www.postitfirst.com








Advertising
◦ any paid form of nonpersonal presentation of ideas, goods
or services by an identified sponsor
P...
www.postitfirst.com


Percentage-of-Sales



Per-Unit Expenditure



All You Can Afford



Competitive Parity

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Research Approach



Ob...


Several factors affect the promotional mix:
◦
◦
◦
◦
◦
◦

Nature of the Product
Stage in the PLC
Target of the Promotion...
1.Identify and analyze the target market
2. Define advertising objectives
A. Specific, obtainable, measurable
B. Communica...
6.Create the advertising message
A. Consider type of media and platform
B. Copy and artwork
7.Execute the advertising camp...
www.postitfirst.com
www.postitfirst.com
www.postitfirst.com
1.Types
A. Press release
B. Feature article
C. Captioned photograph
D. Press conference
E. Letters to editor/editorials
F....


Objectives
◦ Resellers
◦ Consumers
◦ Employees

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Use with other mix elements



Sales promotion can not:
◦
◦
◦
◦

ge...


The Sales Process



Sales Strategy
◦
◦
◦
◦



account targeting strategy
relationship strategy
selling strategy
sale...
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Promotion strategies marketing

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"If you live in Advertising and you seek for any
services or product or you provide any services or products,
then submit your classified ad to POStITFirst.com.https://www.postitfirst.com"

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  • 4. See appropriation methods
    message content - affects the type of media (wordy vs pictures)
  • Account targeting strategy - classify accounts within a target market into categories for the purpose of developing strategic approaches for selling to each account (e.g., classify by size, complexity, growth rate, govt vs nongovt, etc.) For purpose of employing different relationship, selling, and sales channel strategies for different groups.
    Relationship strategy - determine type of relationship:
    transaction
    solutions
    partnership - preferred supplier position
    collaborative - work for mutual benefit of both businesses
    Selling strategy - stimulus-response; mental states; need satisfaction; problem-solving; consultative. These correspond with relationship strategy listed above.
    Sales channel strategy - company salesforce, industrial distributors, independent representatives, team selling, telemarketing, trade shows
    Sales Management Strategy - plan, lead, control (management functions)
  • Promotion strategies marketing

    1. 1. www.postitfirst.com
    2. 2.     Advertising ◦ any paid form of nonpersonal presentation of ideas, goods or services by an identified sponsor Personal Selling ◦ a paid form of personal presentation of ideas, goods or services by an identified sponsor Publicity ◦ any unpaid form of nonpersonal presentation of ideas, goods or services Sales Promotion ◦ an activity and/or material that acts as a direct inducement, offering added value or incentive for the product, to resellers, consumers or employees www.postitfirst.com
    3. 3. www.postitfirst.com
    4. 4.  Percentage-of-Sales  Per-Unit Expenditure  All You Can Afford  Competitive Parity  Research Approach  Objective and Task www.postitfirst.com
    5. 5.  Several factors affect the promotional mix: ◦ ◦ ◦ ◦ ◦ ◦ Nature of the Product Stage in the PLC Target of the Promotion Promotion Budget Nature of the Competition Marketing mix factors www.postitfirst.com
    6. 6. 1.Identify and analyze the target market 2. Define advertising objectives A. Specific, obtainable, measurable B. Communication and sales 3. Create the advertising platform 4. Determine the advertising appropriation 5. Develop the media plan A. Type of media B. Specific vehicles C. Reach and frequency D. Message content www.postitfirst.com
    7. 7. 6.Create the advertising message A. Consider type of media and platform B. Copy and artwork 7.Execute the advertising campaign 8.Evaluate the effectiveness of the advertising A. Extent of reaching objectives B. Testing procedures www.postitfirst.com
    8. 8. www.postitfirst.com
    9. 9. www.postitfirst.com
    10. 10. www.postitfirst.com
    11. 11. 1.Types A. Press release B. Feature article C. Captioned photograph D. Press conference E. Letters to editor/editorials F. Films/tapes/videos 2.Requirements 3.Limitations www.postitfirst.com
    12. 12.  Objectives ◦ Resellers ◦ Consumers ◦ Employees  Use with other mix elements  Sales promotion can not: ◦ ◦ ◦ ◦ generate long-term buyer commitment stop (except temporarily) declining sales compensate for lack of advertising or sales support convince buyers to purchase an unacceptable product www.postitfirst.com
    13. 13.  The Sales Process  Sales Strategy ◦ ◦ ◦ ◦  account targeting strategy relationship strategy selling strategy sales channel strategy Sales Management Strategy www.postitfirst.com
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