Chap016

830 views
697 views

Published on

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
830
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Company: Dr. Pepper
  • See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix.
  • See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix. Emphasis today is on integrating traditional media with social media.
  • See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix.
  • See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix.
  • See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix. Classic Campaigns This slide shows the evolution of marketing campaigns from pulling onto heartstrings to shocking viewers to engaging customers. Ask students: Do you expect social media to continue to play a big part in marketing? How are campaigns like Dove ’s “Real Beauty” and Burger King’s “Subservient Chicken” gaining a new customer base?
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media Advertising is different from public relations, since advertising is paid and public relations is free.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media This information presented on this and the following slides are from Figure 16.3 on p. 438. If time permits, ask students to bring magazines and newspapers with examples of the above advertising categories.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media Before showing this slide ask students to guess the top five forms of advertising.
  • See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix. Dear Mr. Postman… This slide highlights the steps in launching a direct-mail campaign Direct-mail is the number one form of advertising, accounting for 21.6% of all ad dollars spent Ask students: Why is direct-mail so popular as a form of advertising? ( Answers may vary but students should understand that the cost of direct-mail and the ability to target specific demographic groups make direct-mail a popular choice.) Once students have discussed the benefits of direct-mail ask them about the drawbacks of this form of advertising. ( The main drawback to this form of advertising is that people will look at each mailer as just more junk and throw it in the trash can. )
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media Match Game This slide represents a few of the most recognized taglines in the U.S. It will be interesting to see how many students recognizes the taglines. Ask students: Do you know what products these taglines represent? Taglines are very important to a company’s advertising message. Companies want people to respond to their message, therefore these taglines must tell an individual how the product benefits them. Sara Lee GE Timex Smuckers Maxwell House Lays L'Oreal
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media It’s a Dog’s Life Dogs have been used in advertising for years. This slide highlights some of the famous and not-so-famous dogs used in advertising. Ask students: Why are dogs so popular in advertising?
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media Let’s Go to the Movies This slide shows examples of memorable product placement in 2011 Oscar nominated films. Ask students: Do you find product placements distracting? Do you not notice them at all? Do you think product placements help you choose products?
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media Infomercials are expected to rise to over $170 billion in 2014.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media Infomercial Hall of Fame This slide presents the biggest infomercial hits over the past 40 years. Ask students: Why are infomercials on the air? ( Simple, they work. It is estimated that infomercials make up 25 percent of all television commercials and that 66 percent of adults have watched them.) The following link is from YouTube and features the top ten worst infomercials of all time. Students love to watch this video and laugh at some of the products featured. (http://www.youtube.com/watch?v=duaiVk_aRgQ)
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media Online Experience Failing to deliver an online experience to customers may result in losing them. This slide shows ways to avoid a bad customer experience. Ask students: What are examples of company or product web sites you like? Navigate through sites mentioned and ask other students to chime in on why they think it’s a good customer experience.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media Social Scammers Although businesses want you to spread the word about their products through social media, some groups are using this trend to scam others. Ask students: Have they experienced strange requests or application problems? How else could you protect yourself and your friends from online scammers?
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media Socially Superior This slide shows 5 essentials to a successful online campaign. Ask Students: Have you seen the YouTube videos featuring Isaiah Mustafa and Old Spice products? Did you forward these videos to friends or have videos forwarded to you? (Here is a link to one of the commercials: http://www.youtube.com/watch?v=owGykVbfgUE.) Companies are implementing social media into their promotional plans and are creating web-exclusive content to engage customers.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media Culturally sensitive advertising is key to successful international marketing.
  • See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet and social media
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. Selling is about more than trying to convince someone to buy a product; it is about listening to the needs of the customer.
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes.
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. A key to B2B selling is qualifying customers, so that time is not wasted on customers who do not have a need.
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. Buy This! There are several strategies for selling that have been proven to work. Some of those are listed on this slide. Ask students to get into small groups or turn to a neighbor and discuss why they think these strategies work. Have students think about which of these strategies they think are the most successful (rank order) and support their answers. Ask students: Was it easy to rank order these? Do you think some are more effective than others? Why?
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. Whoops! There are several mistakes people make when trying to make the sale. Those are listed on this slide. Ask students: Have you ever decided not to purchase something because of a sales person? What made you not want to buy from that particular person?
  • See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes.
  • The four traditional elements of the promotion mix include: advertising, personal selling, public relations, and sales promotion. The the three most important advertising media in order of dollar spent are: direct mail, broadcast television, and cable TV networks. (Internet advertising is climbing quickly and may move to the upper ranks soon.) The seven steps in the B2B selling process are: (1) prospecting and qualifying, (2) pre-approach, (3) approach, (4) make presentation, (5) answer objections, (6) close sale, and (7) follow-up.
  • See Learning Goal 4: Describe the role of the public relations department, and show how publicity fits in that role.
  • See Learning Goal 4: Describe the role of the public relations department, and show how publicity fits in that role.
  • See Learning Goal 4: Describe the role of the public relations department, and show how publicity fits in that role.
  • See Learning Goal 5: Assess the effectiveness of various forms of sales promotion, including sampling.
  • See Learning Goal 5: Assess the effectiveness of various forms of sales promotion, including sampling. Information in this slide is based on Figure 16.8 on p. 452. Other forms of promotion listed in the figure are: cents-off promotions, premiums, bonuses, catalogs, special events and lotteries. Promotion needs to tie into the overall marketing strategy of the product being sold.
  • See Learning Goal 5: Assess the effectiveness of various forms of sales promotion, including sampling. Clip These Coupons are no longer only in the Sunday newspaper, now we have web sites dedicated to coupon clipping. First coupon was distributed in 1894 for Coca-Cola. Ask students: Have you clipped and used coupons? Where did you get the coupons used? Was clipping the coupon the motivation for trying the product? What was your experience? Would you have tried the product without the coupons? 4. Ask students: Would using coupons be a push or pull strategy? (Pull strategy)
  • The three steps in a public relations program include: (1) listen to the public, (2) develop policies and procedures in the public interest, and (3) tell people you ’re being responsive to their needs. External sales promotions to consumers rely on samples, coupons, cents-off deals, displays, store demonstrators, premiums, and other incentives. Internal sales promotion activities include sales training, sales aids, audiovisual displays, and trade shows.
  • See Learning Goal 5: Assess the effectiveness of various forms of sales promotion, including sampling.
  • See Learning Goal 6: Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work.
  • See Learning Goal 6: Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work. Tweeting, blogging, and podcasting are rapidly changing how products are promoted.
  • See Learning Goal 6: Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work.
  • See Learning Goal 6: Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work.
  • Viral marketing is a broad term that describes everything from paying customers to say positive things on the internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific Web sites. A blog (web log) is an online diary that allows the user to create and update with text, photos, or links to other sties. Podcasting is a means of distributing audio and video programs via the internet. In a push strategy, the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise. A pull strategy directs all advertising and sales promotion toward the consumer. The pick economy refers to those consumers who pick their products out from online outlets.
  • Chap016

    1. 1. Chapter 16 Using Effective PromotionsMcGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
    2. 2. ChapterSixteen LEARNING GOALS 1. Identify the new and traditional tools that make up the promotion mix. 2. Contrast the advantages and disadvantages of various advertising media, including the Internet and social media. 3. Illustrate the steps of the B2B and B2C selling processes. 16-2
    3. 3. ChapterSixteen LEARNING GOALS 4. Describe the role of the public relations department, and show how publicity fits in that role. 5. Assess the effectiveness of various forms of sales promotion, including sampling. 6. Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work. 16-3
    4. 4. Profile ANDREW MASON Groupon • Groupon grew faster than any e-company in history, from $740 million in 2010 to $4 billion in 2011. • Google offered $6 billion in December 2010, but Mason rejected the offer. • GrouponNow offers a variety of discounts via smartphone. 16-4
    5. 5. ChapterSixteen NAME that COMPANY This beverage company has 8.5 million Facebook fans. It posts two daily messages and then monitors how many times each message is reviewed, how many times it is shared, and what the fan response to the messages are. It also uses Facebook to test potential ads before airing them on traditional media like TV. Name that company! 16-5
    6. 6. Promotion andthe PromotionMix PROMOTION LG1 in an ORGANIZATION • Promotion Mix -- The combination of promotional tools an organization uses. The traditional mix includes: 16-6
    7. 7. Promotion andthe PromotionMix INTEGRATED MARKETING LG1 COMMUNICATION (IMC) • Integrated Marketing Communication (IMC) -- Combines the promotional tools into one comprehensive strategy. IMC is used to: - Create a positive brand image. - Meet the needs of consumers. - Meet the strategic marketing and promotional goals of the firm. 16-7
    8. 8. FRESH-BAKED PROMOTION Spotlight on Small Business• Amy Scherber of Amy’s Bread can’t afford to outsource her promotions, so she needs to get creative.• She sends newspaper editors stories about her company and has an assortment of company shirts.• She builds strong word-of-mouth by keeping in touch with her community members. 16-8
    9. 9. Promotion andthe PromotionMix STEPS in a LG1 PROMOTIONAL CAMPAIGN 1. Identify a target market 2. Define objectives 3. Determine a promotional budget 4. Develop a unifying message 5. Implement the plan 6. Evaluate effectiveness 16-9
    10. 10. Promotion andthe PromotionMix CLASSIC CAMPAIGNS LG1 Brilliant Marketing Ideas Source: Entrepreneur, February 2010 and Entrepreneur, February 2011. 16-10
    11. 11. Advertising:Informing,Persuading andReminding ADVERTISING in the FIRM LG2 • Advertising -- Paid, non- personal communication through various media by organizations and individuals who are in some way indentified in the message. • Major goals of advertising: - Inform - Persuade - Remind 16-11
    12. 12. Advertising:Informing,Persuading andReminding IMPACT of ADVERTISING LG2 • Total advertising expenditures exceed $241 billion yearly. • Consumers benefit because production costs of TV programs, radio programs, newspapers and magazines are paid for by advertisers. • Marketers choose ad media that will reach the target market. 16-12
    13. 13. Advertising:Informing,Persuading andReminding SOCIAL ADVERTISING LG2 • Social media advertising is growing so fast, marketers can’t keep up. • Starbucks has over 12 million followers on Twitter. • McDonald’s has over 7 million fans on Facebook. 16-13
    14. 14. Advertising:Informing,Persuading and MAJOR CATEGORIES ofReminding LG2 ADVERTISING Category What it is Retail From retail stores to consumers Trade From manufacturers to wholesalers and retailers c B2B From manufacturers to other manufacturers Institutional Creates a desirable image for an organization Product Creates a desirable image for a product or service 16-14
    15. 15. Advertising:Informing,Persuading and MAJOR CATEGORIES ofReminding LG2 ADVERTISING (Continued) Category What it is Advocacy Supports a particular view of an issue Comparative Compares competing products Customer-oriented ads that allows customers to Interactive choose information to receive Online Computer ads featured on different sites Mobile Ads that reach consumers on cell phones 16-15
    16. 16. Advertising:Informing,Persuading and ADVERTISING EXPENDITURE byReminding LG2 MEDIA in $ MILLIONS Projected 2010 Rank Media Spending 1 Direct Mail $52.3 2 Broadcast TV 36.8 3 Newspaper 23.4 4 Cable TV 27 5 Radio 15.9 6 Yellow Pages 11.9 7 Consumer Magazine 9.1 8 Internet 25.3 Other 39.7 Total 241.4 16-16
    17. 17. Promotion andthe PromotionMix DEAR MR. POSTMAN… LG1 Steps in Launching a Direct-Mail Campaign 1. Plan: What should your mailing accomplish? 2. Get the Right List: The better the list, the better your chance of success. 3. Stand Out: Make your ad like no other. 4. Get Help: Contact a marketing firm with direct mail experience. 5. Follow Up: One mailing is not enough. 16-17
    18. 18. Advertising:Informing,Persuading andReminding MATCH GAME LG2 Match the Company with the Slogan • “Everybody doesn’t like something, but nobody doesn’t like ___________.” • “We bring good things to life.” • “It takes a licking and keeps on ticking.” • “With a name like _________, it has to be good.” • “Good to the last drop.” • “Betcha can’t eat just one!” • “Because you’re worth it.” 16-18
    19. 19. Advertising:Informing,Persuading andReminding IT’S a DOG’S LIFE LG2 Famous and Not-so-Famous Dogs in Advertising 16-19
    20. 20. TelevisionAdvertising POPULAR ADVERTISING MEDIA LG2 • TV advertising is still the dominant media. • Digital Video Recorders (DVRs) challenge TV advertising because viewers can skip ads. • Product Placement -- Advertisers pay to put their products into TV shows and movies where the audience will see them. 16-20
    21. 21. TelevisionAdvertising LET’S GO to the MOVIES LG2 Memorable Product Placements of 2011 Source: Fortune, February 28, 2011. 16-21
    22. 22. Infomercialsand OnlineAdvertising INFOMERCIALS and LG2 ONLINE ADVERTISING • Infomercial -- A full length TV program devoted exclusively to promote a particular product. • Online ads are attempts to get potential customers to a web site to learn about a product. • Interactive Promotion -- Allows marketers to open a dialogue between buyers and sellers and let them work together to create a beneficial exchange. 16-22
    23. 23. Infomercialsand OnlineAdvertising INFOMERCIAL HALL of FAME LG2 The Biggest Hits Over the Past 40 Years • Veg-O-Matic • Ginsu Knives • The Clapper • Thigh Master • George Foreman Grill • Bowflex Source: Fortune, www.fortune.com, accessed July 2011. 16-23
    24. 24. Infomercialsand OnlineAdvertising ONLINE EXPERIENCE LG2 How to Avoid Losing Customers Over a Bad Web Site 1. Brand messaging is key. 2. Site must be easy to navigate. 3. Make sure calls to action are effective. 4. Users want fast, readable sites. 5. Users with disabilities should be able to navigate. Source: Entrepreneur, October 2010. 16-24
    25. 25. SOCIAL MEDIA COMPLEMENTS OTHER PROMOTION (Social Media in Business)• National Trust for Historic Preservation believes that investing in social media helps the Trust reach certain goals, such as building awareness for preservation.• Kassie Rempel of SimplySoles sends out hand written thank-you notes and increases social media accessibility. Both can help marketers relate to customers on a personal level. 16-25
    26. 26. SOCIAL SCAMMERS How to Protect Yourself From Schemers1. Be wary of requests for money transfers -- even from friends’ accounts.2. Be wary when you use applications. Don’t give unnecessary information.3. Use URL expanders to see Photo Courtesy of: Paul Klintworth the full address of links on friends’ pages. Source: Kiplinger’s Personal Finance, December 2010. 16-26
    27. 27. Using SocialMedia to Monitor MONITORINGAd Effectiveness LG2 AD EFFECTIVENESS • Dr. Pepper posts messages on Facebook and monitors the results from their over 8.5 million fans. • Richard Branson and Tony Hsieh all tweet their customer base to maintain two-way communication. Photo Courtesy of: Brent Moore 16-27
    28. 28. Using SocialMedia to MonitorAd Effectiveness SOCIALLY SUPERIOR LG2 Lessons From the Wisdom of the Old Spice Man 1. Create a strong persona. 2. Have customers play along through Twitter and Facebook. 3. Engage bloggers. 4. Personalize the experience. Photo Courtesy of: Dirk Houbrechts 5. Keep your videos short and sweet! Source: Entrepreneur, September 2010. 16-28
    29. 29. ELECTRONIC ETHICS (Making Ethical Decisions)You have received personal info on your phone about fellow workers, including your boss. You know that the info could lead to firing of those workers and managers. You also know that other workers have received the same info.Should you pass it along to your immediate supervisor or not?What are the ethical issues involved?What would you do?What do you expect to be the consequences of your actions? 16-29
    30. 30. GlobalAdvertising GLOBAL ADVERTISING LG2 • Requires marketers to develop a single product and promotional strategy to implement worldwide. • Problems can arise in global markets with using one advertising campaign in all countries - especially bad translations. 16-30
    31. 31. PROMOTION in RURAL INDIA (Reaching Beyond Our Borders)• Indias 700 million rural consumers are spending more than ever.• International brands are sending salesmen to reach these customers by giving free Castrol oil changes for tractors, passing out bowls of Nestlé noodles, and selling Unilever soaps.• These salesmen must be aware of social customs to be successful. 16-31
    32. 32. Personal Selling:ProvidingPersonal Attention PERSONAL SELLING LG3 • Personal Selling -- The face-to-face presentation and promotion of a product, including the salesperson’s search for new prospects and follow-up service. • Salespeople need to listen to customer needs, help reach a solution and do everything possible to make the transaction as simple as possible. 16-32
    33. 33. Steps in theSellingProcess STEPS in the SELLING PROCESS LG3 1. Prospect and qualify 2. Pre-approach 3. Approach 4. Make a presentation 5. Answer objections 6. Close the sale • Trial Close -- A statement or question that moves the process toward the purchase. 7. Follow up 16-33
    34. 34. Steps in theSellingProcess PROSPECTING and QUALIFYING LG3 in SELLING • Prospecting -- Researching potential buyers and choosing those most likely to buy. • Qualifying -- Making sure customers have a need for a product, the authority to buy and the willingness to listen to a sales message. • Prospect -- A customer who meets the qualifying criteria. 16-34
    35. 35. Steps in theSellingProcess BUY THIS! LG3 Successful Selling Strategies • Know your competition • Understand your customer’s business • Differentiate your product or service • Sell to the people most likely to buy • Build relationships • Put the right people in the right selling spots 16-35
    36. 36. Steps in theSellingProcess WHOOPS! LG3 Sales Slip-Ups • Not feeling the customer’s pain • Making money is the only goal • Seeing sales as just a job • Getting upset during the presentation • Failing to properly prepare or over-preparing • Not being yourself • Neglecting the relationship Source: Fortune Magazine. 16-36
    37. 37. The Business-to-ConsumerSales Process STEPS in the B2C LG3 SELLING PROCESS 16-37
    38. 38. ProgressAssessment PROGRESS ASSESSMENT • What are the four traditional elements of the promotion mix? • What are the three most important advertising media in order of dollars spent? • What are the seven steps in the B2B selling process? 16-38
    39. 39. Public Relations:BuildingRelationships USING PUBLIC RELATIONS in LG4 PROMOTION • Public Relations (PR) -- Evaluates public attitudes, changes policies and procedures in response to the public, and executes a program of action and information to earn public understanding and acceptance. • 3 steps of a good PR program: 1) Listen to the public 2) Change policies and procedures 3) Inform people you’re responsive to their needs 16-39
    40. 40. Publicity: TheTalking Arm ofPR PUBLICITY LG4 • Publicity -- Any information about an individual, product or organization that’s distributed to the public through the media and is not paid for or controlled by the seller. • Advantages of Publicity: - Free - Reaches people who would not look at an advertisement - More believable than advertising 16-40
    41. 41. Publicity: The DISADVANTAGES of PUBLICITYTalking Arm ofPR LG4 • No control over whether the media will use a story or when they may release it. • It can be good or bad. • Once a story has been run, it isn’t likely to run again. 16-41
    42. 42. Sales Promotion:Giving BuyersIncentives SALES PROMOTIONS LG5 • Sales Promotion -- The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities. • Categories of Sales Promotions: 1. B2B Sales Promotions 2. Consumer Sales Promotions 16-42
    43. 43. Sales Promotion:Giving BuyersIncentives SOME KEY LG5 CONSUMER PROMOTIONS • Coupons • Demonstrations • Sampling • Sweepstakes • In-store Displays • Contests 16-43
    44. 44. Sales Promotion:Giving BuyersIncentives CLIP THESE LG5 Most Visited U.S. Coupon Clearing Sites • Coupons, Inc • EverSave • RetailMeNot • CouponCabin 16-44
    45. 45. ProgressAssessment PROGRESS ASSESSMENT • What are the three steps in setting up a public relations program? • What are the sales promotion techniques used to reach consumers? • What sales promotion techniques are used to reach businesses? 16-45
    46. 46. Word of Mouthand OtherPromotional Tools USING WORD-of-MOUTH LG6 PROMOTION • Word-of-Mouth Promotion -- People tell others about products they have purchased. • Word-of-Mouth is important for products like: - Restaurants - Daycare and Eldercare - Car Repair Shops - Hair Stylists - Hotels 16-46
    47. 47. Viral Marketing EMERGING LG6 PROMOTIONAL TOOLS • Viral Marketing -- Paying customers to say positive things on the Internet or setting up multiple selling schemes whereby consumers get commissions. • People who promote through viral marketing often receive SWAG which can include free tickets, shirts, and other merchandise. 16-47
    48. 48. Blogging,Podcasting andE-mail BLOGS, PODCASTS,Promotions LG6 and E-MAILS • Blog -- Short for web log; an online diary that looks like a webpage, but is easier to create and update by posting text, photos, videos, or links. • Podcasting -- A way to distribute audio and video programs via the Internet. • Email promotions increase brand awareness among commercial suppliers. 16-48
    49. 49. Mobile Media MOBILE MEDIA LG6 • Marketers make use of cell phones to text customers about product offers and other company information. 16-49
    50. 50. PromotionalStrategies PUSH, PULL, AND PICK LG6 PROMOTIONAL STRATEGIES • Push Strategy -- Producers use advertising, personal selling, sales promotion, and other tools to get their products stocked on shelves. • Pull Strategy -- Directs heavy advertising and sales promotions efforts towards consumers and gets the public to request their products from retailers. • Pick Economy -- Refers to consumers who pick out their products from online outlets. 16-50
    51. 51. ProgressAssessment PROGRESS ASSESSMENT • What’s viral marketing? • What are blogging and podcasting? • Describe a push strategy, a pull strategy and the pick economy. 16-51

    ×