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By: Ehsan Khodarahmi L7 The roles, advantages and disadvantages of advertising and direct marketing in managerial and marketing contexts The roles, advantages and disadvantages of sales promotion in different managerial and marketing contexts The roles, appropriate use of and challenges of public relations activities and sponsorship in achieving and supporting corporate, managerial and marketing objectives The role, appropriate use of, management of personal selling in marketing The role and evaluation of additional communication tools such as product placement, trade shows, packages and exhibitions etc. Advertising - Any paid form of non-personal presentation and promotion of goods and services. Public relations - Building good relationships with the company’s various audience by obtaining positive publicity, building up corporate image while managing negative publicity created by third parties. Direct marketing - Direct communications with targeted existing and or prospect customers for an immediate response, while cultivating customer relationships. Personal selling - Personal presentation by a company’s sales force with the intention of making sales while building customer relationship. Sales promotion – Usually short-term incentives to encourage purchase or sale of a products and services. Advertising Word of Mouth Viral Marketing Sales Promotion Public Relations Product Placement Social Media Marketing Exhibitions and trade shows Sponsorship and endorsement 1) Traditional: Print, billboard, TV and Radio 2) Digital and On-line: Internet, Mobile, Banner and Social Media 1) In-store Sales Promotion 2) Coupons and vouchers 1) Traditional Public Relations 2) Digital and e-Public Relations When it is happening off-line, it is called Word of Mouth. if the conversation takes place and forms on-line, it is called Word of Web (or Word of Mouse). Applying creativity in the existing advertising techniques to increase awareness. This technique is likely to enhance Word of Mouth . Thank you very much for your attention. See you in the seminar. Enjoy your break!