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By: Ehsan Khodarahmi
L7
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The roles, advantages and disadvantages of advertising and direct
marketing in managerial and marketing contexts
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The roles, advantages and disadvantages of sales promotion in different
managerial and marketing contexts
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The roles, appropriate use of and challenges of public relations activities
and sponsorship in achieving and supporting corporate, managerial and
marketing objectives
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The role, appropriate use of, management of personal selling in marketing
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The role and evaluation of additional communication tools such as product
placement, trade shows, packages and exhibitions etc.
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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.
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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!