McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved The Allocation Question: Media Mix  The marketer’s dilemma is to develop a media schedule that both  Exposes a sufficient number of targeted customers (reach) to the firm’s product  Exposes them enough times (average frequency) to the product to produce the desired effect

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Procedures for Evaluating Advertising Programs and Some Services Using the Procedures

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Sales Promotions  Push marketing strategies – Involve aiming promotional efforts at distributors, retailers, and sales personnel to gain their cooperation in ordering, stocking, and accelerating the sales of a product  Pull marketing strategies – Involve aiming promotional efforts directly at customers to encourage them to ask the retailer for the product  Trade sales promotions – Aimed at distributors and retailers of products  Consumer promotions – Fulfill several distinct objectives for the manufacturer

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Sales Promotions Example of Sales Promotion Activities

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Sales Promotions Push versus Pull Strategies in Marketing Communications

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Sales Promotions Some Commonly Used Forms of Consumer Promotions

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Sales Promotions  Sales promotions can often  Involve competitive retaliation  Devalue image of promoted brand in consumer’s eyes  Not used as sole promotional tool due to its inability to  Always generate long-term buyer commitment to a brand  Change, except temporarily, declining sales of a product  Convince buyers to purchase an unacceptable product  Make up for a lack of advertising or sales support  Frequency marketing programs – Consumers are rewarded or purchases of products or services over a sustained period of time

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Some Objectives of Sales Promotion

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Public Relations  News release or press release – Announcement regarding changes in organization or the product line  News conference – Meeting held for representatives of the media to announce major news events  Sponsorship – Providing support for and associating organization’s name with events, programs, people  Public service announcements – Many nonprofit organizations rely on the media to donate time for advertising for contributions and donors

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Direct Marketing  Online  Direct Mail  Catalogs  Direct Response Advertising  Personal Selling