The document discusses various elements of marketing communication mix including advertising, sales promotion, public relations, personal selling, and direct marketing. It provides definitions and examples of each. For instance, it defines advertising as any paid non-personal presentation of ideas, goods, or services by an identified sponsor. It also outlines different advertising objectives, message strategies, and media considerations.

1. The Marketing Communication Mix
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct Marketing

2. Promotion Mix Strategy
• Push Strategy : Using the sales force and
trade promotion to push the product
through channels.
• Pull Strategy: Spending a lot on
advertising and consumer promotion to
build up consumer demand.

3. Advertising
Objective Setting
_______________
Communication
objective
Sales
objective
Budget Decision
______________
Affordable approach
Percent of Sales
Competitive parity
Objective and task
Message decisions
________________
Message strategy
Message execution
Media decisions
_______________
Reach, frequency,
Impact
Major media types
Specific media vehicles
Media timing
Campaign evaluation
_________________
Communication
Impact
Sales Impact

4. Advertising
• Any paid form of nonpersonal presentation
and promotion of ideas, goods or services
by an identified sponsor.

5. The eleven classes of advertising
• 1) Persuasive
• 2) Informative
• 3) Institutional
• 4) Financial
• 5) Classified; for personal column
• 6) Retail
• 7) Cooperative
• 8) Industrial & business to business
• 9) Government
• 10) Trade
• 11) Direct respond, eg. direct order

6. Reasons of advertising
• 1) To announce a new product
• 2) To announce a modification to the existing product
• 3) To remind the customers that the product still available in
the market
• 4) To educate consumer
• 5) To maintain sales
• 6) To increase profit
• 7) To challenge competition
• 8) To retrieve lost sales
• 9) To please the sales force
• 10) To attract investor
• 11) To show the strong position of the company in the market

7. Sales Promotion
• A direct inducement that offers an extra
value or incentive for the product to the
sales force, distributors or the ultimate
consumer with the primary objective of
creating an immediate sales.

8. Types of Sales and Promotion Activities
• 1) Consumer-oriented
promotion: the target group is
direct to end user
• 2) Trade-oriented promotion:
the target group is middleman

9. Consumer-oriented Sales Promotion
Techniques
• 1) Sampling
– Door-to-door sampling
– Sampling through the mail
– In store sampling
– On-package sampling
2) Couponing
3) Free premium
4) Self-liquidating premium
5) Contest and Sweepstakes
6) Refunds and Rebates
7) Bonus packs
8) Price-off deals
9) Event sponsorship

10. Public Relations
• The management function which
evaluate public attitudes, identifies the
policies and procedures of an
organisation with the public interest
and executes a program of action to
earn public understanding and
acceptance.

11. Public Relations departments may perform
any or all of the following functions.
• Press relations
• Product publicity
• Public affairs
• Investor relations
• Development – PR with donor of nonprofit
organisation to gain financial or volunteer support
Lobbying- good relations with government

12. PR Tools
• Press release
• Press conference
• Blood donation
• Recycle project
• Community Service ( eg. beach
cleaning campaign)

13. Personal Selling
• It involves selling through a
person-to-person
communication process.

14. Various Name To Do Sales
• Salespeople
• Sale representatives
• Account executives
• Sales consultants
• Sales engineers
• Agents
• District managers
• Marketing representatives
• Account development reps

15. Designing Sales Force Strategy and
Structure
Designing sales
force strategy
and structure
Recruiting and
selecting
salespeople
Training
salespeople
Compensating
salespeople
Evaluating
salespeople
Supervising
salespeople

16. Personal Selling Process
Prospecting
and
qualifying
Preapproach
Approach
Presentation
and
Demonstration
Handling
Objections
Closing
Follow- up

17. Personal Selling
Advantages:
• Allowing for two-
way interaction
• Tailoring of a
message
• Lack of distraction
• Involvement of
consumer in the
decision process
Disadvantages:
• Inconsistent
message
• May cause conflict
• High cost
• Poor reach
• Potential ethical
problems

18. Direct Marketing
• Refers to a system of marketing by
which organization communicate
directly with target customers to
generate a response or transaction

19. The Growth of Direct
Marketing
• The widely used of consumer credit
cards
• The increase of direct-marketing
syndicates
• The changing structure of the society
and the market
• Technological advances
• Company image consideration - a way
to show “care”.

20. Direct Marketing Media
• Direct mail
• Catalogs
• Broadcast media- direct-response television or radio marketing
• Print media
• Telemarketing or sales by telephone
• Electronic media
• Electronic tele-shopping eg. internet shopping
• Personal Selling
• Kiosk Marketing – eg. Hallmark and American Greetings use kiosks to
help customer create and purchase personalized greeting cards.
• Direct mail marketing – Fax, e-mail, voice mail