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Marketing PRINCIPLESMKT (BA) 325 Marketing<br />Week 4<br />TerySpataro<br />Email: spata425@regis.edu<br />Home Phone: 30...
Today’s Activities<br /><ul><li>Review “The Product YOU!”
Promotion
The Roadmap</li></li></ul><li>Learning Topics<br /><ul><li>Promotion: Personal selling, Mass selling, Sales promotion
Integrating marketing plans into business</li></li></ul><li>Questions<br /><ul><li>What are some of the problems you encou...
Promotion<br /><ul><li>What is promotion?
Mass selling
Direct or Personal selling
Sales promotion and publicity</li></li></ul><li>Think About This<br />Be dynamic. Continually assess, refine and innovate....
Acquisition<br />Retention<br />B2B or B2C<br />Awareness<br />Interest<br />Desire<br />Action<br />Above the line – is a...
Guiding  Questions<br />Ideas<br />Forms of E-Marketing Promotion Tactics<br />Above-the-line, Integrated, Below-the-line,...
Print
Radio
Out of Home</li></ul>Website<br />Content site<br />Banner<br />eCommerce<br />Email<br />E-Newsletter<br />Digital coupon...
Know Your Customer<br />
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Week4 Regis MKT325 Marketing Principles 06--4-11

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Promotion strategy and tactics, marketing roadmap, final needs for marketing plan presentation

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Transcript of "Week4 Regis MKT325 Marketing Principles 06--4-11"

  1. 1. Marketing PRINCIPLESMKT (BA) 325 Marketing<br />Week 4<br />TerySpataro<br />Email: spata425@regis.edu<br />Home Phone: 303-554-4444<br />Mobile: 917-554-8908<br />Skype; teryspataro<br />Twitter: @tery<br />Facebook: facebook.com/teryspataro<br />LinkedIn: Linkedin.com/ins/terys<br />June 4, 2011<br />
  2. 2. Today’s Activities<br /><ul><li>Review “The Product YOU!”
  3. 3. Promotion
  4. 4. The Roadmap</li></li></ul><li>Learning Topics<br /><ul><li>Promotion: Personal selling, Mass selling, Sales promotion
  5. 5. Integrating marketing plans into business</li></li></ul><li>Questions<br /><ul><li>What are some of the problems you encountered with your marketing plan?</li></li></ul><li>Promotion<br />
  6. 6. Promotion<br /><ul><li>What is promotion?
  7. 7. Mass selling
  8. 8. Direct or Personal selling
  9. 9. Sales promotion and publicity</li></li></ul><li>Think About This<br />Be dynamic. Continually assess, refine and innovate.<br />Your consumers are telling you where to take<br />them. Are you paying attention?<br />Listening is essential to finding the story about<br />your brand from your consumers. <br />And enables trend analysis. – The Nielsen Company<br />Consumers listen more to each other than to you.<br />Doesn’t mean Brands have to take a passive stand,<br />there is an opportunity to learn more. – Fast Company<br />Your consumers’ actions speak more about <br />their intent than their voice.<br />“63% of consumers use the internet first for information about local companies and 82% use search engines.” – Webvisible & Nielsen.<br />It’s still about the message. Tools just transmit.<br />Don’t loose the meaning to the message. – Marshall McLuhan<br />
  10. 10. Acquisition<br />Retention<br />B2B or B2C<br />Awareness<br />Interest<br />Desire<br />Action<br />Above the line – is aimed at mass audiences. Usually paid advertising is attributed. For digital this includes: web banners and paid search. Integrated marketing is part of the strategy. Integrated marketing utilizes traditional and digital tactics with the same message to the same audiences.<br />Below the line – is direct towards a specific audience. Digital below-the-line include email and e-newsletter, mobile application, digital coupon, branded applications, social media and social networks, product placement in videos, games, social media, and content web sites, and multi-touch and kiosks.<br />
  11. 11. Guiding Questions<br />Ideas<br />Forms of E-Marketing Promotion Tactics<br />Above-the-line, Integrated, Below-the-line, Indirect<br />{<br />Traditional<br />PR<br />Advertising<br /><ul><li>TV
  12. 12. Print
  13. 13. Radio
  14. 14. Out of Home</li></ul>Website<br />Content site<br />Banner<br />eCommerce<br />Email<br />E-Newsletter<br />Digital coupon<br />Web<br />{<br />Organic<br />Paid<br />Search<br />{<br />Blog<br />Video<br />Podcast<br />Social media<br />Social network<br />Social<br />{<br />Mobile app<br />QR Code<br />Widget<br />Kiosk<br />Multi-touch<br />Mobile<br />Applications<br />Environmental<br />
  15. 15. Know Your Customer<br />
  16. 16. Class ExerciseSelf Promotion<br />
  17. 17. 2010 Digital Promotion Tactical Plan <br />Timeline/Budget:<br />
  18. 18. Organization Chart<br />Business<br />
  19. 19. Organization Chart<br />
  20. 20. The Roadmap<br /><ul><li>Your presentation
  21. 21. 9 slides / 20 minutes
  22. 22. Executive Summary
  23. 23. Customer Analysis
  24. 24. Market Situation
  25. 25. Objectives & Goals
  26. 26. Product Strategy
  27. 27. Place Strategy
  28. 28. Price Strategy
  29. 29. Promotion Strategy
  30. 30. Project P&L & Controls</li>
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