© Prentice Hall, 2007Excellence in Business, 3eChapter Spreading the Message: Promotional Strategies

© Prentice Hall, 2007Excellence in Business, 3eChapter What Is Promotion? Promotional strategy –Direct interaction –Indirect interaction Promotional goals Product variables Promotional mix

© Prentice Hall, 2007Excellence in Business, 3eChapter Promotional Goals Informing Persuading Reminding

© Prentice Hall, 2007Excellence in Business, 3eChapter The Promotional Mix Personal selling Advertising Direct marketing Sales promotion Public relations

© Prentice Hall, 2007Excellence in Business, 3eChapter Elements of Promotion Personal selling Advertising Direct marketing Sales promotion Public relations

© Prentice Hall, 2007Excellence in Business, 3eChapter Product Variables Complexity Familiarity Price Life cycle

© Prentice Hall, 2007Excellence in Business, 3eChapter Market Variables Target Market –Size –Concentration Marketing strategy –Push –Pull

© Prentice Hall, 2007Excellence in Business, 3eChapter Personal Selling Customer-oriented marketing Partnering with customers

© Prentice Hall, 2007Excellence in Business, 3eChapter Types of Sales Personnel Order getters Order takers Sales support

© Prentice Hall, 2007Excellence in Business, 3eChapter Support Functions Missionary sales Technical sales Trade sales

© Prentice Hall, 2007Excellence in Business, 3eChapter Personal Selling Process 1. Prospecting 2. Preparing 3. Approaching 4. Presenting 5. Handling objections 6. Closing 7. Following up

© Prentice Hall, 2007Excellence in Business, 3eChapter Advertising and Direct Marketing Product awareness Product image Consumer demand

© Prentice Hall, 2007Excellence in Business, 3eChapter Types of Advertising Product Institutional National and local Word-of-mouth Stealth

© Prentice Hall, 2007Excellence in Business, 3eChapter Advertising Appeals Emotional Logical Celebrity Sex

© Prentice Hall, 2007Excellence in Business, 3eChapter Advertising Media Media plan Media mix

© Prentice Hall, 2007Excellence in Business, 3eChapter Major Advertising Media Newspapers Television Direct mail Radio Magazines Internet

© Prentice Hall, 2007Excellence in Business, 3eChapter Developments in Marketing Can SPAM Act 2003 –Legitimate marketers –SPAM marketers

© Prentice Hall, 2007Excellence in Business, 3eChapter Developments in Online Media Display ads Search engine ads Blog ads

© Prentice Hall, 2007Excellence in Business, 3eChapter Sales Promotion Consumer promotion Trade promotion

© Prentice Hall, 2007Excellence in Business, 3eChapter Consumer Sales Promotion Coupons Rebates Point-of-purchase Special-event sponsoring Cross-promotions Samples Premiums Specialty advertising

© Prentice Hall, 2007Excellence in Business, 3eChapter Trade Sales Promotion Trade allowances Display premiums Contests or sweepstakes Travel bonus programs

© Prentice Hall, 2007Excellence in Business, 3eChapter Public Relations Professional firms Press relations News releases News conferences

© Prentice Hall, 2007Excellence in Business, 3eChapter Integrated Marketing Communications Public relations Personal selling Advertising Direct marketing Sales promotion