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Slide 1:

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. The Tools of Marketing Communications Mix Personal Presentations by a Firm’s Sales Force Direct Communications With Individuals to Obtain an Immediate Response Short-term Incentives to Encourage Sales Building Good Relations with Various Publics by Obtaining Favorable Unpaid Pubblicity

Promotional Tools:

Promotional Tools

Promotional Tools:

Promotional Tools

Promotional Tools and its characteristics:

Promotional Tools and its characteristics Special Events News Speeches Public Service Activities Web Site Written Materials

Promotional Tools and its characteristics:

Promotional Tools and its characteristics

Promotional Tools and its characteristics:

Promotional Tools and its characteristics

Forms of Direct Marketing:

Forms of Direct Marketing Involves mailing of letters, ads, samples, foldouts, and other “salespeople on wings.” Using the telephone to sell directly to consumers Direct-response advertising - Direct marketers air television spots, often 60 or 120 seconds long Home shopping channels- Television programs or entire channels dedicated to selling goods and services. Conducted through interactive on-line computer services, two-way systems that link consumers with sellers electronically

Factors in Setting the Promotion Mix:

Factors in Setting the Promotion Mix Promotional Mix Push or Pull Strategy Type of Product/Market Product Life-Cycle Stage Buyer Readiness Stage

Factors in Setting the Promotion Mix:

Factors in Setting the Promotion Mix Consumer goods Industrial goods

Slide 10:

15- 10 Factors in Setting the Promotion Mix Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels. Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up ( Pull ) Consumer Demand.

Factors in Setting the Promotion Mix:

Factors in Setting the Promotion Mix Promotional cost effectiveness Stages of buyer readiness

Slide 12:

Introduction stage Advertising and Public relations - high awareness Sales promotion – promoting early trial Personal selling – to gain distribution coverage Growth stage Advertising & Public relations – powerful influences Sales promotion – can be reduced Maturity stage Sales promotion – becomes important Advertising –to remind of the product Decline stage Advertising – kept at a reminder Public relation - dropped Sales promotion – might continue strong

THANK YOU!:

THANK YOU!