The document discusses retail communication mix and methods used by retailers to communicate with customers. It covers the key functions of retail promotion programs which are to inform, persuade and remind customers. It then describes various communication methods including paid impersonal communication like advertising, paid personal communication through salespeople, unpaid impersonal communication using publicity, and unpaid personal communication through word-of-mouth. The document also discusses different elements of the retail communication mix like advertising, sales promotion, personal selling and publicity/public relations. It provides details on each of these elements and how retailers use them to promote their products and services.
The following slide describes Promotion Mix of Marketing Mix which is the Market Promotion consisting of Promotion strategy and its elements such as Personal selling, Sale promotion, Advertising, Publicity, Public relations, etc and it's meaning, merits and demerits. course - Agricultural Marketing, Trade and Prices of Agricultural Economics Department
The document discusses advertising and sales promotion. It defines advertising as attempting to influence customers through paid announcements. The goal of advertising is to attract new customers by defining the target market and reaching out to them effectively. Sales promotion aims to boost short-term sales through incentives and added value to consumers, wholesalers, or retailers. Some objectives of both advertising and sales promotion include introducing new products, attracting customers, and increasing or stimulating sales.
The document discusses sales promotion, which is defined as a direct inducement that offers extra value or incentive to create an immediate sale. It describes various sales promotion vehicles targeted at consumers or trade partners, and examines reasons for the increased use of sales promotion including growing retailer power and brand proliferation. Examples are provided of different sales promotion tools and how they can be used to meet objectives like obtaining trial, increasing consumption, or defending current customers.
DC Chapter Nine : Advertising And PromotionDCAdvisor
This document discusses distribution channels and retail promotion. It covers the four components of a retailer's promotion mix: advertising, sales promotion, publicity, and personal selling. It discusses objectives for both long-term promotion like creating a positive store image and short-term objectives like increasing patronage. The document outlines the steps in developing a retail advertising campaign, including selecting objectives, budgeting, designing messages, selecting media, scheduling, and evaluating.
Integrated Marketing communication ToolsKuhu Pathak
This document provides an overview of various integrated marketing communication (IMC) tools including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It describes each tool, highlighting their advantages and disadvantages. It also discusses considerations for developing an IMC promotional program such as situation analysis, objectives, strategy, integration, implementation, and evaluation. The goal of IMC is to coordinate these various promotional elements into a controlled, integrated marketing communications program.
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.
The document discusses key concepts in sales promotion and personal selling. It defines sales promotion and lists its objectives as reinforcing behavior, increasing consumption, and persuading customers to switch or buy more. Common forms of consumer sales promotion include coupons, rebates, premiums, and loyalty programs. Personal selling involves building relationships and understanding customer needs, while sales management oversees goals, training, compensation and evaluating performance.
Sales promotion is a marketing technique used to temporarily increase sales. It includes tactics beyond advertising and personal selling like coupons, loyalty programs, and discounts. The goal is to stimulate immediate customer purchases or dealer effectiveness over a limited time period. Common sales promotion techniques provided as examples are price deals, loyal reward programs, cents-off deals, and coupons.
The following slide describes Promotion Mix of Marketing Mix which is the Market Promotion consisting of Promotion strategy and its elements such as Personal selling, Sale promotion, Advertising, Publicity, Public relations, etc and it's meaning, merits and demerits. course - Agricultural Marketing, Trade and Prices of Agricultural Economics Department
The document discusses advertising and sales promotion. It defines advertising as attempting to influence customers through paid announcements. The goal of advertising is to attract new customers by defining the target market and reaching out to them effectively. Sales promotion aims to boost short-term sales through incentives and added value to consumers, wholesalers, or retailers. Some objectives of both advertising and sales promotion include introducing new products, attracting customers, and increasing or stimulating sales.
The document discusses sales promotion, which is defined as a direct inducement that offers extra value or incentive to create an immediate sale. It describes various sales promotion vehicles targeted at consumers or trade partners, and examines reasons for the increased use of sales promotion including growing retailer power and brand proliferation. Examples are provided of different sales promotion tools and how they can be used to meet objectives like obtaining trial, increasing consumption, or defending current customers.
DC Chapter Nine : Advertising And PromotionDCAdvisor
This document discusses distribution channels and retail promotion. It covers the four components of a retailer's promotion mix: advertising, sales promotion, publicity, and personal selling. It discusses objectives for both long-term promotion like creating a positive store image and short-term objectives like increasing patronage. The document outlines the steps in developing a retail advertising campaign, including selecting objectives, budgeting, designing messages, selecting media, scheduling, and evaluating.
Integrated Marketing communication ToolsKuhu Pathak
This document provides an overview of various integrated marketing communication (IMC) tools including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It describes each tool, highlighting their advantages and disadvantages. It also discusses considerations for developing an IMC promotional program such as situation analysis, objectives, strategy, integration, implementation, and evaluation. The goal of IMC is to coordinate these various promotional elements into a controlled, integrated marketing communications program.
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.
The document discusses key concepts in sales promotion and personal selling. It defines sales promotion and lists its objectives as reinforcing behavior, increasing consumption, and persuading customers to switch or buy more. Common forms of consumer sales promotion include coupons, rebates, premiums, and loyalty programs. Personal selling involves building relationships and understanding customer needs, while sales management oversees goals, training, compensation and evaluating performance.
Sales promotion is a marketing technique used to temporarily increase sales. It includes tactics beyond advertising and personal selling like coupons, loyalty programs, and discounts. The goal is to stimulate immediate customer purchases or dealer effectiveness over a limited time period. Common sales promotion techniques provided as examples are price deals, loyal reward programs, cents-off deals, and coupons.
This document provides an overview of marketing mix and sales promotion concepts. It begins with defining key marketing terms like the marketing process, customers, and the 4Ps of marketing mix - product, price, place, and promotion. It then discusses various promotion tools including advertising, public relations, sales promotion, and personal selling. It provides examples of each tool and discusses their advantages and disadvantages. The document aims to explain basic marketing management concepts.
The document discusses marketing budgets and how they are determined, factors that influence budget size like percentage of sales or what the business can afford. It also discusses criticisms of excessive advertising that it wastes resources and promotes consumerism. Different types of advertising are covered at different stages of a product lifecycle from introduction to growth to maturity. Methods for evaluating the effectiveness of promotional campaigns include sales data, consumer awareness, and response rates.
Chapter 13 - Advertising, PR and Consumer Sales PromotionsNicholsb1
This document provides an overview of advertising, public relations, and consumer sales promotions. It discusses the major types of advertising and the criticisms of advertising. The document describes the process of developing an advertising campaign, including setting objectives, creating the message, pretesting ads, choosing media, and evaluating the campaign. It also explains the role of public relations and the steps to develop a PR campaign. Finally, the document defines sales promotions and describes various types of consumer sales promotion techniques.
This document provides an overview of sales promotion strategies and techniques. It discusses the different types of sales promotions including consumer promotions that aim to induce immediate purchases and trade promotions that encourage retailers to stock more inventory. Some key sales promotion tools mentioned include coupons, refunds, samples, specialty packaging, and loyalty programs. The document also notes that sales promotions work best when they are targeted towards specific buyer types and behavioral stages. Planning and choosing the right promotion for each situation is important to achieve the desired results.
The document discusses advertising and sales promotion. It defines advertising as the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. Promotion includes advertising, personal selling, sales promotion, and publicity and aims to support the marketing mix. The document then traces the origins and development of advertising from ancient Rome and the Middle Ages to the present. It provides several definitions of advertising and discusses what is included in advertising messages and forms.
This document discusses integrated marketing communications and the promotional mix. It defines integrated marketing communications as coordinating all promotional activities, like advertising, personal selling, sales promotion, and direct marketing, to provide a consistent message. It describes the different promotional elements a company can use: advertising, personal selling, public relations, sales promotion, and direct marketing. It also discusses how companies develop their promotional mix by considering their target audience and a product's life cycle stage.
The document discusses personal selling and sales promotion. It defines personal selling as interpersonal communication between a salesperson and customer to generate sales. Sales promotion refers to short-term incentives to encourage purchases. The personal selling process involves prospecting, qualifying, approaching, presenting, handling objections, closing, and following up with customers. Managing an effective sales force requires recruiting, selecting, training, compensating, supervising, and evaluating salespeople.
Promotion refers to marketing communications used to inform or persuade target audiences about a product, service, brand or issue. Promotion strategies and techniques help communicate a product to the audience and involve analyzing consumers' needs. The main aims of promotion are to ensure customers are aware of and persuaded by a product over its competitors. Promotion covers verbal and visual methods used to provide information about a product and aims to increase awareness, create interest, and generate or maintain loyalty. Setting a promotional budget involves determining advertising objectives, tasks to achieve them, and allocating funds accordingly.
The document discusses various definitions of business and provides an overview of promotion mix and the steps involved in developing a promotion mix strategy. It then outlines the key elements of a promotion mix, including sales promotion techniques for consumers and trade/middlemen. Consumer promotion techniques discussed include samples, coupons, contests, premiums, cash refunds and more. Trade promotion techniques include discounts, allowances, trade shows, free goods and cash rebates. Sales force promotions can include sales contests, training manuals, meetings and product demonstrations. The conclusion emphasizes that both consumer and trade promotions are important tools to increase sales.
1. The document discusses various promotion and pricing strategies used by firms, including integrated marketing communications, the promotional mix, advertising types and media, sales promotion, personal selling, and public relations.
2. It outlines objectives of promotion, types of advertising and their uses in the product lifecycle, and different advertising media.
3. The document also describes sales promotion techniques, the sales process, public relations, and pushing versus pulling promotional strategies, as well as pricing objectives, strategies like penetration pricing, and consumer perceptions of price.
Promotion is one of the four elements of marketing mix and includes advertising, sales promotions, public relations, and personal selling. The promotional mix specifies how much attention and budget to allocate to each of these elements. The objectives of a promotional plan can include increasing sales, creating brand equity, or achieving competitive advantage. Sales promotions specifically aim to boost short-term sales and are often consumer-focused, like coupons or discounts. Factors like the product, marketing strategy, and buyer readiness influence how companies structure their promotional mix.
This document provides an overview of key concepts in marketing communication and promotion. It discusses the role of promotion in informing, persuading, and reminding potential buyers. Promotion strategies aim to use advertising, public relations, sales promotion, and personal selling optimally based on the product life cycle stage, target market, and type of buying decision. The promotional mix combines these tools to reach audiences. Integrated marketing communications coordinates messaging across contact points. Factors like the product, market, and budget influence which promotional tools to employ.
The document discusses strategies for developing effective retail communication programs. It provides suggestions across three key areas:
1. Communication methods to promote a store's brand through specific product attributes, lifestyles, or activities.
2. Steps for developing a retail communication program, including setting long and short-term objectives and affecting customer decision making.
3. Factors to consider when evaluating a retail promotion, such as margins, inventory costs, potential sales and customer visits.
The document defines sales promotion and merchandising, and outlines the six roles of each. It then describes the steps to develop a sales promotion plan, including setting objectives, budgeting, selecting techniques, implementation, and evaluation. Special communication methods aim to communicate with customers, while special offers provide short-term inducements. Various techniques are listed and their roles and advantages explained.
The document compares different tools of a promotion mix, including advertising, sales promotion, personal selling, direct response marketing, and public relations. It defines each tool and discusses their purpose, time frame, cost, sales impact, and differences between tools. For example, it notes that advertising aims for long-term brand building at a higher cost, while sales promotion seeks short-term sales increases at a lower cost. Personal selling allows customizing messages but is more expensive than other options.
This document discusses marketing and sales positions within a company. It begins by outlining senior management roles like Vice President of Marketing and Sales and Director roles. It then describes mid-management positions such as Marketing and Sales Manager. Professional roles are also defined, including Assistant Marketing Manager and Sales Consultant. Finally, entry-level and support positions are outlined, such as Sales Assistant and Marketing Administrator. The document provides descriptions of the responsibilities for each of these marketing and sales roles.
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.
Sales promotion tools are used by manufacturers to increase product sales. These include free samples, premium offers, exchange schemes, price discounts, coupons, fairs and exhibitions, bonus points programs, money back guarantees, and scratch and win contests. While sales promotions boost short-term sales, they can also increase price sensitivity and reduce brand loyalty over time if overused.
Promotion is any communication used to draw attention to a product or service. The aims of promotion are to persuade customers to buy, inform them about the product, or remind them the product exists. Promotional strategies include advertising, sales promotions, public relations, exhibitions, direct mail, and personal selling. Advertising can be informative or persuasive and uses various media like television, newspapers, radio, and the internet. Sales promotions offer short-term incentives to encourage quick purchases. Public relations involves activities that improve a company's image through donations, sponsorships, and press releases.
The document discusses tourism promotion and the promotional planning process. It begins by outlining the key concepts of tourism promotion including the relationship between promotion and communication. The objectives of promotion are to make the tourist product widely known, attractive, and honest. Promotion involves developing a message and using various communication channels to reach a target market at different stages of the buying process. The document then examines the major elements of a promotional plan including defining objectives, budgets, messages, media, and evaluation. The goal is to modify behavior and influence a target market through informative, persuasive and reminder promotions.
The document discusses retail communication mix and methods used by retailers to communicate with customers. It covers the key functions of retail promotion programs which are to inform, persuade and remind customers. It then discusses various communication methods including paid impersonal communication like advertising, paid personal communication through salespeople, unpaid impersonal communication through publicity, and unpaid personal communication through word-of-mouth. The document also covers types of retail promotions like price promotions, premiums, coupons, sampling and various in-store promotion techniques.
The document discusses various methods used by companies to determine their sales promotion budgets and strategies. It describes four main methods for setting the promotion budget: the affordable method, percentage of sales method, competitive parity method, and objective and task method. It also discusses different levels of sales promotion targeting dealers and consumers, including various incentive-based programs. Overall, the document provides an overview of approaches to planning sales promotion expenditures and implementing promotional activities.
This document provides an overview of marketing mix and sales promotion concepts. It begins with defining key marketing terms like the marketing process, customers, and the 4Ps of marketing mix - product, price, place, and promotion. It then discusses various promotion tools including advertising, public relations, sales promotion, and personal selling. It provides examples of each tool and discusses their advantages and disadvantages. The document aims to explain basic marketing management concepts.
The document discusses marketing budgets and how they are determined, factors that influence budget size like percentage of sales or what the business can afford. It also discusses criticisms of excessive advertising that it wastes resources and promotes consumerism. Different types of advertising are covered at different stages of a product lifecycle from introduction to growth to maturity. Methods for evaluating the effectiveness of promotional campaigns include sales data, consumer awareness, and response rates.
Chapter 13 - Advertising, PR and Consumer Sales PromotionsNicholsb1
This document provides an overview of advertising, public relations, and consumer sales promotions. It discusses the major types of advertising and the criticisms of advertising. The document describes the process of developing an advertising campaign, including setting objectives, creating the message, pretesting ads, choosing media, and evaluating the campaign. It also explains the role of public relations and the steps to develop a PR campaign. Finally, the document defines sales promotions and describes various types of consumer sales promotion techniques.
This document provides an overview of sales promotion strategies and techniques. It discusses the different types of sales promotions including consumer promotions that aim to induce immediate purchases and trade promotions that encourage retailers to stock more inventory. Some key sales promotion tools mentioned include coupons, refunds, samples, specialty packaging, and loyalty programs. The document also notes that sales promotions work best when they are targeted towards specific buyer types and behavioral stages. Planning and choosing the right promotion for each situation is important to achieve the desired results.
The document discusses advertising and sales promotion. It defines advertising as the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. Promotion includes advertising, personal selling, sales promotion, and publicity and aims to support the marketing mix. The document then traces the origins and development of advertising from ancient Rome and the Middle Ages to the present. It provides several definitions of advertising and discusses what is included in advertising messages and forms.
This document discusses integrated marketing communications and the promotional mix. It defines integrated marketing communications as coordinating all promotional activities, like advertising, personal selling, sales promotion, and direct marketing, to provide a consistent message. It describes the different promotional elements a company can use: advertising, personal selling, public relations, sales promotion, and direct marketing. It also discusses how companies develop their promotional mix by considering their target audience and a product's life cycle stage.
The document discusses personal selling and sales promotion. It defines personal selling as interpersonal communication between a salesperson and customer to generate sales. Sales promotion refers to short-term incentives to encourage purchases. The personal selling process involves prospecting, qualifying, approaching, presenting, handling objections, closing, and following up with customers. Managing an effective sales force requires recruiting, selecting, training, compensating, supervising, and evaluating salespeople.
Promotion refers to marketing communications used to inform or persuade target audiences about a product, service, brand or issue. Promotion strategies and techniques help communicate a product to the audience and involve analyzing consumers' needs. The main aims of promotion are to ensure customers are aware of and persuaded by a product over its competitors. Promotion covers verbal and visual methods used to provide information about a product and aims to increase awareness, create interest, and generate or maintain loyalty. Setting a promotional budget involves determining advertising objectives, tasks to achieve them, and allocating funds accordingly.
The document discusses various definitions of business and provides an overview of promotion mix and the steps involved in developing a promotion mix strategy. It then outlines the key elements of a promotion mix, including sales promotion techniques for consumers and trade/middlemen. Consumer promotion techniques discussed include samples, coupons, contests, premiums, cash refunds and more. Trade promotion techniques include discounts, allowances, trade shows, free goods and cash rebates. Sales force promotions can include sales contests, training manuals, meetings and product demonstrations. The conclusion emphasizes that both consumer and trade promotions are important tools to increase sales.
1. The document discusses various promotion and pricing strategies used by firms, including integrated marketing communications, the promotional mix, advertising types and media, sales promotion, personal selling, and public relations.
2. It outlines objectives of promotion, types of advertising and their uses in the product lifecycle, and different advertising media.
3. The document also describes sales promotion techniques, the sales process, public relations, and pushing versus pulling promotional strategies, as well as pricing objectives, strategies like penetration pricing, and consumer perceptions of price.
Promotion is one of the four elements of marketing mix and includes advertising, sales promotions, public relations, and personal selling. The promotional mix specifies how much attention and budget to allocate to each of these elements. The objectives of a promotional plan can include increasing sales, creating brand equity, or achieving competitive advantage. Sales promotions specifically aim to boost short-term sales and are often consumer-focused, like coupons or discounts. Factors like the product, marketing strategy, and buyer readiness influence how companies structure their promotional mix.
This document provides an overview of key concepts in marketing communication and promotion. It discusses the role of promotion in informing, persuading, and reminding potential buyers. Promotion strategies aim to use advertising, public relations, sales promotion, and personal selling optimally based on the product life cycle stage, target market, and type of buying decision. The promotional mix combines these tools to reach audiences. Integrated marketing communications coordinates messaging across contact points. Factors like the product, market, and budget influence which promotional tools to employ.
The document discusses strategies for developing effective retail communication programs. It provides suggestions across three key areas:
1. Communication methods to promote a store's brand through specific product attributes, lifestyles, or activities.
2. Steps for developing a retail communication program, including setting long and short-term objectives and affecting customer decision making.
3. Factors to consider when evaluating a retail promotion, such as margins, inventory costs, potential sales and customer visits.
The document defines sales promotion and merchandising, and outlines the six roles of each. It then describes the steps to develop a sales promotion plan, including setting objectives, budgeting, selecting techniques, implementation, and evaluation. Special communication methods aim to communicate with customers, while special offers provide short-term inducements. Various techniques are listed and their roles and advantages explained.
The document compares different tools of a promotion mix, including advertising, sales promotion, personal selling, direct response marketing, and public relations. It defines each tool and discusses their purpose, time frame, cost, sales impact, and differences between tools. For example, it notes that advertising aims for long-term brand building at a higher cost, while sales promotion seeks short-term sales increases at a lower cost. Personal selling allows customizing messages but is more expensive than other options.
This document discusses marketing and sales positions within a company. It begins by outlining senior management roles like Vice President of Marketing and Sales and Director roles. It then describes mid-management positions such as Marketing and Sales Manager. Professional roles are also defined, including Assistant Marketing Manager and Sales Consultant. Finally, entry-level and support positions are outlined, such as Sales Assistant and Marketing Administrator. The document provides descriptions of the responsibilities for each of these marketing and sales roles.
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.
Sales promotion tools are used by manufacturers to increase product sales. These include free samples, premium offers, exchange schemes, price discounts, coupons, fairs and exhibitions, bonus points programs, money back guarantees, and scratch and win contests. While sales promotions boost short-term sales, they can also increase price sensitivity and reduce brand loyalty over time if overused.
Promotion is any communication used to draw attention to a product or service. The aims of promotion are to persuade customers to buy, inform them about the product, or remind them the product exists. Promotional strategies include advertising, sales promotions, public relations, exhibitions, direct mail, and personal selling. Advertising can be informative or persuasive and uses various media like television, newspapers, radio, and the internet. Sales promotions offer short-term incentives to encourage quick purchases. Public relations involves activities that improve a company's image through donations, sponsorships, and press releases.
The document discusses tourism promotion and the promotional planning process. It begins by outlining the key concepts of tourism promotion including the relationship between promotion and communication. The objectives of promotion are to make the tourist product widely known, attractive, and honest. Promotion involves developing a message and using various communication channels to reach a target market at different stages of the buying process. The document then examines the major elements of a promotional plan including defining objectives, budgets, messages, media, and evaluation. The goal is to modify behavior and influence a target market through informative, persuasive and reminder promotions.
The document discusses retail communication mix and methods used by retailers to communicate with customers. It covers the key functions of retail promotion programs which are to inform, persuade and remind customers. It then discusses various communication methods including paid impersonal communication like advertising, paid personal communication through salespeople, unpaid impersonal communication through publicity, and unpaid personal communication through word-of-mouth. The document also covers types of retail promotions like price promotions, premiums, coupons, sampling and various in-store promotion techniques.
The document discusses various methods used by companies to determine their sales promotion budgets and strategies. It describes four main methods for setting the promotion budget: the affordable method, percentage of sales method, competitive parity method, and objective and task method. It also discusses different levels of sales promotion targeting dealers and consumers, including various incentive-based programs. Overall, the document provides an overview of approaches to planning sales promotion expenditures and implementing promotional activities.
There are four main tools used for promotion: advertising, sales promotion, public relations, and direct marketing. Advertising involves paid communication to promote a product, service, or idea. It follows the AIDA model of attracting attention, building interest, creating desire, and prompting action. Sales promotion uses incentives to drive short-term sales increases. Public relations involves managing a company's interactions and relationships with customers, employees, and other stakeholders. Direct marketing communicates directly with consumers through channels like direct mail, catalogs, telemarketing and websites without intermediaries. Effective promotional campaigns involve defining objectives, analyzing target audiences, developing messages, creating media plans, executing the campaign, and evaluating results.
Integrated Marketing Communication (IMC) takes a comprehensive approach to evaluating various communication tools, including advertising, sales promotion, branding, and public relations. IMC recognizes that these channels can complement each other. For example, advertising may create awareness while sales promotions spur purchases. Branding aims to maintain equity for high-involvement products. Public relations develops a favorable company image. Coordinating these tools through IMC can maximize their combined impact on consumers.
The document discusses integrated marketing communication (IMC), which aims to make all aspects of marketing such as advertising, sales promotion, PR, direct marketing, personal selling, online communications and social media work together as a unified force with a similar tone and style. The goal of IMC is to create a seamless experience for customers and reinforce the brand's core message. The document also lists some factors that have led to the increased importance of IMC such as market fragmentation and new technologies.
This document provides tips on developing an effective marketing plan for a food product business. It discusses the importance of understanding customer needs and wants through market research. An effective marketing strategy identifies a target customer that can be better served than competitors. The marketing plan should address unmet customer needs at an adequate profit level. The marketing mix components of product, promotion, distribution and pricing are also explained. Regular evaluation of marketing performance is important to ensure customer satisfaction and competitive pricing.
Advertising provides product information, incentives to take action, and reminders to reinforce brand messages. Effective ads gain attention through creativity and execution to meet advertiser and consumer objectives. The key players in advertising are the advertiser, agency, media channels, vendors, and target audience. An advertising plan identifies the target audience, message strategy, and media strategy to match the right audience with the right message through the right medium.
This chapter discusses integrated marketing communications and promotion planning. It defines key concepts like advertising, public relations, personal selling and sales promotion. It explains that an integrated marketing communications approach coordinates these different promotion tools for maximum impact. The chapter also covers promotion objectives and models, budgeting, legal issues and criticisms of promotion activities.
This document discusses sales promotion as a marketing tool. It begins by explaining that developing a good product, price, and availability is not enough - a company must also promote the product commercially in each market. Sales promotion involves determining the right quantity, timing, message, and communication channels to use. The document then discusses different forms of sales promotion, including promotions to encourage consumer purchases and support from retailers. It also discusses how companies determine their sales promotion budgets, including percentage of sales, competitive parity, and objective-based methods. Finally, it notes other factors like customer predisposition and product lifecycle that influence promotional mix decisions.
The document discusses various marketing concepts including:
1. Marketing is a form of communication with customers using tools like advertising, promotion, and product design. Selling focuses on short-term goals like market share while marketing considers long-term brand building.
2. The 4Ps of marketing are product, price, place, and promotion. Product positioning involves communicating a product's value relative to competitors. Market segmentation divides broad markets into subsets with common needs.
3. Other concepts covered are USP, CRM, brand equity, the product lifecycle, competitive advantage, and the roles of a marketing manager.
Direct marketing involves providing physical marketing materials directly to consumers to communicate information about a product or service without using internet, television, or radio advertisements. It removes the middleman from promotion. There are four key characteristics of direct marketing: 1) Using a database of customer information. 2) Addressing marketing messages directly to customers in the database. 3) Driving a specific call to action. 4) Emphasizing measurable responses and results. Types of direct marketing include face-to-face interactions, door-to-door sales, kiosk marketing, and leaflet handouts. Issues with direct marketing relate to privacy of customer data, honesty in representations, and potential customer harassment from excessive contact.
This document provides an overview of the promotional mix and its key elements. It begins with an introduction to the promotional mix and its objectives of informing, persuading and reminding customers. It then discusses the five main elements of the promotional mix: advertising, sales promotion, personal selling, publicity, and direct marketing. For each element, it provides definitions and discusses their key characteristics. It emphasizes that the promotional mix should use a balanced combination of these tools to effectively communicate with target audiences.
The document defines promotion as persuasive communications that modify behavior and thoughts to inform, persuade, and remind consumers. Promotion includes advertising, personal selling, sales promotion, public relations, and direct marketing. The objectives of promotion are to lead to behavior modification, inform consumers, and persuade and remind consumers. Promotion helps communicate product information to potential customers and is crucial for brand building. An effective promotional mix attracts, persuades, and reminds customers of a brand while helping differentiate products and counter competition.
Sales promotions aim to increase immediate sales, gain trade support, and support the sales force. They are widely used due to pressure to quickly boost sales and because they can easily target consumers, trade partners, and salespeople. Common consumer promotions include coupons, rebates, samples, and contests which are flexible and can be combined to meet objectives. Trade promotions target wholesalers and retailers through point-of-purchase displays, trade shows, retailer kits, and incentives to gain merchandising support and distribution. Loyalty programs aim to increase retention through rewards while sponsorship and events associate brands with lifestyles.
The document discusses various topics related to sales and marketing, including different types of sales organizations (functional, area-based, product-based, end-use based), the difference between the selling concept and marketing concept, market research, advertising, sales promotion, distribution channels, and characteristics of good advertisements. It provides an overview of key considerations and approaches for organizing a sales force and conducting sales and marketing activities.
This document discusses various topics related to agricultural marketing and marketing communication, including:
1. The nature of marketing communication, which aims to influence target markets so consumers feel enthusiastic about a company's offerings.
2. The major types of marketing communications like advertising, digital marketing, direct marketing, personal selling, public relations, and sales promotion.
3. Interactive marketing, which uses two-way communication channels to allow direct consumer engagement.
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.
The document discusses promotion and integrated marketing communications. It defines promotion as how marketers communicate with existing and prospective customers. The key promotional tools are advertising, personal selling, sales promotion, public relations, and direct marketing. An effective communication strategy involves identifying the target market, determining communication objectives, designing messages, choosing media, and collecting feedback. Promotion mix strategies can be push strategies that push products through channels or pull strategies that create consumer demand and pull products through channels. Factors like product type, buyer readiness, and product lifecycle influence the promotion mix design.
The document discusses the evolution of marketing orientations over time. It describes the production, product, selling, and marketing orientations used by firms from the 1950s to present. The production orientation focused on high production output, while the product orientation emphasized product quality. The selling orientation promoted existing products. Currently, most firms use the marketing orientation, which involves understanding customer wants through research and developing products accordingly.
Similar to Retailcommunicationmix 120506022650-phpapp01 (20)
The document discusses market segmentation and positioning. It defines key terms like market, target market, and segmented markets. It also outlines different bases for segmenting consumer markets, including geographic, demographic, psychographic, and behavioral factors. Common segmentation strategies are described such as mass marketing, differentiated marketing, and niche marketing. Emerging strategies like one-to-one marketing, mass customization, and permission marketing are also summarized. The document concludes by discussing market positioning and different positioning strategies such as positioning by product characteristics, price-quality, use or approach, product user, and more.
This document discusses communication, including defining it as the exchange of information, thoughts, feelings, and ideas through speech, signals, writing, or behavior. It describes the process of communication and types such as verbal, nonverbal, oral, and written. It also covers levels of communication from intrapersonal to mass communication. Additionally, it identifies barriers to communication like physical, perceptual, emotional, and cultural barriers and how to overcome them, such as taking the receiver seriously and ensuring feedback.
Organizational behaviour is the study of how individuals, groups, and structures influence behaviour within organizations in order to improve effectiveness. It draws from various disciplines including psychology, sociology, social psychology, anthropology, and political science. Psychology contributes knowledge about individual behavior from learning theorists and personality theorists. Sociology examines social systems and roles. Social psychology studies interpersonal influence. Anthropology provides understanding of cultural differences. Political science analyzes power and conflict. The goal of OB is to apply insights from these disciplines to address challenges like globalization, diversity, quality improvement, and ethics.
This document discusses key trends in global human resource management, including the rise of virtual teams, managing talent across borders, and balancing cultural differences in multinational companies. It provides expected changes in these areas and recommendations for how HR can help organizations prepare, such as providing cultural training, evaluating flexible work policies, and understanding employment laws in different countries.
Thinking of getting a dog? Be aware that breeds like Pit Bulls, Rottweilers, and German Shepherds can be loyal and dangerous. Proper training and socialization are crucial to preventing aggressive behaviors. Ensure safety by understanding their needs and always supervising interactions. Stay safe, and enjoy your furry friends!
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
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2. Role of Retail Communication
Programme
The goal of retail promotion program is to generate sales. And
the retailers, in order to achieve this goal, adopt various methods
like informing, persuading and reminding target customer about
their existence and their products or services.
Thus, informing, persuading and reminding are the key functions
of the retail program.
Information
This is primary function of the retail promotion progarmme.
Retailers provide information to the customers about themselves
and the product and services they offer. For example, the most
common tool for disseminating information is the advertisements
placed by supermarkets in the news papers that inform us about
the special discount prices on its groceries.
3. Persuading
This is an important function of the retail promotion program. It
involves asking people to visit the store and purchase its
merchandise and or services. For example, a supermarket might
offer discount coupons to customers through newspapers and
motivate them to buy products.
Reminding
It involves reminding its customers frequently about its products
and its benefits, so that customers loyalty towards the store.
Though a retailer may be liked by customers, it could be very
difficult for the former to retain its customer due to its
competitors appeals. Hence, an increasing number of retailers, as
a part of their reminding task, are developing promotional
strategies like loyalty programme or frequent shoppers
programme for their customers.
4. Methods of communication with
Customer
Paid Impersonal Communications
Advertisement, sales promotional, store atmosphere and websites are
examples of paid impersonal communication.
Paid Personal Communication
Retail salespeople are the primary vehicle for providing paid personal
communication to customers. Personal selling is a communication
process in which sales people assist customers in satisfying their needs
through face to face exchanges of information.
Unpaid Impersonal Communication
The primary methods for generating unpaid impersonal
communication is publicity. Publicity is communication through
significant unpaid presentation about the retailer, usually a news story,
in personal media.
5. Unpaid Personal Communication
Finally, retailers communicate with their customer at no cost
through word of mouth, communication between people
about a retailer. For example, retailer attempt to encourage
favorable word of mouth communication by establishing teen
boards composed of high school students leaders. Board
members are encouraged to tell their friends about the
retailer and its merchandise. On the other hand, unfavorable
word of mouth communication can seriously affect the store
performance.
6.
7. Retail Communication Mix
Communication is an integral part of the retailer’s marketing
strategy. Primarily, communication is used to inform the
customers about the retailer, the merchandise and the
services.
It also serves as a tool for building the store image. Retail
communication has moved on from the time when the
retailer alone communicated with the consumers.
Today, consumers can communicate or reach the
organizations. Examples of this include toll free numbers,
which retailers provide for customer complaints and queries.
Another example is the section called Contact Us on the
websites of many companies.
8. Retail Communication Mix
Advertising
Sales Promotion.
Personal Selling.
Publicity/Public Relation.
9. Advertising
“Advertising is any paid form of non personal
presentation and promotion of ideas, goods and
services by an identified sponsor.”
Advertising is the form of communication intended to
promote the sales of the product or services to
influence the public opinion, to get political support or
to advance a particular causes.
10. Features of Advertising
It is mass communication process.
It is informative action.
It is persuasive Act.
It is competitive act.
It is not the part of product.
It is Paid for.
It is non personal presentation.
11. However, a retailer may use advertising to achieve any of the
following objectives:
1) Creating awareness about a product or store
2) Communicate information in order to create a specific image
in the customer’s mind in terms of the store merchandise price
quality benefits etc.
3) Create a desire to want a product.
4) To communicate the store’s policy on various issues.
5) Help to identify the store with nationally advertised brands.
6) Help in repositioning the store in the mind of the consumer.
7) To increase sales of specific categories or to generate short
term cash flow – by way of a sale, bargain days, midnight
madness etc.
8) Help reinforce the retailer’s corporate identity.
12. Determining the Advertising / Promotional budget
While there is no definite formula for determining the
advertising or the overall promotion budget the following are
the main methods that may be employed to determine the
advertising budget.
The percentage of Sales method:
This is perhaps the most commonly used method for
determining the budget. Here, the budget is a fixed percentage
of sales. The biggest advantage of this method is that it is
simple to apply and it allows he retailer to set an affordable
limit on promotional activity. This method however, takes
little consideration of the market conditions of any special
advertising needs.
13. The Competitive Parity Method
Here the budget is based on the estimated amount spent by the
competition. There is risk that it could be based on wrong information
and again there is little consideration for market conditions or growth
opportunities.
The research approach or the Task and objective Method
The budget is determines on the basis of a study of the best forms of
advertising media and the costs of each. The retailer formulates
advertising goals and then defines the tasks necessary to accomplish
these goals. Next, the management determines the cost for each task and
adds up the total to arrive at the required budget. Here, he advertising
expenses are linked to the retailer’s objectives and the effectiveness of
some forms of advertising can be measured and compared to costs.
The incremental Method
The budget is simply based on the previous expenditure.
14. Steps in Designing Advertising
Campaign
Identify the target Audience.
Set the advertising Objectives.
Determine the advertising budget.
Design the message.
Evaluate and select the media.
Create an advertisement.
Measure the impact.
15. Advantages of Advertising.
Advantages to Manufacturer.
II. It increases the sales volume.
III.It increases the Net Profits.
IV.It controls Product Price.
V. It helps in Opening New Market.
VI.It Maintain existing Market.
Advantages to Salesman
8. Curtails the Burden of the salesman job.
9. Least Efforts.
Advantages to Wholesalers and Retailers.
11.Create easy sales.
12.Increase the turnover.
13.Attract the more customers.
16. Advantages of Advertising.
Advantages to Customers.
2. Easy Purchasing.
3. Saves time.
4. Choose best quality product.
5. Educates the customers.
Disadvantage of Advertising
7. Less Persuasive.
8. High level of wastage.
9. Not targeted well.
10.Difficult to evaluate.
11.Little interactive.
12.Costly.
17. Classification of Advertising
According to Geographical Spread
2. National Advertising..
3. Local Advertising..
4. Global Advertising..
According to Target Group.
6. Consumer Advertising.
7. Industrial Advertising.
8. Trade Advertising.
9. Professional Advertising.
18. Types of Advertisement.
Consumer oriented Or Persuasive
Advertisement.
Informative Advertising.
Institutional or Corporate Advertising.
Financial Advertising.
Classified Advertising.
19. Sales Promotion
According to Philip Kotler,
“Sales Promotion consist of diverse collection of incentive tools,
mostly short term designed to stimulate quicker or greater
purchase of particular product or services by consumers or the
trade.”
From the above definition one can understand the following
characteristics of Sales Promotion
4. It is mostly short term in nature.
5. Its only objective is to promote sales quickly.
6. Sales promotion is done with channel partners as well as the customers.
20. Nature of Sales Promotion
Encompasses all promotional activities and materials other
than personal selling, advertising and publicity. Grown
dramatically in the last ten years due to short term focus on
profits.
Funds are usually earmarked for advertising are transferred
to sales promotion. Often used in conjunction with other
promotional efforts.
21. Sales Promotion Opportunities and
Limitations
Opportunities
Increase in sales by providing extra incentive to purchase. May
focus on resellers ,consumers or both.
Objectives must be consistent with promotional objectives and
overall company objectives.
Balance between short term sales increase and long term need
for desired reputation and brand image.
Attract customer traffic and maintain brand/company loyalty.
Impulse purchases increased by displays
Contests generate excitement esp. with high payoffs.
22. Limitations
Consumers may just wait for the incentives
May diminish image of the firm, represent decline in
the product quality.
Reduces profit margins, customers may stock up
during the promotion.
Shift focus away from the product itself to secondary
factors, therefore no product differential advantage.
23. Sales Promotion
Type of Sales Promotion.
Point of purchase.
Contest.
Sweepstakes.
Coupons.
Frequent Shoppers.
Prizes.
Demonstrations.
Referral Gifts.
2 for prices of 1
Samples.
Premiums.
Special Events.
24. Coupons:
Usually reduce the purchase price or offered as cash. Need to state the offer clearly
and make it easy to recognize.
Demonstrations:
Excellent attention getters. Labor costs are usually high.
Frequent User Incentives:
Major airlines, helps foster customer loyalty to a specific company. Credit card
companies. Trading stamps-Co-ops bank in England, foster retail loyalty.
Point of Purchase Display:
Outside signs, window displays, counter pieces, display racks. 90% of retailers
believe that point of purchase materials sell products.
Essential for product introductions. Also with 2/3 of purchasing decisions made in
the store, they are important.
Free Samples:
Stimulate trial of product. Increase sales volume at the early stage of
the product life cycle and obtain desirable distribution.
Most expensive sales promotion technique.
Not appropriate for mature products and slow turnover products.
25. Money Refunds/Rebates:
Submit proof of purchase and mail specific refund, usually need multiple purchase for
refund. Helps promote trial use, due to the complexity of the refund, it has little impact.
Customers have a poor perception of rebate offered products.
Used extensively in the Auto and Computer industry.
Premium Items:
Offered free or at minimum cost as a bonus. Used to attract competitors customers,
different sizes of established products.
Gas stations give free glasses--basics buy!! McDonalds premium items are considered
collectors items by some!
Flintstones program last year with McDonalds.
Burger King with the Lion King movie
Last summer the following tie-in premium programs.
Cents-off Offer:
Strong incentive for trying a product-very similar to coupons, but are a part of the
package.
Consumer Contests and Sweepstakes:
Consumers compete based on their analytical or creative skills. Must be accurate or you
will anger customers/retailers.
Sweepstakes are prohibited in some states.
26. Sales Promotion
Advantages of Sales Promotion.
It is often has eye catching appeal.
Themes and tools can be distinctive.
The consumer may receive something of value, such as
coupons or free merchandise.
It helps to draw customer traffic and maintain loyalty to the
retailer.
Impulse purchase are increased.
Customers can have fun, particularly with contests and
demonstrations.
27. Direct Marketing:
In direct marketing the marketers communicate directly with the customers to
sell their products. Traditionally its not included in Promotion Mix but now
its becoming an important part of IMC (Integrated Marketing
Communication).
In direct marketing the main thing is not only have direct mailing to the
customer but also database management, contact management, telemarketing,
direct response, direct mail, direct email, shopping through company catalog
list, and websites are also included.
The most important thing in Direct Marketing is Direct Personal Response
where manufacturers compel the customers to buy the products directly from
them. Customer watches the ad on TV, or Newspaper and contacts the
manufacturer for the product. Direct Mail used to be the primarily medium
for the Direct Personal Response but now email, Internet, TVs has taken its
place.
Direct Marketing is very helpful for the people those have money and they
don’t have the time to go to the store and buy the thing. Direct Marketing
provides them a way to directly contact the manufacturer and buy the thing at
28. Publicity:
Publicity is the important part of promotional mix. In publicity no
payment is made to the publisher. Basically publicity is done in the
form of:
Product Reviews
Discussions about the product in different forums
In local Events
News and Editorials
Publicity is actually the type of non personal communication regarding
the product or the service. Publicities do an important role to make
the decisions of the people about any product because the one who is
publicizing a product is not directly involved with the company. In
publicity the product is directly criticized and/or appreciated.
29. Personal Selling:
In personal selling there is a direct contact
between the buyer of the product and the seller
of the product. Feedback is received very
quickly and the seller can change the message
according to the needs of the consumer. This is
basically used in Business to Business models.
30. Personal Selling.
Personal Selling.
Objective Of Personal Selling.
Advantages Of Personal Selling.
Disadvantages Of Personal Selling.
Publicity / Personal Relations.
31. Planning Retail Communication
1. Setting Objectives.
2. Determining Communication Budget.
3. Allocating the Budget.
4. Implementing and Evaluating the Budget.
32. Managing In store Promotion and
Events
A cardinal rule to be followed in store promotion is that there should always
be some excitement or events happening in the store or there is a chance that
consumer may forget the store – they have so many other attraction in the
market. It is for the store manager to keep creating these exciting programmes
revolving around his store so that consumers keep coming in hoards, when
they came, the store has so much to offer that it convert them into buyers.
Some examples of excitement creation are.
KEMP Fort used to have a fashion show with local models every evening to
get shoppers to the store before they went home from work.
Cross word book store invites leading authors to talk their newly released
book in the store. The book get sold in the large number on that day (authors
normally autographs each buy) but the store traffic creates impulse buying.
All the Pizza parlor run special ‘combo’ offer to attract families.
Food bazaar has regular discount sales period.
Retailers have special offers for frequent buyers or loyalty cards. Shopper Stop
has regular campaign running on this.
33. Managing In store Promotion and
Events
Types of In store Promotions.
2. Price off Pack.
3. Premiums.
4. Self liquidating Premiums.
5. Personality promotions.
6. Completions.
7. Cooperative Promotions
8. Samplings.
9. Coupons.
10.Cash backs.
11.Multi Packs.
12.In store sales persons.
34. Price off Pack.- “10 Rs off” printed on banded on the pack.
Premiums.- Small gift either in, or occasionally attached to, the
pack, e.g. plastic toys
Self liquidating Premiums.- Cheap promotion primarily
concerned with obtaining in store display. The customer right to
supplier for the gift, enclosing pack tops plus money. The gifts
are likely to be brought in bulk by the supplier, giving it the
benefit of large discount, thus making the brought in unit price
low enough to be covered by the profit on all extra sales made.
Personality promotions.- Some manufacturer use TV
personalities to promote their products, but their appeal may be
declining because so many companies now use them. To avoid
overexposure some firms now use personalities selectively, e.g.
in certain part of country.
35. Competitions.- These are often printed on the packs with advantage
to the supplier that budget is known in advance, with the requisite
number of prizes ordered from suppliers.
Cooperative Promotions – For e.g. two or more branded products
sharing (and funding) a joint in store promotion, e.g. garden peat and
packet seeds.
Samplings.- The giving away, often in store, of product sample, some
times with demonstrator present,
Coupons.- Price-off coupons is printed on the packs or in store hand
outs, usually allowing a substantial saving on the next purchase of the
brand. The effectiveness of this type of promotion can be significantly
reduced if the store allow the coupons to be redeemed for quite
different goods – this is called malredemption.
Cash backs.- customer have to send pack tops back to the
manufacturer and, although initially attractive, may be loath to in
practice due to the hassle; this reduces the cost of promotion, as a result
of low redemption.
36. Multi Packs.- Two or more packs are attached and sold for a
better price than buying the items singly. Occasionally a
stretched version of the pack obviate the extra shelf space
required. Popular in toiletries and drinks.
In store sales persons.- an example would be demonstrator
used in the electrical white goods market. To work well,
probably there has to be a further inducement offered e.g
reduce prices. This promotion is used selectively, normally in
supermarkets, departmental stores and electrical goods store.