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