1. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 1 Spreading the Message: Promotional Strategies

2. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 2 What Is Promotion? Promotional strategy –Direct interaction –Indirect interaction Promotional goals Product variables Promotional mix

3. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 3 Promotional Goals Informing Persuading Reminding

4. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 4 The Promotional Mix Personal selling Advertising Direct marketing Sales promotion Public relations

5. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 5 Elements of Promotion Personal selling Advertising Direct marketing Sales promotion Public relations

6. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 6 Product Variables Complexity Familiarity Price Life cycle

7. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 7 Market Variables Target Market –Size –Concentration Marketing strategy –Push –Pull

8. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 8 Personal Selling Customer-oriented marketing Partnering with customers

9. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 9 Types of Sales Personnel Order getters Order takers Sales support

10. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 10 Support Functions Missionary sales Technical sales Trade sales

11. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 11 Personal Selling Process 1. Prospecting 2. Preparing 3. Approaching 4. Presenting 5. Handling objections 6. Closing 7. Following up

12. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 12 Advertising and Direct Marketing Product awareness Product image Consumer demand

13. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 13 Types of Advertising Product Institutional National and local Word-of-mouth Stealth

14. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 14 Advertising Appeals Emotional Logical Celebrity Sex

15. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 15 Advertising Media Media plan Media mix

16. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 16 Major Advertising Media Newspapers Television Direct mail E-mail Radio Magazines Internet

17. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 17 Developments in E-Mail Marketing Can SPAM Act 2003 –Legitimate marketers –SPAM marketers

18. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 18 Developments in Online Media Display ads Search engine ads Blog ads

19. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 19 Sales Promotion Consumer promotion Trade promotion

20. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 20 Consumer Sales Promotion Coupons Rebates Point-of-purchase Special-event sponsoring Cross-promotions Samples Premiums Specialty advertising

21. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 21 Trade Sales Promotion Trade allowances Display premiums Contests or sweepstakes Travel bonus programs

22. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 22 Public Relations Professional firms Press relations News releases News conferences

23. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 23 Integrated Marketing Communications Public relations Personal selling Advertising Direct marketing Sales promotion