© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Promotional Strategies

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter What Is Promotion? Promotional strategy –Direct interaction –Indirect interaction Promotional goals Product variables Promotional mix

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Promotional Goals Informing Persuading Reminding

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter The Promotional Mix Personal selling Advertising Direct marketing Sales promotion Public relations

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Elements of Promotion Personal selling Advertising Direct marketing Sales promotion Public relations

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Product Variables Complexity Familiarity Price Life cycle

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Market Variables Target Market –Size –Concentration Marketing strategy –Push –Pull

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Types of Sales Personnel Order getters Order takers Sales support

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Support Functions Missionary sales Technical sales Trade sales

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Personal Selling Process 1. Prospecting 2. Preparing 3. Approaching 4. Presenting 5. Handling objections 6. Closing 7. Following up

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Advertising and Direct Marketing Product awareness Product image Consumer demand

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Types of Advertising Product Institutional National and local Word-of-mouth Stealth

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Advertising Appeals Emotional Logical Celebrity Sex

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Direct Marketing Vehicles Direct mail Target World Wide Web Telemarketing Infomercials

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Choosing Suitable Media Media plan –Budget –Allocation –Timing Media mix –Print –Broadcast –Other

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Major Advertising Media Newspapers Television Direct mail Radio Magazines Internet

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Sales Promotion Consumer promotion Trade promotion

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Consumer Sales Promotion Coupons Rebates Point-of-purchase Special-event sponsoring Cross-promotions Samples Premiums Specialty advertising

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Trade Sales Promotion Trade allowances Display premiums Contests or sweepstakes Travel bonus programs

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Public Relations Professional firms Press relations News releases News conferences

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Integrated Marketing Communications Public relations Personal selling Advertising Direct marketing Sales promotion