Marketing Mix- Promotion 5/27/15

Promotion Communications - inform, persuade, and remind Tools : Advertising Personal Selling (Sales) Public Relations Sales Promotions Direct Marketing Electronic Marketing Integrated Marketing Communications (IMC)

Promotion Communication Process - refer to the experts.… Source Message Channel Receiver EncodeDecode Feedback Message Channel Noise !!!

Promotion Personal Selling : direct, personal and face-to-face Advantages : immediacy, personal contact, questions, long term relationship Disadvantages : costly!!! Telemarketing In/Out Information Source

Promotion Public Relations - establish link between a business and publics, build goodwill and a positive company image. Activities : press conferences, printed materials, lobbying, events and sponsorships, advising… Advantages : free, credible, positive Disadvantages : little control, “spin”, negative

Promotion Sales Promotion - short-term marketing techniques to stimulate demand Objectives : build traffic, create awareness, increase sales, stimulate movement through channel, beat competition, build goodwill Targets : consumers, businesses, intermediaries, sales force.

Promotion Direct Marketing : reaching consumers directly without intermediaries Direct Marketing Advantages : immediacy, personalize, refine and reduce waste, measurable Disadvantages : privacy, clutter Tools: Databases - lists Direct mail Telemarketing Home delivery Directories Advertising

Promotion Advertising : non-personal, paid communication conveyed through mass media to mass audience. non-personal Triad - advertiser, agency, media Objectives : build awareness, maintain image and sales, goodwill, increase traffic AIDA - awareness, interest, desire, action Oscar Meyer

Promotion Advertising Campaign Creative (The Big Idea) Media Print Broadcast Direct Outdoor Support Electronic Budget