basic marketing ali
TRANSCRIPT
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 1/11
ADVERTISING
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 2/11
Definition
The Marketing
Communications
Mix The specific mix
of advertising, personal
selling, sales promotion, and
public relations a companyuses to pursue its
advertising and marketing
objectives.
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 3/11
Integrated Marketing Communications*
Company Carefully Integrates and Coordinates Its Many
Communication Channels to Deliver a Clear, Consistent,
Compelling Message.
Theimage cannotbe displayed.Your computer may nothaveenough memory toopen theimage,or theimagemay havebeen corrupted.Restartyour computer,and then open thefileagain.If thered x stillappears,you may havetodeletethe imageand then insertit again.
Message
AdvertisingSales Promotion
Events and
Experiences
Public Relations
And
Publicity
Direct Marketing
Personal Selling
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 4/11
COMMON COMMUNICATION PLATFORMS
Advertising:
Print and broadcast ads
Packaging outer
Packaging inserts
Motion PicturesBrochures and Booklets
Posters and Leaflets
Directories
Reprints of ads
Billboards
Display signsPoint-of-purchase displays
Audiovisual material
Symbols and logos
Videotapes
Sales Promotion
Contests,games,sweepstakes,
lotteries.
Premiums and Gifts
SamplingFairs and trade shows
Exhibits
Demonstrations
Coupons
Rebates
Low-Interest financingEntertainment
Trade-in-allowances
Continuity programs
Tie-ins
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 5/11
COMMON COMMUNICATION PLATFORMS
Events/Experiences:
Sports
Entertainment
Festivals
ArtsFactory tours
Company museums
Street Activities
Public Relations:
Press Kits
Speeches
Seminars
Annual ReportsCharitable Donations
Publications
Community Relations
Lobbying
Identity Media
Company magazine
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 6/11
COMMON COMMUNICATION PLATFORMS
Personal Selling:
Sales presentations
Sales meetings
Incentive programs
SamplesFairs and Trade shows
Direct Marketing:
Catalogs
Mailings
Telemarketing
Electronic ShoppingTV shopping
Fax mail
Voicemail
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 7/11
PROMOTIONAL MIX-CHARACTERISTICS
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 8/11
Factors in Developing Promotion Mix
Strategies
Type of Product/ Market Buyer/ Readiness Stage
Product Life-Cycle Stage
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 9/11
Promotion Mix Strategies
Push Strategy Pull Strategy
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 10/11
Push vs. Pull Promotion Strategy
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 11/11
Measuring Communication Results