* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Promotion - melzamora
Music industry wikipedia , lookup
Audience measurement wikipedia , lookup
Consumer behaviour wikipedia , lookup
Product lifecycle wikipedia , lookup
Social media marketing wikipedia , lookup
Television advertisement wikipedia , lookup
Market penetration wikipedia , lookup
Pricing strategies wikipedia , lookup
Marketing plan wikipedia , lookup
Food marketing wikipedia , lookup
Planned obsolescence wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Street marketing wikipedia , lookup
Product placement wikipedia , lookup
Youth marketing wikipedia , lookup
Target market wikipedia , lookup
Marketing strategy wikipedia , lookup
Target audience wikipedia , lookup
Multi-level marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Supermarket wikipedia , lookup
Global marketing wikipedia , lookup
Advertising management wikipedia , lookup
Green marketing wikipedia , lookup
Advertising wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Sales process engineering wikipedia , lookup
Targeted advertising wikipedia , lookup
Sensory branding wikipedia , lookup
Direct marketing wikipedia , lookup
Product planning wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Promotion Promotion • Used to communicate both factual information and persuasive messages to prospective buyers. • Designed to increase visibility or sales of a product. Elements of Promotion: • • • • • • Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Promotion Mix Strategies Advertising • used to encourage or persuade an audience (market) to continue or take some new action. • Most familiar forms are broadcasting and print media Advertising Types of Advertising: 1. Acc. to target audience 2. Acc. to what is being advertised 3. Acc. to the objective sought Advertising… Types of Advertising: 1. Acc. to target audience a) Consumer Advertising - directed and intended for domestic markets (e.g. individuals and families). - to introduce / re-introduce, products (household appliances, home electronic devices, clothes and others found in the household ) and services to families and private individuals for daily use. Advertising… Types of Advertising: 1. Acc. to target audience b) Business-to-Business Advertising - directed toward other businesses - may involve the promotion of products such as copier machines, or services such as human resources consulting or logistics, that are primarily designed for businesses. Advertising… Types of Advertising: 2. Acc. to target audience a) Product Advertising - tries to sell a particular product. (e.g. Direct-action and Indirect-action) b) Institutional Advertising - tries to develop goodwill for a company rather than to sell a specific product. (e.g. Customer service and Public service) Advertising… Types of Advertising: 3. Acc. to target audience a) Primary-demand Advertising - stimulate demand for generic category (such as vitamins, milk, etc.) b) Selective-demand Advertising - stimulate demand for individual brands (such as Centrum Multi-Vitamins, Bear Brand Milk, etc.) Personal Selling • Delivery of a specially designed message to a prospect by a seller, in a form of face-toface communication, personal correspondence, or personal telephone conversation Personal Selling… • Example can be found in department stores on the perfume and cosmetic counters. • A customer can get advice on how to apply the product and can try different products. Products with relatively high prices, or with complex features, are often sold using personal selling. • Great examples include cars, office equipment (e.g. photocopiers) and many products that are sold by businesses to other industrial customers. Sales Promotion • Media and non-media marketing pressure • Applied for a predetermined, limited period of time in order to stimulate trial, and increase demand, or improve product availability Sales Promotion… • Includes consumer tools such as samples, coupons, cash refund offers, prices off and free goods. • A key ingredient in marketing campaigns Sales Promotion… Objectives: • To consumers: - obtain trial product - introduce a new or improved product - encourage repeat or greater usage by current users - bring ,ore consumers into retail store - increase the total number of users of an established product Sales Promotion… Objectives: • To resellers: - increase resellers - obtain displays and support products - improve product distribution - obtain more and better self space Sales Promotion… Objectives: • To sales persons: - motivate the sales force - educate the sales force about product improvement - stabilize fluctuating sales pattern Sales Promotion… Trade Promotions (geared toward Wholesalers and Retailers): 1. Trade Shows 2. Contests (or games) 3. Display equipment and point-ofpurchase materials 4. Cooperative Advertising and Promotion 5. Allowances Sales Promotion… Consumer Promotions (aimed at ultimate consumers): 1. 2. 3. 4. Product Sampling Coupons Rebates Contests and Sweepstakes Sales Promotion… Consumer Promotions (aimed at ultimate consumers): cont. 5. 6. 7. 8. 9. Premiums Multiple-purchase offers Point-of-purchase materials Product Placements Sales promotion tie-ins Public Relations • The use of the news or business press to carry positive stories about your company or your products • Cultivating good relationship with local press representatives Public Relations… Publicity: Is a special form of public relations that involves news stories about an organization or its products or services. Publicity is not paid Publicity in the form of news releases, press conferences, and photographs. Public Relations… Other Forms of Publicity: • Appearances - Such as in talk shows promoting their books, recordings, concerts, and movies. • Event Sponsorship - sponsoring events and activities in charitable institutions Direct Marketing • method by which advertisers approach potential customers directly with products or services. • forms of direct marketing are telephone sales, solicited or unsolicited emails, catalogs, leaflets, brochures and coupons. Direct Marketing… Types of Direct Marketing: • Telemarketing - involves calling people at home or work to ask for donations, an opinion, or for sales purposes. • Email Direct Marketing - targets consumers through their Email accounts. • Direct Mail Marketing - advertising material sent directly to home and business addresses. Promotion Mix Strategies • final aspect of strategic planning used to determine how to reach chosen target markets with key messages. Promotional strategies • Push • Pull “Understand that you need to sell you and your ideas in order to advance your career, gain more respect, and increase your success, influence and income.” - Jay Abraham Thank You!