Promotion
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This document discusses various elements of a promotional mix, including advertising, personal sales, sales promotion, public relations, and merchandising. It defines each element and provides examples. Advertising is described as a paid, non-personal form of communication through mass media to achieve attention, interest, desire, and action objectives. Sales promotion includes tactics like free samples, discounts, and contests to encourage purchases. Public relations involves developing positive relationships through programs that improve a company's image. Personal sales involves direct communication between salespeople and customers to develop relationships and make sales.
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PROMOCIÓN.pptx
La promoción consiste en informar, convencer y difundir ampliamente la existencia de un producto u organización hacia un mercado objetivo con el fin de lograr objetivos estratégicos de manera rentable. Las herramientas de promoción incluyen publicidad, relaciones públicas, ventas personales y promoción de ventas, cada una con un propósito específico relacionado con la generación, mantenimiento o satisfacción de la demanda. Los incentivos a corto plazo como muestras gratis, descuentos y concursos son comúnmente
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Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
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Innovar con éxito en el canal de distribución de la Pyme por Manuel Egea
Innovar con éxito en el canal de distribución de la Pyme por Manuel EgeaEOI Escuela de Organización Industrial
“Innovar con éxito en el canal de distribución de la pyme"
Ponente: Manuel Egea, Redflexion Consultores.
Fecha 26 de marzo 2015
Actividad en abierto
Proyecto: Factoría de Innovación de Murcia
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This document discusses various marketing communication strategies including advertising, public relations, sales promotions, and direct marketing. It provides definitions and examples of each strategy. Specifically, it defines advertising as a paid, mass communication involving an identified sponsor. Sales promotions are defined as short-term incentives to encourage trial or purchase and can include price discounts, premiums, and contests. The document also discusses integrating these various communication strategies to build a brand and achieving marketing communication objectives.
Advertising and sales promotions
The document discusses various aspects of advertising and sales promotion. It defines different types of marketing communications including advertising, sales promotion, public relations, direct marketing, and personal selling. It then covers why advertising is used, common sources for different types of advertising and sales promotion, and characteristics of each approach. The document also discusses product advertising, comparative advertising, reminder advertising, retail advertising, co-operative advertising, and institutional advertising. It concludes by reviewing factors to consider for media selection and advantages and disadvantages of various media channels.
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Independent schools often underinvest in marketing and admissions, allocating less than 5% of their budget to these areas. Marketing is crucial for attracting students and promoting the school's mission. While schools look to colleges for innovation, they often fail to adopt proven management models like integrated marketing. Effective marketing requires understanding customers, coordinating across departments, and prioritizing the customer experience.
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Marketing directo
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This document outlines a marketing plan presentation for Women In Action. It begins with definitions of marketing and discusses developing a simple marketing plan. It then covers marketing mix strategies including the 4Ps of product, price, place, and promotion. It also discusses the promotional mix of advertising, public relations, sales promotion and personal selling. Other sections address market segmentation, target audiences, SWOT analysis, market research, positioning, branding, and developing a detailed marketing plan. It concludes with emphasizing the importance of tracking marketing results.
Sales management
This document discusses key aspects of sales management including:
1. Sales is the only business function that generates revenue.
2. It discusses the importance of revenue generation, delegation, continuation, detection, collection, and retention for a sales organization.
3. Effective sales management requires planning, directing, and controlling the personal selling process which includes recruiting, selecting, training, supervising, compensating, and motivating the sales force.
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The gorilla wanted an enchilada instead of a banana. Communication is the exchange of meanings between individuals through symbols. The communications process involves a sender encoding a message, transmitting it through a medium, the receiver decoding the message, and providing feedback. Promotion involves using communication to inform, persuade, or remind people about products and services. It can be product promotion to increase sales or institutional promotion to create a favorable company image without directly selling something. A promotional mix combines different promotional tools like advertising, personal selling, sales promotions, direct mail, public relations, and sponsorships.
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Advertising can provide benefits but also harms. It informs consumers and encourages economic growth, but sometimes provides misleading information or creates unrealistic wants. It may use women, children, or morality to sell products in ways that disrespect or manipulate audiences. While advertising has a role, communicators and advertisers should prioritize high standards, avoid false claims, and respect audiences.
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The document discusses various promotion strategies that companies use to inform customers about products and services. It describes above-the-line promotion using mass media advertising and below-the-line promotion using controlled media like direct mail. Common promotional activities include advertising, sales promotions, sponsorship, direct mailing, and public relations. Companies combine different activities to form a promotional mix based on cost, target market, and product characteristics. Promotional campaigns also consider the AIDA model of raising awareness, interest, desire, and action.
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The document provides information about advertising, including:
- Advertising is how companies promote products, services, and ideas to encourage people to buy them. Ads appear in various media like TV, radio, newspapers, magazines and billboards.
- Ads come in different forms, including TV commercials typically 30 seconds or less that air during breaks, radio ads between programs, and movie trailers that show clips to promote upcoming films. Ads also appear on websites as banner or pop-up ads.
- Advertising aims to get people's attention, promote products in an appealing way, and try to make brands memorable, though regulators restrict certain ad content like tobacco and alcohol in some places.
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Here are some creative Sales promotion and Direct marketing ideas for the upcoming New Year holidays from Tinex:
Sales promotion tools:
- Coupon mailers for 20% off any purchase
- "Buy 2 gifts, get 1 free" promotion
- Gift wrapping station in stores with complimentary gift bags and ribbons
- Online contest to win a premium gift basket
Direct marketing tools:
- Targeted email campaign with personalized gift recommendations
- Interactive website banner ads with clickable gift guides
- SMS gift alerts for subscribers with time-sensitive deals
- Pop-up gift shop kiosks in high foot traffic areas
- Gift catalog mailers with order form and shipping details
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Advertising has both positive and negative effects on society. It promotes prosperity through public service announcements that raise awareness of health and safety issues. However, it can also degrade some forms of art by promoting constant consumerism. Advertising provides economic benefits by encouraging competition and new products, but it also imposes hidden costs on consumers who ultimately pay for the cost of advertising through product prices. Overall, while advertising can educate and create jobs, it sometimes uses exaggeration and deception that negatively impact consumers.
promotion.pptx
The document discusses various promotion strategies that companies use to inform customers about products and services. It describes above-the-line promotion using mass media advertising and below-the-line promotion using controlled media like direct mail. Common promotional activities include advertising, sales promotions, sponsorship, direct mailing, and public relations. Companies combine different activities to form a promotional mix based on cost, target market, and product. The goal is to move customers through the AIDA model from awareness to interest to desire to action.
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Advertising is described as salesmanship in print, a substitute for a human salesman, and a paid form of non-personal presentation of ideas, goods and services by an identified sponsor. It can take many forms from print ads to commercials to banners online. Advertising aims to first attract attention, then build interest and desire for a product through messages targeted to specific markets. It uses various media and measures effectiveness to achieve the mission within the allocated budget. Key elements discussed include the 4Ps of marketing, AIDA model of how ads impact consumers, and the 6Ms of defining the mission, market, money, message, media and measurement of any advertising campaign.
Advertising
Advertising involves paid, one-way communication through mass media to promote goods, services, or ideas. It can take many forms, including newspapers, radio, television, websites, billboards, and more. While advertising aims to inform and persuade, deceptive advertising intentionally misleads consumers through false or unsupported claims. Puffery uses exaggerated statements and opinions to promote a product, whereas weasel words make vague or meaningless claims to disguise inaccurate information.
Promotion.pptx
The document discusses various promotion strategies that companies use to inform customers about products and services. It describes above-the-line promotion using mass media advertising and below-the-line promotion using controlled media like direct mail. Common promotional activities include advertising, sales promotions, sponsorship, direct mailing, and public relations. Companies combine different activities to form a promotional mix based on cost, target market, and product. Promotional campaigns often follow the AIDA model of creating awareness, interest, desire, and action.
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El documento presenta un plan de trabajo de ventas que incluye la distribución de tiempos y territorios, razones para establecer territorios de venta, y pasos para la planeación de la fuerza de ventas como establecer los territorios, analizar clientes, asignar personal a territorios. También aborda temas como la asignación de esfuerzos de venta a clientes según su importancia y volumen de ventas, y la administración eficiente del tiempo del personal de ventas.
CUOTAS DE VENTA.pptx
Este documento describe las cuotas de ventas, que son metas cuantitativas a corto plazo para los vendedores. Explica que hay diferentes tipos de cuotas, incluyendo cuotas de volumen de ventas (en pesos, unidades o puntos), cuotas financieras (de margen bruto o utilidades netas) y cuotas de actividad (número de visitas, demostraciones, etc.). También proporciona recomendaciones para establecer cuotas de venta realistas y entendibles que involucren a los vendedores
MKT MIX 2023.pdf
El documento proporciona información sobre conceptos clave de marketing como la segmentación de mercados, los elementos de la mezcla de mercadotecnia (producto, plaza, promoción y precio), y estrategias y tácticas relacionadas con cada elemento. Explica cómo las empresas pueden agrupar a los clientes en segmentos homogéneos y desarrollar estrategias de marketing diferenciadas para cada segmento. También describe en detalle varias herramientas y consideraciones de marketing como la marca, el envase, la publicidad, las promociones de vent
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El documento resume los conceptos clave de la mezcla de mercadotecnia (marketing mix) incluyendo producto, plaza, promoción y precio. Explica cada uno de estos elementos como diseño, marca, logotipo, publicidad, ventas personales, canales de distribución, precios de lista y descuentos. También define conceptos como mercado objetivo, análisis de competencia y barreras de entrada al mercado.
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El documento describe las funciones y características clave de los vendedores, incluyendo el conocimiento del producto, la empresa y el cliente, así como habilidades de ventas y cualidades personales. También cubre los procesos de administración de la fuerza de ventas como diseñar la estrategia y estructura, reclutar, capacitar, compensar, supervisar y evaluar a los vendedores.
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El documento habla sobre la segmentación de mercados y la importancia de definir un mercado objetivo. Explica que la segmentación agrupa a los clientes en segmentos homogéneos con características similares. Luego, define el mercado objetivo como el conjunto de compradores al que la empresa decide servir, teniendo en cuenta sus necesidades y características comunes. Por último, usa el caso de Dove para ilustrar cómo segmentar el mercado de manera efectiva.
Marketing Mix.pdf
Este documento presenta los elementos clave del marketing mix, incluyendo producto, promoción, plaza y precio. Describe conceptos como marca, envase, publicidad, ventas personales, canales de distribución, estrategias de fijación de precios y promoción en el punto de venta. El objetivo es informar sobre las herramientas fundamentales del mercadeo que las empresas usan para posicionar y promover sus productos y servicios.
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Los medios de comunicación aplicados a la educación pueden fomentar un aprendizaje cooperativo y el desarrollo de competencias claves en los estudiantes. Al utilizar los medios de comunicación en las aulas, la motivación e interés de los estudiantes aumenta. Además, esto contribuye al desarrollo de habilidades como la comunicación, el aprendizaje autónomo, y las competencias digitales y culturales. Los profesores deben capacitarse para dar un enseñanza efectiva utilizando estas herramientas.
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El documento describe las estrategias de crecimiento que puede aplicar una empresa para incrementar las ventas de sus productos y servicios, incluyendo el desarrollo de nuevos productos, el aumento de las ventas de productos existentes, y la expansión a nuevos mercados. Explica las etapas del proceso de creación de nuevos productos y el uso de la matriz BCG para analizar el portafolio de productos de una empresa.
HISTORIA VTAS EN MÉXICO.pdf
Los aztecas fundaron la ciudad de Tenochtitlán en 1325, donde existían grandes mercados llamados tianguis similares a los centros comerciales modernos. Tras la conquista española, los ritos y fiestas indígenas fueron reemplazados y los tianguis fueron sustituidos por edificios destinados a funcionar como mercados. Actualmente coexisten los mercados tradicionales con centros comerciales modernos en otras zonas de la ciudad.
MISIÓN, VISIÓN Y FODA.pptx
Este documento presenta los conceptos clave de un plan de mercadotecnia, incluyendo la misión, visión, análisis FODA, objetivos y estrategias. Explica cada uno de estos elementos y proporciona ejemplos. El objetivo general es enseñar al estudiante cómo estructurar y desarrollar un plan de mercadotecnia efectivo.
PRESUPUESTOS.pptx
Este documento describe los presupuestos, proyecciones y controles. Explica que los presupuestos son expresiones cuantitativas de planes de acción para cumplir metas en períodos determinados. Detalla los tipos de presupuestos, como rígidos y flexibles, y aspectos a incluir en su elaboración como conocimiento de la empresa y apoyo de la dirección. Además, señala que los presupuestos de ventas son el punto de partida para otros presupuestos de operaciones.
Unidad 1 2022
Este documento presenta información sobre la comercialización y el propósito de una empresa. Define la comercialización como el conjunto de acciones para introducir productos en el sistema de distribución de manera efectiva para que los consumidores los conozcan y los compren. También explica que la comercialización coordina la transferencia entre productores y consumidores. Además, cita una definición de mercado como el conjunto de compradores reales y potenciales de un producto. Finalmente, propone algunas actividades en clase para investigar conceptos relacionados con los merc
Promotional Mix
The promotional mix refers to the combination of advertising, public relations, personal selling, sales promotion, and direct marketing techniques used by marketers to achieve promotional goals and objectives. The goals are to increase demand for a product or service, inform customers, and distinguish the product in the marketplace. Each element - such as advertising, public relations, and personal selling - plays a unique role in communicating information to potential customers to influence their opinions and purchase decisions.
Métodos cualitativos
El documento describe varios métodos cualitativos para la investigación de mercados, incluyendo técnicas grupales como los focus groups. Explica que los focus groups involucran a un moderador que introduce temas de discusión a un grupo para obtener información. También describe encuestas y entrevistas en profundidad como técnicas para pronosticar ventas y obtener perspectivas de clientes. Finalmente, resume métodos como Delphi y la opinión de expertos que involucran el consenso de paneles de especialistas.
Franchises
The document defines franchising as a business model where a franchisor allows a franchisee to operate a business using the franchisor's brand name, trademarks, and systems in exchange for fees and royalties. It notes that the franchisor provides support like financing, advertising, marketing, and training, while the franchisee uses the brand name to expand the business. The main objectives of franchising are rapid growth, market domination, and brand building. There are two main types: product distribution franchises and business format franchises.
Product line
The document outlines various product mix strategies that a company can employ, including expansion, contraction, changing existing products, product differentiation, deepening product depth, developing new uses for existing products, trading up to higher-cost products within a line, and trading down to lower-cost products within a line. It also discusses product mix extensions through different flavors, scents, sizes or lengths of products. Finally, it notes that the commercialization stage incorporates a new product into the market and determines the success or failure of recovering costs from the development process.
Product life cycle
The document discusses the product life cycle, which includes four main stages: introduction, growth, maturity, and decline. In the introduction stage, sales volumes and market share gradually grow through reduced stock turnover and coverage of more sales points. The growth stage involves positioning in the market segment, ongoing promotion activity, and increased repetition of purchases. During maturity, market penetration reaches optimal levels and profitability is highest. In decline, demand decreases with no further growth, ultimately requiring the product's withdrawal from the market if economic results cannot be obtained.
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Promotion
- 2. Marketing Mix Product Design Brand Logo Container Package Packaging Warranty Service Product lines Label Promotional Mix Advertising Personal Sales Sales promotion Merchandising Public Relation Place Channels Coverage Supply Location Inventory Transportation Logistics Price Price list Competitors Credit conditions Discounts Wholesaler Demand Costs
- 4. Marketing Communication Process Sender Ad agency Marketing department Encode Message channel Decode Reciever (Customer, consumer) Interference (noise) Friends Other ads Feed back from receiver to sender
- 5. Class activity La barrera: Grupos de 3 Uno pregunta qué hizo el otro el fin de semana El otro contesta y sigue la conversación por un minuto. El tercer alumno es la barrera, que no permitirá que se comuniquen entre si sus compañeros, puede usar las manos, un cuaderno, la mochila, y lo que sea que impida la comunicación. No puede tocar a los compañeros, y no se permite la agresión.
- 6. Promotion consists of informing and convincing in a persuasive way the existence of a product, a brand, an idea, a person, a company or an institution to the target market to influence an opinion or elicit a response. PROMOTION
- 8. Paid forms of non-personal presentation and promotion of ideas, goods or services through mass media. ADVERTISIN G
- 9. ADVERTISEMENT OBJECTIVE A Atention I Interest D Desire A Action
- 13. Save money, find everything
- 15. LOVE AND ROMANCE: Cosmetics, perfumes, hotels, restaurants.
- 16. FEAR OR CONSCIENCE: Get sick, risk your life, bad health, die, etc…
- 17. The model was 1.64 cm height, and in its worst days she weighed 25 kilos. After leading the campaign "No anorexia, no-l-ita", it became a symbol of the fight against the disease.
- 18. ADMIRATION: “If they recomend it, must be good…
- 19. CONVENIENCE:
- 20. PLEASURE AND FUN: bars, parks, hotels…
- 22. Comparative advertisement: ”Could be very persuasive”
- 24. VANITY: expensive and fancy products
- 25. SEXUAL MESSAGES
- 26. Sex applied to advertising consists in the use of provocative or erotic images that are designed specifically to get the customer’s interest in a particular product or service.
- 31. Advertising media Newspaper Television Direct mail Internet Exterior ads Magazines Flyers Mobile ads
- 33. Billboards:
- 34. Espectaculares
- 36. BTL ( Beyond the line)
- 38. Internet
- 39. Short-term incentives to encourage the purchase or sale of a product or service. SALESPROM OTION
- 40. Free samples
- 44. Gifts and prices
- 45. Tasting
- 46. Rewards points
- 47. Discounts
- 49. CROSS-PROMOTIONS
- 50. CUPONS
- 51. Create positive relationships with a variety of programs designed to improve, maintain or protect the company’s image. Public Relations
- 53. Press Publications Success stories with clients Letters Conferences Radio Television Interviews Seminars and public Sponsorships Relaciones públicas
- 56. Personal presentation that makes the sales force to develop relationships and business. PersonalSales
- 57. Advantages Cost control Message control Segmented Detailed Better information Closes sales Salesforce
- 58. Sales Force Management Decision Strategy design and sales force structure Recruitment and selection of sales force Sales forcé trainning Sales force supervision Sales force evaluation