Download Chapter 16

Chapter 16
Promoting Products Using Integrated
and Interactive Marketing
Communication
The Importance of Marketing
Communication and Promotion
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The Promotion Mix
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Promotion tools
Organization uses
Personal & Business-To-Business
Selling
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Steps in Selling Process
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Prospect and Quality
Pre-approach
Approach
Make presentation
Answer objections
Close sale
Follow-up
Public Relations and Publicity
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Public Relation
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Listen to the public
Develop policies and procedures in the public
interest
Inform people that you’re being responsive to
their needs
Publicity
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Advantages
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It’s fee
It’s more believable
Publicity reaches a
broader market
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Disadvantages
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You have no control
It does not last
Word of Mouth
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Promotional
gimmicks; fairs,
clowns, music, etc.
Clever or funny
advertising
Asking or paying
people
Providing a quality
product or service
QUALITY
Advertising
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The Importance of
Advertising
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Television
Newspaper
Direct Mail
Advertising Using
Infomercials
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Using Technology in Advertising and
Promotion
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Interactive T.V.
CD-ROM
Using On-Line Computer Services in
Advertising
 Customized Advertising Versus Global
Advertising
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Preparing the Promotion Mix
Promotional Strategies
 The Age of Interactive Marketing
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Integrated Marketing
Communication
Interactive Marketing On the Internet
 Marketing Services On the Internet
 The New Interactive Media
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