This document discusses different personal communication methods for marketing, including direct and interactive marketing, word-of-mouth marketing, and personal selling. It provides examples of Superman using direct marketing tools like radio, TV, and websites to inform people about a new villain. It also discusses how Catwoman helps spread the word through social media. Word-of-mouth marketing through online communities and social networks is described. Finally, it states that personal selling, while oldest, can help build long-term customer relationships.

1. CHAPTER 19:
MANAGING PERSONAL
COMMUNICATIONS: DIRECT
AND INTERACTIVE
MARKETING, WORD OF
MOUTH, AND PERSONAL
SELLING
MIGNONETTE JOY GOZARIN
MARKETING MANAGEMENT
SEPTEMBER 2012
Comm. Cloud

2. OUTLINE
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3. COMMUNICATION CAN BE DONE IN
VARIOUS PLATFORM BY ANY LIVING
CREATURES.
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4. IN BUSINESS, IT IS IMPORTANT THAT WE CAN
USE COMMUNICATION EFFICIENTLY.
LET’S SEE HOW COMMUNICATION CAN BE Comm. Cloud
DONE PERSONALLY—EVEN IN MARKETING
3 unusual friends
gather to resolve
a human
problem
Superman

5. IN BUSINESS, IT IS IMPORTANT THAT WE CAN
USE COMMUNICATION EFFICIENTLY.
LET’S SEE HOW COMMUNICATION CAN BE Comm. Cloud
DONE PERSONALLY—EVEN IN MARKETING
3 unusual friends Superman needed to
gather to resolve inform as many people
a human about a new villain. He’ll
use:
problem
Radio TV
Direct Mail
Telemarketing

6. IN BUSINESS, IT IS IMPORTANT THAT WE CAN
USE COMMUNICATION EFFICIENTLY.
LET’S SEE HOW COMMUNICATION CAN BE Comm. Cloud
DONE PERSONALLY—EVEN IN MARKETING
3 unusual friends Superman needed to
gather to resolve inform as many people
a human about a new villain. He’ll
use:
problem
Futhermore, he’ll
use the latest
interactive Radio TV
marketing tools:
Mobile Direct Mail
Websites
Telemarketing
Display ad

7. 1- MARKETING COMMUNICATION
IS A DIALOGUE BETWEEN Comm. Cloud
COMPANIES AND ITS CUSTOMERS
SuperMan uses Direct and Interactive Marketing to reach to
people.
Direct Marketing (DM) is the use of consumer direct channel
to reach and deliver goods and services to customers
without using marketing middlemen.
DM Channels are: Direct Mail, Catalog
Marketing, Telemarketing. Interactive marketing:
Websites, Search Ads, Display Ads, Emails, and Mobile
Marketing.

8. MEANWHILE.. CATWOMAN
HEARD SUPERMAN CALLS Comm. Cloud
FOR HELP…
I can use my connection
to help my friend
Superman spread this
word quickly.
@mignonettejoy

9. MEANWHILE.. CATWOMAN
HEARD SUPERMAN CALLS Comm. Cloud
FOR HELP…
I can use my connection
to help my friend I’ll tweet, post, and
Superman spread this blog… it’s cheaper to
word quickly. promote there.
@mignonettejoy

10. MEANWHILE.. CATWOMAN
HEARD SUPERMAN CALLS Comm. Cloud
FOR HELP…
I can use my connection
to help my friend I’ll tweet, post, and
Superman spread this blog… it’s cheaper to
word quickly. promote there.
Wait.. I’ll call my viral
friends, they can make
a buzz of this:
@mignonettejoy

11. WORD OF MOUTH
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One of the most effective form of marketing
The word of mouth didn’t stop after you have met a person but it
continuous electronically through Social media platforms such
as: (1) Online Communities and Forums, (2) Blogs, (3) Social
Networks.
Buzz Marketing breeds excitement, form publicity, and shows
relevant brand related information.
Viral Marketing a.k.a “Word of Mouse” persuades clients or
consumers to spread a company developed products and
services to their connections online.

12. AND THEY CALL YODA
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Size matters not, ...
Look at me. Judge me
by size, do you?”
Named must your fear be before banish it
you can.”
Great warrior, hmm? Wars not make one
great.

13. AND THEY CALL YODA
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Size matters not, ... …Knock on the door, I will
Look at me. Judge me
by size, do you?”
Named must your fear be before banish it
you can.”
Great warrior, hmm? Wars not make one
great.

14. AND THEY CALL YODA
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Size matters not, ... …Knock on the door, I will
Look at me. Judge me
by size, do you?”
Named must your fear be before banish it
you can.”
Great warrior, hmm? Wars not make one
great.
Tap on your window too.. She will
Ring on your bell.

15. SALES FORCE
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Sales Force is the oldest form of marketing
Today, many are debating about the importance of sales
force in the marketing programs due to its high and rising
costs of maintenance such as
salaries, commissions, bonuses, travel expenses, and
benefits.

16. … THE THREE FRIENDS
WERE ABLE TO INFORM Comm. Cloud
THE MASSES.

17. Comm. Cloud
IN SUMMARY
Companies must
consider how their
customers can reach
them and how their
customers could
reach each other.
To build strong
relationship with
customers

18. IN SUMMARY
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Interactive
Direct Marketing:
Marketing Tools
TV
Mobile
Radio
Direct Mail
Websites
Telemarketing
Display ad

19. Comm. Cloud
IN SUMMARY
Word of Mouth
Can use:
@mignonettejoy

20. IN SUMMARY
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Personal Selling
(Sales Force)
The oldest form of Marketing but able
to build long term relationship
between business and clients

21. CHAPTER 19:
MANAGING PERSONAL
COMMUNICATIONS: DIRECT
AND INTERACTIVE
MARKETING, WORD OF
MOUTH, AND PERSONAL
SELLING
MIGNONETTE JOY GOZARIN
MARKETING MANAGEMENT
SEPTEMBER 2012
Comm. Cloud