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Transcript
Fundamentals of Online Promotion Setting the Promotion Mix Advertising Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive Personal Selling Personal Interaction, Relationship Building, Most Expensive Promo Tool Sales Promotion Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived Public Relations Very Believable, Dramatize a Company or Product, Underutilized Direct Marketing Nonpublic, Immediate, Customized, Interactive Major Advertising Media Types Newspapers Television Direct mail Radio Magazines Outdoor Internet Major Consumer Sales Promotion Tools Sample - Trial amount of a product Coupons - Savings when purchasing specified products Cash Refund - Refund of part of the purchase price Sweepstakes - Consumers submit their names for a drawing Patronage Rewards - Cash or other rewards for the use of a certain product Major Consumer Sales Promotion Tools Game - Presents consumers with something every time they buy Premiums - Goods offered free or low cost as an incentive to buy a product Contests - Consumers submit an entry to be judged Advertising Specialties - Articles imprinted with an advertiser’s name given as gifts Major Consumer Sales Promotion Tools Major Public Relations Tools News Web Site Speeches Special Events Public Service Activities Corporate Identity Materials Written Materials Audiovisua l Materials
