disadvantages
May cost 15 to 20 times more to reach a person with a direct mail piece than with a TV commercial
Mail lists can be plagued with bad addresses Mail delivery dates can be unpredictable
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Direct Mail
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American Express is a global services company, providing access to products, insights and experiences that enrich lives and build business success. American Express Global Mail Solutions offers Global Mail Disaster Recovery Solutions to ensure continuity of service through a Business Continuation partnership with 4/14/12
First, it help you define your target audience with a customer analysis of your top AmericanExpress customers. Then, you can use that knowledge to target potential customers through Direct Mail or Search Engine Marketing. 4/14/12
Service Description
Delivery Assurance Flexibility Get your mail out quicker and more cost effectively. Security Expertise
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Sales Promotion
Where advertising gives a reason to buy, Sales Promotion gives an incentive to buy. Internal reasons:
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Top management is more conducive to spending on promotions Line managers under greater pressure to achieve targets Justification of expenditure is easy
Sales Promotion
External reasons:
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Increase in number of brands Consumer is more price savvy Greater pressure from trade to liquidate stocks Add effectiveness declining owing to rising costs, media clutter and legal constraints
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Price reductions Free goods Tied offers Money off next purchase Loss leader pricing Cheap credit
Contests Free gifts Self-supporting offers Multi-brand promos s Guarantees and added services
Most effective in the early stages of a new product launch (use for coupons) Important for food products Very expensive
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Public Relations
PR involves a variety of programs designed to promote or protect a companys image or its individual products. v PR is usually unsponsored and unpaid. It acts synergistically along with advertising. v It can be a very important component of the entire 4/14/12
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Functions of PR
Promoting goodwill Promoting product, service, corporate image Corporate communications Lobbying Counteracting negative publicity
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Advantages of PR
Disadvantages of PR
Difficult to quantify PR benefits Lack of control Deft management required
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Uses of PR
Customer complaints and redressal It is an opportunity to cement relations with the customer Very important in the service and hospitality industry Combating rumors / falsehoods Confront and disclose facts in leading media Give the positive side of the story Capitalize on rumors to your benefit 4/14/12
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Thank You !