Professional Documents
Culture Documents
Advertising any paid form of nonpersonal presentation of ideas, goods or services by an identified sponsor Personal Selling a paid form of personal presentation of ideas, goods or services by an identified sponsor Publicity any unpaid form of nonpersonal presentation of ideas, goods or services Sales Promotion an activity and/or material that acts as a direct inducement, offering added value or incentive for the product, to resellers, consumers or employees
Promotion-Expenditure Strategy
Nature of the Product Stage in the PLC Target of the Promotion Promotion Budget Nature of the Competition Marketing mix factors
6. Create the advertising message A. Consider type of media and platform B. Copy and artwork
Publicity Strategy
1. Types A. Press release B. Feature article C. Captioned photograph D. Press conference E. Letters to editor/editorials F. Films/tapes/videos 2. Requirements 3. Limitations
Objectives
generate long-term buyer commitment stop (except temporarily) declining sales compensate for lack of advertising or sales support convince buyers to purchase an unacceptable product
account targeting strategy relationship strategy selling strategy sales channel strategy