Marketing

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Marketing Techniques

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Marketing

  1. 1. * * * 16-1 1-1 ** Effective Promotional Techniques * * *
  2. 2. * * * 16-2 Traditional Promotional Mix Personal Selling Sales Promotion Public Relations Advertising Product
  3. 3. * * * 16-3 Steps In A Promotional Campaign 1. Identify the target market 2. Define the objectives 3. Determine the promotional budget 4. Develop a unifying message 5. Implement the plan 6. Evaluate effectiveness
  4. 4. * * * 16-4 Objectives of Integrated Marketing • Build Brand Equity • Provide Information • Manage Demand & Build Sales • Differentiate Products • Influence Perceptions, Attitudes, & Buyer Behavior
  5. 5. * * * 16-5 Advertising • Advertising media: Newspaper, television, radio, magazines, outdoor, direct mail, yellow-pages, Internet • The growing use of Infomercials • Moving to the Internet • Global advertising
  6. 6. * * * 16-6 Century’s Top Ad Jingles • “You deserve a break today” • “Be all you can be” • “Pepsi-Cola hits the spot” • “Mm Mm good!” • “See the USA in your Chevrolet” • “I wish I were an Oscar Mayer wiener” • “A little dab’ll do ya” • “Double your pleasure, double your fun” • “It’s the real thing” • “Winston tastes good like a cigarette should” Source: Advertising Age
  7. 7. * * * 16-7 Do Blatantly Sexy Ads Turn You Off? 4 5145 4 72 24 0 10 20 30 40 50 60 70 80 Strongly/Somewhat Agree Strongly/Somewhat Disagree Don't Know Percent Men Women Source: USA Today
  8. 8. * * * 16-8 Total Direct Advertising Expenditures 142.1 153 164.1 231.4 263.7 271 0 50 100 150 200 250 300 1996 1997 1998 2002 2004 2005 Source: The Direct Marketing Association, Advertising Age (accessed August 10, 2006)
  9. 9. * * * 16-9 Money Spent to Place Products $2.0 $2.1 $2.5 $3.4 $4.1 $0.0 $0.5 $1.0 $1.5 $2.0 $2.5 $3.0 $3.5 $4.0 $4.5 2001 2002 2003 2004 2005 In Billions Source: PQ Media
  10. 10. * * * 16-10 Total Advertising Expenditures By Media $2,623 $2,652 $5,328 $6,499 $8,912 $9,527 $18,036 $0 $5,000 $10,000 $15,000 $20,000 Syndicated TV Internet Spot TV Local Newspaper Cable TV network Magazine Network TV Source: Advertising Age, 2005 Expenditures of 100 Leading National Advertisers
  11. 11. * * * 16-11 Ad Spending Growth 25.2% 13.7% 13.3% 11.0% 9.8% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% Local Magazine Sunday Magazine Internet Cable TV Network Outdoor Source: Advertising Age, 2005
  12. 12. * * * 16-12 Infomercials Grossing Over 1 Billion 0 0.5 1 1.5 2 2.5 Proactiv Bowflex Total Gym Soloflex George Foreman Grill Ron Popeil's Rotisserie & BBQ In Billions Source: Business 2.0, June 2005
  13. 13. * * * 16-13 U.S. Online Ad Spending 0 1 2 3 4 5 6 7 8 9 1998 1999 2000 2001 2002 2003 2004 2005 Source: Investors.com; Advertising Age, 2005
  14. 14. * * * 16-14 Steps in the Selling Process (B2C) Start Approach Ask questions Make presentation Close sale Follow up
  15. 15. * * * 16-15 Steps in the Selling Process (B2B) 1. Prospect and Qualify 2. Preapproach 3. Approach 4. Make Presentation 5. Answer Objections 6. Close Sale 7. Follow Up
  16. 16. * * * 16-16 Public Relations Steps • Listen to the public. • Change policies and procedures. • Inform people that you’re being responsive to their needs. Publicity • Free • More Effective Than Advertising • Believable • No Control • No Repetition
  17. 17. * * * 16-17 Sales Promotion Techniques B2B • Trade Shows • Portfolios • Deals • Catalogs • Conventions B2C • Coupons • Cents-off Promotions • Sampling • Premiums • Sweepstakes • Contests • Bonuses • Catalogs • Demonstrations • Special Events • Lotteries • In-store Displays
  18. 18. * * * 16-18 Tips on Issuing Coupons • Coupons can be used as a “Thank you for buying” or a “Stop and try us.” • The value must be enough to attract customers. • Use coupon promotions sparingly. • Get professional help to get maximum exposure. • Color-code your coupons for different groups that use them.
  19. 19. * * * 16-19 Coupon Statistics Average Face Value • 93 cents (2004); 46 cents (1990) Amount saved in 2004 • $2.9 billion Number of coupons redeemed in America in 2004 • 3 billion Coupons rank 2nd as purchase motivators (Largest: Free Samples) Source: St. Louis Post-Dispatch Everyday, July 2005
  20. 20. * * * 16-20 Sales Promotion • Internal & External • Sampling • Word-Of-Mouth • Viral Marketing/Swag • Blogging • Podcasting
  21. 21. * * * 16-21 Putting it all Together • Convince wholesalers and retailers to stock and sell • Producer uses advertising, personal selling, sales promotion to convince the intermediaries • Idea is to push the product through the distribution system to the stores • Heavy advertisements and sales promotion efforts • Directed at consumers so that they will request the products from retailers • Products are pulled down through the distribution system

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