Mensur Boydaş, Vahdi Boydaş: Marketing communication lecture

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Mensur Boydaş, Vahdi Boydaş

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Mensur Boydaş, Vahdi Boydaş: Marketing communication lecture

  1. 1. Retailers
  2. 2. Marketing Promotion (marketing communications)
  3. 3. The marketing communication mix • Advertising(TV, press, sponsorship, etc.) – Strategy: message (hard vs. soft sell) and media(ad placing). • Sales Promotions (e.g. samples, leaflets, gifts, etc.) – Cross promotion (e.g. Flying and credit card—Air Canada, e.g. Mr.Clean Magic Eraser with Crayons’ hand paint for kids) – Point-of-Sale [POS] (stands, e-POS: screens on site), shelf flags, etc.) • PR (Public Relations) (e.g. events, press releases, etc.) – Stakeholder focus – Crisis management – Non-commercial and thus more believable
  4. 4. Sponsorship
  5. 5. The marketing communication mix • Personal Selling – Sales force – Stealth marketing • Packaging – Functionality and innovation/experience • Direct Marketing – Data-based: past purchase behavior – CRM
  6. 6. (I)ntegrated (M)arketing (C)ommunication Consistent message/theme/idea throughout all points of contact PR Singleminded proposition (coherent message) Advertising: media and creative coherence. Direct marketing (internet, telemarketing, direct mail, etc.) Packaging/serviceescape
  7. 7. Product positioning Revitalizes body and mind Slogan Gives you WIIINGS
  8. 8. I.M.C.
  9. 9. The marketing MIX Consumable Product/service Marketing manager role Feedback via Research 4/7 P’s
  10. 10. The Marketing Mix Market Segment Product Overlap Promotion Place Overlap Overlap Price (Positioning)

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