Spreading the Message: Promotional Strategies

Prentice Hall, 2007

Excellence in Business, 3e

Chapter 15 - 1

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

Promotional Goals
Informing Persuading Reminding

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Excellence in Business, 3e

Chapter 15 - 3

The Promotional Mix

Personal selling Advertising Direct marketing Sales promotion Public relations

Prentice Hall, 2007

Excellence in Business, 3e

Chapter 15 - 4

Elements of Promotion
Personal selling Advertising Direct marketing Sales promotion Public relations

Prentice Hall, 2007

Excellence in Business, 3e

Chapter 15 - 5

Product Variables
Complexity Familiarity Price Life cycle

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Excellence in Business, 3e

Chapter 15 - 6

Market Variables
Target Market
Size Concentration Marketing strategy Push Pull
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Personal Selling
Customer-oriented marketing Partnering with customers

Prentice Hall, 2007

Excellence in Business, 3e

Chapter 15 - 8

Types of Sales Personnel

Order getters Order takers Sales support

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Excellence in Business, 3e

Chapter 15 - 9

Support Functions
Missionary sales Technical sales Trade sales

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Excellence in Business, 3e

Chapter 15 - 10

Personal Selling Process

1. Prospecting 2. Preparing 3. Approaching 4. Presenting 5. Handling objections 6. Closing 7. Following up
Prentice Hall, 2007 Excellence in Business, 3e Chapter 15 - 11

Advertising and Direct Marketing

Product awareness
Product image

Consumer demand

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Excellence in Business, 3e

Chapter 15 - 12

Types of Advertising
Product Institutional National and local Word-of-mouth Stealth

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Excellence in Business, 3e

Chapter 15 - 13

Advertising Appeals
Emotional Logical Celebrity Sex

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Excellence in Business, 3e

Chapter 15 - 14

Advertising Media
Media plan Media mix

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Excellence in Business, 3e

Chapter 15 - 15

Major Advertising Media

Newspapers Television Direct mail E-mail Radio Magazines Internet
Excellence in Business, 3e Chapter 15 - 16

Prentice Hall, 2007

Developments in E-Mail Marketing

Can SPAM Act 2003 Legitimate marketers SPAM marketers

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Excellence in Business, 3e

Chapter 15 - 17

Developments in Online Media

Display ads Search engine ads Blog ads

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Excellence in Business, 3e

Chapter 15 - 18

Sales Promotion
Consumer promotion Trade promotion

Prentice Hall, 2007

Excellence in Business, 3e

Chapter 15 - 19

Consumer Sales Promotion

Coupons Rebates Point-of-purchase Special-event sponsoring Cross-promotions Samples Premiums Specialty advertising
Excellence in Business, 3e Chapter 15 - 20

Prentice Hall, 2007

Trade Sales Promotion

Trade allowances Display premiums Contests or sweepstakes Travel bonus programs

Prentice Hall, 2007

Excellence in Business, 3e

Chapter 15 - 21

Public Relations
Professional firms Press relations News releases News conferences

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Excellence in Business, 3e

Chapter 15 - 22

Integrated Marketing Communications

Public relations Personal selling Advertising Direct marketing Sales promotion

Prentice Hall, 2007

Excellence in Business, 3e

Chapter 15 - 23