Chapter 16 Promoting Products Using Integrated and Interactive Marketing Communication

The Importance of Marketing Communication and Promotion n The Promotion Mix – Promotion tools – Organization uses

Personal & Business-To- Business Selling n Steps in Selling Process – Prospect and Quality – Pre-approach – Approach – Make presentation – Answer objections – Close sale – Follow-up

Public Relations and Publicity n Public Relation – Listen to the public – Develop policies and procedures in the public interest – Inform people that you’re being responsive to their needs

Publicity n Advantages – It’s fee – It’s more believable – Publicity reaches a broader market n Disadvantages – You have no control – It does not last

Word of Mouth n Promotional gimmicks; fairs, clowns, music, etc. n Clever or funny advertising n Asking or paying people n Providing a quality product or service n QUALITY

Advertising n The Importance of Advertising – Television – Newspaper – Direct Mail n Advertising Using Infomercials

n Using Technology in Advertising and Promotion – Interactive T.V. – CD-ROM n Using On-Line Computer Services in Advertising n Customized Advertising Versus Global Advertising

Preparing the Promotion Mix n Promotional Strategies n The Age of Interactive Marketing

Integrated Marketing Communication n Interactive Marketing On the Internet n Marketing Services On the Internet n The New Interactive Media