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Spreading the Message: Promotional Strategies

Spreading the Message: Promotional Strategies. What Is Promotion?. Promotional strategy Direct interaction Indirect interaction Promotional goals Product variables Promotional mix. Promotional Goals. Informing Persuading Reminding. The Promotional Mix. Personal selling Advertising

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Spreading the Message: Promotional Strategies

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  1. Spreading the Message:Promotional Strategies Excellence in Business, 3e

  2. What Is Promotion? • Promotional strategy • Direct interaction • Indirect interaction • Promotional goals • Product variables • Promotional mix Excellence in Business, 3e

  3. Promotional Goals • Informing • Persuading • Reminding Excellence in Business, 3e

  4. The Promotional Mix • Personal selling • Advertising • Direct marketing • Sales promotion • Public relations Excellence in Business, 3e

  5. Elements of Promotion • Personal selling • Advertising • Direct marketing • Sales promotion • Public relations Excellence in Business, 3e

  6. Product Variables • Complexity • Familiarity • Price • Life cycle Excellence in Business, 3e

  7. Market Variables • Target Market • Size • Concentration • Marketing strategy • Push • Pull Excellence in Business, 3e

  8. Personal Selling • Customer-oriented marketing • Partnering with customers Excellence in Business, 3e

  9. Types of Sales Personnel • Order getters • Order takers • Sales support Excellence in Business, 3e

  10. Support Functions • Missionary sales • Technical sales • Trade sales Excellence in Business, 3e

  11. Personal Selling Process 1. Prospecting 2. Preparing 3. Approaching 4. Presenting 5. Handling objections 6. Closing 7. Following up Excellence in Business, 3e

  12. Advertising and Direct Marketing • Product awareness • Product image • Consumer demand Excellence in Business, 3e

  13. Types of Advertising • Product • Institutional • National and local • Word-of-mouth • Stealth Excellence in Business, 3e

  14. Advertising Appeals • Emotional • Logical • Celebrity • Sex Excellence in Business, 3e

  15. Advertising Media • Media plan • Media mix Excellence in Business, 3e

  16. Major Advertising Media • Newspapers • Television • Direct mail • E-mail • Radio • Magazines • Internet Excellence in Business, 3e

  17. Developments in E-Mail Marketing • Can SPAM Act 2003 • Legitimate marketers • SPAM marketers Excellence in Business, 3e

  18. Developments in Online Media • Display ads • Search engine ads • Blog ads Excellence in Business, 3e

  19. Sales Promotion • Consumer promotion • Trade promotion Excellence in Business, 3e

  20. Consumer Sales Promotion • Coupons • Rebates • Point-of-purchase • Special-event sponsoring • Cross-promotions • Samples • Premiums • Specialty advertising Excellence in Business, 3e

  21. Trade Sales Promotion • Trade allowances • Display premiums • Contests or sweepstakes • Travel bonus programs Excellence in Business, 3e

  22. Public Relations • Professional firms • Press relations • News releases • News conferences Excellence in Business, 3e

  23. Integrated Marketing Communications • Public relations • Personal selling • Advertising • Direct marketing • Sales promotion Excellence in Business, 3e

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