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Integrated Marketing Communications:, PR, Publicity, and Sales Promotions

Integrated Marketing Communications:, PR, Publicity, and Sales Promotions. Jeremy Kees, Ph.D. Sales Promotions. A collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade Customer Oriented

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Integrated Marketing Communications:, PR, Publicity, and Sales Promotions

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  1. Integrated Marketing Communications:, PR, Publicity, and Sales Promotions Jeremy Kees, Ph.D.

  2. Sales Promotions • A collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade • Customer Oriented • Trade Oriented

  3. Why Sales Promotions? • Increased Promotional Sensitivity • Declining Brand Loyalty • Response to Competition (viscous cycle) • Brand Proliferation • Fragmentation of Markets • Pressures for Short-Term Performance • Increased Accountability • Advertising Inefficiency

  4. Consumer-Oriented Promotions • Coupons

  5. Consumer-Oriented Promotions • Refunds • Similar to Rebates • Samples • Bonus Packs • Premiums

  6. Consumer-Oriented Promotions • Contests • Sweepstakes

  7. Consumer-Oriented Promotions • Specialty Advertising • Peanut Chews Opening Night T-Shirt

  8. Consumer-Oriented Promotions • Event Marketing • Becoming part of a personally relevant moment in consumers’ lives • Sponsorships are perhaps the most prevalent/popular form of event marketing • Example: Bryant Park and the Simpsons • Free ice skating (skate rentals) • Ned Flanders' hot chocolate • Simpsons Sprinkalicious donuts • "Duff & D'oh!Nuts" ice cream • Empire State Building of shining “Simpsons” yellow

  9. Trade-Oriented Promotions • Trade Allowances • Point-of-Purchase Displays • Trade Shows • Dealer Incentives

  10. And finally… • Marketers’ response to the DVR / TiVo revaluation… • Product placement • Some examples • Apprentice / Survivor • The Office (1) • We now see it in… • Movies • TV programming • Video games

  11. Group Exercise • Is product placement a useful tool for marketers? • If so, under what circumstances • Are there any ethical considerations? • For instance, some countries not permit product placements in domestic made films.

  12. Marketing Public Relations (MPR) • The firm’s communications and relationships with its various publics • Includes a variety of programs to promote or protect a company’s image or individual products Corporate Ads – Boeing VSB

  13. MPR Functions • Building Marketplace Excitement • PS3 • Creating Advertising News • Super Bowl Ads • Substitute for Advertising • Providing Value-Added Customer Service • Butterball

  14. Advantages of MPR • Credibility • Cost • Avoidance of Clutter • Image Building

  15. Publicity …. nonpersonal stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of significant news regarding the product in a print or broadcast medium Sprint Fires Customers Really, a subset of the MPR effort.

  16. Advantages of Publicity • Credibility (even more than public relations) • News Value Disadvantages??

  17. Personal Selling …. interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer • Oldest and most traditional form of “marketing” • Traditionally a negative stereotype (unfortunately) • Today, we see an emphasis on “relationship selling” • Emphasis on LTV of customers • Constant building/fostering of relationships

  18. Today’s Salesperson… • A highly-trained professional • Takes a customer-oriented approach in order to satisfy the long-term needs of both the customer and the selling firm • Problem solvers • Account managers • Know customers inside and out so that the company can adapt to customer needs

  19. Huge $$ Potential (if you’re good)

  20. The Sales Process

  21. Sales Force Decisions • Objectives • Strategy • Structure • Size • Compensation

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