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Increase your Direct Mail and Advertising Campaign response rate via the use of promotional products.
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07 Improve Direct Mail Response
Promotional products can improve direct mail response rates and lead conversion. A study found that including a promotional product with a direct mail campaign increased response rates by 50% and generated four times as many responses compared to a sales letter alone. Promotional products also reduced the cost per response by two-thirds. These items are useful to recipients and repeat the company's message many times without additional advertising costs. The document provides an overview of promotional products and their ability to promote brands and improve marketing campaigns.
11 Build Customer Goodwill
Promotional products are items used to promote and advertise companies, products, and services. A study found that sending educators a calculator with a letter led to greater feelings of goodwill towards the company compared to a highlighter pen or letter only. Promotional products are effective because they are useful to recipients and expose the company message multiple times without additional cost each time the product is used.
09 Employee Awards And Incentives
Promotional products are items used to promote companies, services, or programs. A 1994 study found that employees like awards and incentives and work harder to earn them. A 1999 study revealed that incentive programs are effective and that businesses spend $23 billion annually on merchandise and travel incentives. Promotional products are effective because they carry a repeated message to recipients who find them useful.
J4 Promo Power Point
This document discusses how promotional products or "ad specialties" can benefit marketing efforts. Some key points made include:
- Ad specialties make impressions, stay top of mind, have long-lasting effects, and provide a higher perceived value than other media at a lower cost per impression.
- Studies show that recipients of ad specialties are more likely to do business with or refer the advertiser compared to those who did not receive a product.
- Including an ad specialty can increase response rates to direct mail by 50% and draw 500% more referrals than an appeal letter alone.
- Ad specialties help improve the effectiveness of other advertising campaigns, tradeshow marketing, and direct mail promotions.
Marketing Mix
The document discusses the marketing mix, which consists of 4 Ps - product, price, place, and promotion. It is a combination of marketing tools used by companies to satisfy customers and achieve organizational goals. Product refers to the goods or services offered for sale. Price is the amount customers pay for the product. Place includes the distribution channels that make products available. Promotion comprises the communication activities that persuade people to buy the products.
Marketing mix
The document discusses the marketing mix, which refers to the set of tactical marketing actions that a company uses to promote its brand. It is made up of 4 Ps - product, price, place, and promotion. Product involves attributes like quality, design features. Price determines retail and wholesale costs. Place handles distribution and availability. Promotion includes advertising, personal selling, and public relations. Together these 4Ps must satisfy customer needs and achieve organizational objectives. The marketing mix is designed by marketers and combines these elements.
03 marketing mix
The document discusses the marketing mix principles known as the 4Ps - Product, Price, Place, and Promotion. It explains that the 4Ps are controllable variables that must meet the needs of the target market. Each element of the marketing mix is interlinked and must support the others. Pricing generates revenue for the organization, while the other 3Ps represent variable costs. The promotional mix communicates the benefits of products and services to the target market through advertising, public relations, sales promotions, personal selling, and digital channels. Distribution involves getting products to consumers through direct or indirect channels.
Presentation on 4 p's
The document discusses the marketing mix, also known as the 4Ps of marketing - product, price, promotion, and place. It explains that the marketing mix refers to the combination of marketing activities and tactics that a company uses to meet the needs of its target market. Each of the 4Ps is then defined in 1-2 sentences, with price referring to how a product is priced, place referring to distribution channels, product referring to the product or service itself, and promotion referring to marketing communication methods. Students are then assigned to groups to focus on applying one of the 4Ps to a specific product.
Recommended
07 Improve Direct Mail Response
Promotional products can improve direct mail response rates and lead conversion. A study found that including a promotional product with a direct mail campaign increased response rates by 50% and generated four times as many responses compared to a sales letter alone. Promotional products also reduced the cost per response by two-thirds. These items are useful to recipients and repeat the company's message many times without additional advertising costs. The document provides an overview of promotional products and their ability to promote brands and improve marketing campaigns.
11 Build Customer Goodwill
Promotional products are items used to promote and advertise companies, products, and services. A study found that sending educators a calculator with a letter led to greater feelings of goodwill towards the company compared to a highlighter pen or letter only. Promotional products are effective because they are useful to recipients and expose the company message multiple times without additional cost each time the product is used.
09 Employee Awards And Incentives
Promotional products are items used to promote companies, services, or programs. A 1994 study found that employees like awards and incentives and work harder to earn them. A 1999 study revealed that incentive programs are effective and that businesses spend $23 billion annually on merchandise and travel incentives. Promotional products are effective because they carry a repeated message to recipients who find them useful.
J4 Promo Power Point
This document discusses how promotional products or "ad specialties" can benefit marketing efforts. Some key points made include:
- Ad specialties make impressions, stay top of mind, have long-lasting effects, and provide a higher perceived value than other media at a lower cost per impression.
- Studies show that recipients of ad specialties are more likely to do business with or refer the advertiser compared to those who did not receive a product.
- Including an ad specialty can increase response rates to direct mail by 50% and draw 500% more referrals than an appeal letter alone.
- Ad specialties help improve the effectiveness of other advertising campaigns, tradeshow marketing, and direct mail promotions.
Marketing Mix
The document discusses the marketing mix, which consists of 4 Ps - product, price, place, and promotion. It is a combination of marketing tools used by companies to satisfy customers and achieve organizational goals. Product refers to the goods or services offered for sale. Price is the amount customers pay for the product. Place includes the distribution channels that make products available. Promotion comprises the communication activities that persuade people to buy the products.
Marketing mix
The document discusses the marketing mix, which refers to the set of tactical marketing actions that a company uses to promote its brand. It is made up of 4 Ps - product, price, place, and promotion. Product involves attributes like quality, design features. Price determines retail and wholesale costs. Place handles distribution and availability. Promotion includes advertising, personal selling, and public relations. Together these 4Ps must satisfy customer needs and achieve organizational objectives. The marketing mix is designed by marketers and combines these elements.
03 marketing mix
The document discusses the marketing mix principles known as the 4Ps - Product, Price, Place, and Promotion. It explains that the 4Ps are controllable variables that must meet the needs of the target market. Each element of the marketing mix is interlinked and must support the others. Pricing generates revenue for the organization, while the other 3Ps represent variable costs. The promotional mix communicates the benefits of products and services to the target market through advertising, public relations, sales promotions, personal selling, and digital channels. Distribution involves getting products to consumers through direct or indirect channels.
Presentation on 4 p's
The document discusses the marketing mix, also known as the 4Ps of marketing - product, price, promotion, and place. It explains that the marketing mix refers to the combination of marketing activities and tactics that a company uses to meet the needs of its target market. Each of the 4Ps is then defined in 1-2 sentences, with price referring to how a product is priced, place referring to distribution channels, product referring to the product or service itself, and promotion referring to marketing communication methods. Students are then assigned to groups to focus on applying one of the 4Ps to a specific product.
Ms 06 marketing for managers (2)
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
help.mbaassignments@gmail.com
or
call us at : 08263069601
Marketing Notes
Marketing involves communicating the value of products and services to customers in order to sell them. Key marketing activities include market research, pricing, packaging, branding, sales promotion, advertising, and distribution. Market research gathers information about customers and markets. Pricing determines what a company will receive in exchange for products based on factors like costs and competition. Packaging encloses and protects products for distribution, storage, sale, and use. Branding creates a unique name and image for a product through consistent advertising themes.
By natheshea hanleyyy
This document defines and describes various types of promotion. It discusses product promotion to build relationships with customers, institutional promotion to create a favorable business image, advertising through various media to get people to buy products, direct marketing targeted at specific groups, sales promotions using activities other than advertising to encourage purchases, the role of public relations in relating to the public and providing information, how news releases and publicity bring organizational information to public attention, and different sales promotion techniques like combinations of promotions, consumer promotions, coupons, and premiums.
Marketing mix
The document discusses the marketing mix, which refers to the set of controllable variables and tactics that a company uses to promote its brand in the market. It identifies the four main elements of the traditional marketing mix as the 4Ps: Product, Price, Place, and Promotion. Each P encompasses various marketing variables. For example, Product includes attributes like quality, design, brand name, and packaging. The marketing mix framework helps companies allocate resources, assign responsibilities, analyze costs and benefits, and communicate effectively. An alternative model, the 4Cs, adopts a customer-centric perspective by focusing on customer solution, cost, convenience, and communication. Factors like the target market and competition influence how companies develop their unique marketing mix
Marketing mix
Marketing is the process of moving goods and services from their conception to customers. It involves the marketing mix - the set of tactical actions used to promote a brand through its product, price, place, and promotion. Product refers to the functions, features, packaging, quality and branding of goods and services. Price is the amount customers pay to enjoy a product. Place describes how products get from producers to consumers and where they can be accessed. Promotion strategies make consumers aware of products and services.
Marketing mix
The 4 P's of marketing are product, place, promotion, and price. These elements work together to achieve customer satisfaction and meet organizational goals. Product refers to the tangible good or service itself and includes decisions around brand name, quality, packaging, and accessories. Place involves getting products to customers through distribution channels, market coverage, inventory management, and transportation. Promotion represents marketing communication efforts like advertising, personal selling, sales promotions, and public relations. Price is the value consumers pay and includes pricing strategy, discounts, and flexibility. Together these 4 P's form the marketing mix that companies use to influence consumer purchase decisions.
Market research for pantene case
Nielsen was hired to analyze why Pantene's market share fell from 22.5% to 20% when a new competitor, Garnier, launched. Nielsen applied its "Winning Brands" solution to examine Pantene's brand equity, market share, loyalty, personality, pricing, and shopping behavior. The analysis found that consumers were highly involved but used habitual shopping modes. It identified Pantene's main competitors and opportunities to trigger consumers to reevaluate their brand choices through improved promotions and packaging changes to better position Pantene's brand personality.
Power Of Promotional Products Pp
Promotional products, advertising specialties and business gifts. Products that can be imprinted with your company name
Marketing mix
The document discusses the marketing mix, which refers to the set of controllable marketing tactics used by a company. The traditional marketing mix includes the 4Ps - Product, Price, Place (distribution), and Promotion. Some expand this to the 7Ps by adding People, Physical Evidence, and Process. The marketing mix involves determining the right product to meet customer needs, setting the proper price, making the product available in the right places, and promoting it effectively to potential customers. A company must consider internal and external factors that influence how it sets its marketing mix strategies.
Marketing mix
Marketing mix is defined as the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product
Marketing Mix
It is simple presentation which gives you clear picture of what marketing mix is all about and how organizatins should create right marketing mix to beat the competition
Advertisement for a bicycle companyaddressing to the rural
This document discusses using direct marketing approaches to target rural consumers for a bicycle company. It defines direct marketing as using targeted media like direct mail, telemarketing, or mobile marketing to solicit customer responses. The document outlines approaches like stand-alone, integrated, and peripheral direct marketing. It also discusses rural marketing strategies involving the product, price, promotion, and physical distribution, and suggests methods for rural areas like direct marketing campaigns and small advertisements in theaters.
4 P's of marketing
The document discusses key decisions that must be made for the four Ps of marketing: product, price, place (distribution), and promotion. For product, decisions include brand name, functionality, quality, and packaging. Pricing decisions include pricing strategy, discounts, and flexibility. Distribution decisions involve channels, coverage, and inventory management. Promotion decisions comprise strategy, advertising, sales promotions, and communications budget.
The Power of Promotional Products!
Promotional products are a $18.1 billion industry and can be effective marketing tools. They are memorable and help build relationships by providing a sensory experience the audience can touch and feel. Studies show promotional products are more effective than traditional advertising at brand recall and generating favorable impressions of companies. To maximize the impact of promotional products, companies should work with a promotional consultant to identify goals, choose appropriate products, plan the campaign, and evaluate results.
The marketing mix
The document discusses the four Ps of marketing - Product, Price, Place, and Promotion. It provides details on each P, including that Product refers to the goods or services being marketed, Price is how much a product costs and pricing strategies, Place is where and how a product is distributed to customers, and Promotion is the methods used to communicate about a product to potential customers. The four Ps framework forms the core of the marketing mix that organizations use to meet customer needs and achieve marketing objectives.
Marketing management
Marketing involves creating, communicating, and delivering value to customers. It is a process of satisfying customer needs through the exchange of products and services. The marketing mix, which includes the four Ps of product, price, place, and promotion, is used to design marketing strategies and tactics to deliver customer value. Marketing also considers the extended elements of people, process, and physical evidence for service marketing, as well as the 4Cs of customer benefit, cost, convenience, and communication. Understanding customer needs and demands at different levels is important for effective marketing.
Marketingmixslides
The document discusses the marketing mix (4Ps) - product, price, place, and promotion. It provides details on each element: product decisions include branding, quality, features, and benefits; pricing strategies involve penetration, skimming, competition, and bundling; promotion uses advertising, public relations, sales promotion, personal selling, direct mail, and internet; place involves direct and indirect distribution channels from manufacturer to consumer. All elements must work together to meet customer needs.
Ad specialties
Promotional products, advertising specialties and business gifts. Products that can be imprinted with your company name
Marketing Communication
This presentation covers the whole topic of marketing communication or promotion including the Promotion Mix as Product Mix and Tools of the promotion, fully explained. followed by which promotional objectives and media selection and management.
10 Generate Customer Referrals
Promotional products are items used to promote a company, product, or service. A 1993 study by Baylor University found that customers who received promotional gifts were more likely to provide referrals than those who did not receive gifts. Specifically, customers with gifts were 14% more likely to refer others and salespeople who gave gifts received 22% more referrals. Promotional products are effective because their message is repeated as recipients use and appreciate the gifts over time.
04 Produce Valuable Referrals
Promotional products are items used to promote a product, service, or company program including advertising specialties, premiums, incentives, business gifts, awards, prizes, and other imprinted or decorated items. Offers of promotional products with requests for referrals or as part of sweepstakes drawings can generate 500% more referrals than appeal letters alone. Studies have also shown that over 70% of tradeshow attendees who receive a promotional product remember the company name and have a favorable impression, and including promotional product offers in pre-show mailings increases booth traffic more than mailings without. Promotional products that are useful and appreciated by recipients are retained and repeat the imprinted message many times without added cost.
03 Impact On Brand Company Image
Promotional products are items used to promote a company, brand, or service. A study by Georgia Southern University found that recipients of promotional products had a significantly more positive image of the promoted company compared to those who did not receive items. Those who received promotional items were also more likely to recommend the business to others. Promotional products are effective because they are useful to recipients and retain the company message through repeated use without additional advertising costs.
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What's hot
Ms 06 marketing for managers (2)
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
help.mbaassignments@gmail.com
or
call us at : 08263069601
Marketing Notes
Marketing involves communicating the value of products and services to customers in order to sell them. Key marketing activities include market research, pricing, packaging, branding, sales promotion, advertising, and distribution. Market research gathers information about customers and markets. Pricing determines what a company will receive in exchange for products based on factors like costs and competition. Packaging encloses and protects products for distribution, storage, sale, and use. Branding creates a unique name and image for a product through consistent advertising themes.
By natheshea hanleyyy
This document defines and describes various types of promotion. It discusses product promotion to build relationships with customers, institutional promotion to create a favorable business image, advertising through various media to get people to buy products, direct marketing targeted at specific groups, sales promotions using activities other than advertising to encourage purchases, the role of public relations in relating to the public and providing information, how news releases and publicity bring organizational information to public attention, and different sales promotion techniques like combinations of promotions, consumer promotions, coupons, and premiums.
Marketing mix
The document discusses the marketing mix, which refers to the set of controllable variables and tactics that a company uses to promote its brand in the market. It identifies the four main elements of the traditional marketing mix as the 4Ps: Product, Price, Place, and Promotion. Each P encompasses various marketing variables. For example, Product includes attributes like quality, design, brand name, and packaging. The marketing mix framework helps companies allocate resources, assign responsibilities, analyze costs and benefits, and communicate effectively. An alternative model, the 4Cs, adopts a customer-centric perspective by focusing on customer solution, cost, convenience, and communication. Factors like the target market and competition influence how companies develop their unique marketing mix
Marketing mix
Marketing is the process of moving goods and services from their conception to customers. It involves the marketing mix - the set of tactical actions used to promote a brand through its product, price, place, and promotion. Product refers to the functions, features, packaging, quality and branding of goods and services. Price is the amount customers pay to enjoy a product. Place describes how products get from producers to consumers and where they can be accessed. Promotion strategies make consumers aware of products and services.
Marketing mix
The 4 P's of marketing are product, place, promotion, and price. These elements work together to achieve customer satisfaction and meet organizational goals. Product refers to the tangible good or service itself and includes decisions around brand name, quality, packaging, and accessories. Place involves getting products to customers through distribution channels, market coverage, inventory management, and transportation. Promotion represents marketing communication efforts like advertising, personal selling, sales promotions, and public relations. Price is the value consumers pay and includes pricing strategy, discounts, and flexibility. Together these 4 P's form the marketing mix that companies use to influence consumer purchase decisions.
Market research for pantene case
Nielsen was hired to analyze why Pantene's market share fell from 22.5% to 20% when a new competitor, Garnier, launched. Nielsen applied its "Winning Brands" solution to examine Pantene's brand equity, market share, loyalty, personality, pricing, and shopping behavior. The analysis found that consumers were highly involved but used habitual shopping modes. It identified Pantene's main competitors and opportunities to trigger consumers to reevaluate their brand choices through improved promotions and packaging changes to better position Pantene's brand personality.
Power Of Promotional Products Pp
Promotional products, advertising specialties and business gifts. Products that can be imprinted with your company name
Marketing mix
The document discusses the marketing mix, which refers to the set of controllable marketing tactics used by a company. The traditional marketing mix includes the 4Ps - Product, Price, Place (distribution), and Promotion. Some expand this to the 7Ps by adding People, Physical Evidence, and Process. The marketing mix involves determining the right product to meet customer needs, setting the proper price, making the product available in the right places, and promoting it effectively to potential customers. A company must consider internal and external factors that influence how it sets its marketing mix strategies.
Marketing mix
Marketing mix is defined as the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product
Marketing Mix
It is simple presentation which gives you clear picture of what marketing mix is all about and how organizatins should create right marketing mix to beat the competition
Advertisement for a bicycle companyaddressing to the rural
This document discusses using direct marketing approaches to target rural consumers for a bicycle company. It defines direct marketing as using targeted media like direct mail, telemarketing, or mobile marketing to solicit customer responses. The document outlines approaches like stand-alone, integrated, and peripheral direct marketing. It also discusses rural marketing strategies involving the product, price, promotion, and physical distribution, and suggests methods for rural areas like direct marketing campaigns and small advertisements in theaters.
4 P's of marketing
The document discusses key decisions that must be made for the four Ps of marketing: product, price, place (distribution), and promotion. For product, decisions include brand name, functionality, quality, and packaging. Pricing decisions include pricing strategy, discounts, and flexibility. Distribution decisions involve channels, coverage, and inventory management. Promotion decisions comprise strategy, advertising, sales promotions, and communications budget.
The Power of Promotional Products!
Promotional products are a $18.1 billion industry and can be effective marketing tools. They are memorable and help build relationships by providing a sensory experience the audience can touch and feel. Studies show promotional products are more effective than traditional advertising at brand recall and generating favorable impressions of companies. To maximize the impact of promotional products, companies should work with a promotional consultant to identify goals, choose appropriate products, plan the campaign, and evaluate results.
The marketing mix
The document discusses the four Ps of marketing - Product, Price, Place, and Promotion. It provides details on each P, including that Product refers to the goods or services being marketed, Price is how much a product costs and pricing strategies, Place is where and how a product is distributed to customers, and Promotion is the methods used to communicate about a product to potential customers. The four Ps framework forms the core of the marketing mix that organizations use to meet customer needs and achieve marketing objectives.
Marketing management
Marketing involves creating, communicating, and delivering value to customers. It is a process of satisfying customer needs through the exchange of products and services. The marketing mix, which includes the four Ps of product, price, place, and promotion, is used to design marketing strategies and tactics to deliver customer value. Marketing also considers the extended elements of people, process, and physical evidence for service marketing, as well as the 4Cs of customer benefit, cost, convenience, and communication. Understanding customer needs and demands at different levels is important for effective marketing.
Marketingmixslides
The document discusses the marketing mix (4Ps) - product, price, place, and promotion. It provides details on each element: product decisions include branding, quality, features, and benefits; pricing strategies involve penetration, skimming, competition, and bundling; promotion uses advertising, public relations, sales promotion, personal selling, direct mail, and internet; place involves direct and indirect distribution channels from manufacturer to consumer. All elements must work together to meet customer needs.
What's hot (17)
Advertisement for a bicycle companyaddressing to the rural
Advertisement for a bicycle companyaddressing to the rural
Similar to 12 Dimensional Mailings
Ad specialties
Promotional products, advertising specialties and business gifts. Products that can be imprinted with your company name
Marketing Communication
This presentation covers the whole topic of marketing communication or promotion including the Promotion Mix as Product Mix and Tools of the promotion, fully explained. followed by which promotional objectives and media selection and management.
10 Generate Customer Referrals
Promotional products are items used to promote a company, product, or service. A 1993 study by Baylor University found that customers who received promotional gifts were more likely to provide referrals than those who did not receive gifts. Specifically, customers with gifts were 14% more likely to refer others and salespeople who gave gifts received 22% more referrals. Promotional products are effective because their message is repeated as recipients use and appreciate the gifts over time.
04 Produce Valuable Referrals
Promotional products are items used to promote a product, service, or company program including advertising specialties, premiums, incentives, business gifts, awards, prizes, and other imprinted or decorated items. Offers of promotional products with requests for referrals or as part of sweepstakes drawings can generate 500% more referrals than appeal letters alone. Studies have also shown that over 70% of tradeshow attendees who receive a promotional product remember the company name and have a favorable impression, and including promotional product offers in pre-show mailings increases booth traffic more than mailings without. Promotional products that are useful and appreciated by recipients are retained and repeat the imprinted message many times without added cost.
03 Impact On Brand Company Image
Promotional products are items used to promote a company, brand, or service. A study by Georgia Southern University found that recipients of promotional products had a significantly more positive image of the promoted company compared to those who did not receive items. Those who received promotional items were also more likely to recommend the business to others. Promotional products are effective because they are useful to recipients and retain the company message through repeated use without additional advertising costs.
Advertising and Brand Management
The document discusses the DAGMAR advertising model proposed by Russel H. Colley in 1961. According to the model, each purchase prospect goes through four stages: unawareness to awareness, comprehension, conviction, and action. These four stages are known as the ACCA advertising formula. The model aims to define advertising goals and measure advertising effectiveness by mapping the states of mind a consumer passes through. It is considered more comprehensive than earlier models like AIDA. The document also discusses advantages like defining objectives and measuring results, and disadvantages such as being difficult to implement and potentially inhibiting creativity.
Integrated Marketing Communication Mix
The document discusses marketing communications mix, which refers to the variety of strategies used to advertise and promote a business or product line. It focuses on the five main aspects: sales promotions, personal selling, direct marketing, general advertising, and public relations. Together these make up an organization's promotional mix to alert consumers to product benefits and availability. The goal is to effectively communicate with customers through an integrated approach.
Unit3 promotion strategy
The document discusses various promotion strategies and methods. It covers personal selling, mass selling through advertising, and sales promotion techniques. It defines these different promotion approaches and provides examples. It also discusses promotion objectives of informing, persuading, and reminding customers. Additionally, it outlines promotion roles like sales managers, advertising managers, and sales promotion managers.
Mktg 4.03 and_4.04_marketing___pr_(mba)
This document discusses various types of marketing communication channels, including word-of-mouth communication, direct marketing, sales promotion, and public relations. It provides details on word-of-mouth channels like organic and amplified word-of-mouth promotion. It also discusses direct response advertising strategies that encourage immediate consumer action, and how sales promotion techniques like rebates, coupons, and product placement can stimulate purchases. Finally, it covers how public relations involves establishing good relationships with stakeholders through communications channels like press releases.
A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERS
The document discusses a study on effective brand promotional strategies that influence customers. It examines the use of outdoor and in-store promotions by Max retail. The study found that hoardings and point-of-purchase materials were effective at communicating promotions internally. Discounts and coupons were also found to stimulate shopping. While contests had a neutral effect. The majority of respondents were from Chennai, and future research could expand to other locations.
Advertising 4 Ps
The document discusses various promotion methods including personal selling, mass selling, and sales promotion. It defines these terms and provides examples. Personal selling involves direct communication between seller and buyer, while mass selling communicates with large dispersed markets through advertising. Sales promotion generates product awareness through methods like publicity that are sometimes lower cost than advertising. The document also discusses promotion objectives of informing, persuading and reminding customers; and the AIDA model of gaining attention, interest, desire and action.
Promotion Mix Vs Consumer Demand by Tolulope Ofi
This document discusses various promotion tools and their impact on consumer demand. It defines public relations, advertising, sales promotion, and personal selling. For each tool, it outlines strategies used, advantages, disadvantages and how effectiveness can be measured. The key points are: promotion tools aim to stimulate consumer demand and sales; each has short and long-term impacts; and the most effective promotion mix uses multiple tools to communicate with customers.
NRPA Marketing Roundtable 10-25-10
This document discusses strategic marketing and communication for parks and recreation facilities. It provides definitions for marketing, communication, branding, and marketing communication. The document then outlines core marketing disciplines like media relations, advertising, direct marketing, internet marketing, social media marketing, and staff communication. Finally, it lists topics for roundtable discussion, including branding, research, combining print/online advertising, social media use, growing email lists, customer service training, and using videos/photos online.
08 Repeat Business
Promotional products are items used to promote a company, product, or service like advertising specialties, gifts, and awards. A 1994 study by Southern Methodist University found that recipients of promotional products were more likely to return and spend more money over an 8-month period compared to recipients of coupons or welcome letters. Promotional products are effective because they are useful and appreciated, so the branded message is repeated without additional advertising costs.
Trade Shows
Promotional products are items used to promote a company, product, or service through advertising and branding. A study by Wayne State University found that business gifts improved both sales and customer attitudes compared to just a thank you letter. A separate 1991 study on trade show promotions found that using gifts to promote a booth visit increased booth visitation by 176%, as well as recollection of the invitation and goodwill toward the company. Promotional products are effective at delivering branded messages to audiences because the useful gifts are retained and shared, amplifying exposure without additional advertising costs.
Power Of Promotional Products
The document discusses several studies that demonstrate the effectiveness of promotional products in marketing. Some key findings include:
1) Promotional products outperformed television advertising in generating positive attitudes, message credibility, purchase intent, and referral value according to a 2006 Louisiana State University study.
2) A 2005 Georgia Southern University study found that recipients of promotional products had a more positive image of the promoted company than non-recipients.
3) Multiple studies found that including promotional products with direct mail, tradeshow invitations, and other advertising increased response rates.
Power Of Promotional Products
The document discusses several studies that demonstrate the effectiveness of promotional products in marketing. Some key findings include:
1) Promotional products outperformed television advertising in generating positive attitudes, message credibility, purchase intent, and referral value according to a 2006 Louisiana State University study.
2) A 2005 Georgia Southern University study found that recipients of promotional products had a more positive image of the promoted company than non-recipients.
3) Multiple studies found that including promotional products with direct mail, tradeshow invitations, and other advertising increased response rates.
Designing and Managing an Integrated Marketing Campaign Sess.docx
Designing and Managing an Integrated Marketing Campaign
Session 9
Integrated Marketing
‹#›
The Role of Marketing Communications
Marketing communications
The means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
In a sense, they represent the voice of the company and its brands; they are a means by which the firm can establish a dialogue and build relationships with consumers. By strengthening customer loyalty, they can contribute to customer equity. Marketing communications also work by showing consumers how and why a product is used, by whom, where, and when. Consumers can learn who makes the product and what the company and brand stand for, and they can become motivated to try or use it. Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things.
2
Marketing Communications Mix -
In this new marketing communications environment, companies want to build sales, brand and customer equity - Marketers wants to communicate but question is: How? When? How often?
Choices are endless; hundreds of cable and satellite stations, thousands of magazines and newspapers, millions of internet pages. Holistic marketers need to develop multiple forms of communication that speak to consumers
.
Integrated Marketing
‹#›
3
How Does Marketing Communications Work?
Starts with a communications audit that profiles all consumer interactions with the product
Need to assess which experiences and impressions have the most influence on each stage of the buying process.
Want to build impressions, loyalty, brand equity
The communications process models include:
Macromodel of the communications process -
Effective communication model; Sender, receiver, message, medium, encoding, decoding, response and feedback
Micromodel of consumer responses - concentrates on responses
learn-feel-do (House or car purchase)
Do-feel-learn -high involvement but little differentiation between brands (airline tickets)
Learn-do -feel - low involvement and little differentiation (batteries, salt)
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Marketers should understand the fundamental elements of effective communications. Two models are useful: a macromodel and a micromodel.
4
Marketing Communications Mix
Advertising
Sales promotion
Events and experiences
Public relations and publicity
Online and social media marketing
Mobile marketing
Direct and database marketing
Personal selling
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The marketing communications mix consists of eight major modes of communication:
1. Advertising—Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print media (newspapers and magazines), broadcast ...
Imc
Integrated marketing communication (IMC) is a cross-functional process for creating and nourishing profitable customer relationships. IMC strategically controls and influences all brand messages sent to stakeholders through any communication channel. The goal is to encourage purposeful dialogue and drive brand value.
There are four main sources of brand messages - planned messages from marketing activities, unplanned external messages, product messages from design/performance/pricing, and service messages from customer interactions. IMC aims to align all these messages to ensure consistent meaning and manage customer relationships.
Unit 2 Role of advertising and types of advertising
role fo advertising in marketing mix
role of advertising in business
types of advertising
types of channel in advertising
classification of media or channel
advertising process steps
Similar to 12 Dimensional Mailings (20)
A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERS
A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERS
Designing and Managing an Integrated Marketing Campaign Sess.docx
Designing and Managing an Integrated Marketing Campaign Sess.docx
Unit 2 Role of advertising and types of advertising
Unit 2 Role of advertising and types of advertising
12 Dimensional Mailings
- 1. The Power of Promotional Products Promotional Products Association International
- 2. Items used to promote a product, service or company program, including advertising specialties, premiums, incentives, business gifts, awards, prizes, commemoratives and other imprinted or decorated items. What are Promotional Products?
- 4. Dimensional Direct Mail Response Rates
- 5. Improve Response Rates to an Advertising Campaign With Promotional Product Mailings In a 1996 study PPAI helped a national tile distributor integrate the use of direct mail and promotional products into a print advertising campaign. One group of subscribers received only the trade ad. Other groups received a sales letter, a promotional product, or a promotional product incentive along with the trade ad. 1996 study by Dallas Marketing Group
- 6. Findings
- 7. The value of Promotional Products is in their ability to carry a message to a well-defined audience. Because the products are useful to and appreciated by the recipients, they are retained and used, repeating the imprinted message many times without added cost to the advertiser. The information contained within this presentation will provide a greater knowledge of promotional products, the industry and its applications.
- 8. This information has been made available to you courtesy of Promotional Products Association International and Dynamic Image Marketing Systems, Inc. For more Information contact: Dynamic Image Marketing Systems, Inc 1465 Sand Hill Rd Ste 1017 Candler, NC 28715 828.687.1893 - www.dynamicimage.biz