2. Promotion (Marketing Communications) Mix
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
5. Promotion Mix Strategy
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
6. Advertising Campaign Strategy
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
7. Advertising Campaign Strategy - Continued
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
10. Top Ten Web Properties
Hosting Online Advertising
11. Publicity Strategy
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
12. Sales Promotion Strategy
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
13. Personal Selling Strategy
The Sales Process
Sales Strategy
account targeting strategy
relationship strategy
selling strategy
sales channel strategy
Sales Management Strategy
Editor's Notes
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)
