Terry timothy sect2_marketing

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This document discusses various marketing campaign strategies and techniques including developing advertising programs by setting objectives, budgets, messages, and evaluating communications. It also covers direct marketing methods like direct mail, catalogs, and telemarketing as well as word-of-mouth marketing. Additionally, it examines the impact of reach and frequency on marketing effectiveness and principles for personal selling including prospecting, presenting, demonstrating, overcoming objections, and following up. Finally, it outlines the five M's of marketing as mission, money, message, media, and measurement.

Business News & Politics

Getting VALUE
Out of Your
Marketing Campaign
By Timothy Terry
Managerial Marketing SUS6060-2, FA2010
Kotler Chapters 17-19

Developing Advertising Program
1. Set Objectives
2. Establish Budget
3. Choose Message and Create
Strategy
4. Decide on the Media
5. Evaluate Communications and
Sales Effects

Direct Marketing
Direct Mail
Catalog
Interactive
Bus. to Bus. Telemarketing

Connectors and Salesfolk
Cliques, Mavens,
Connectors help spread
ideas and behaviors because
they connect with large
groups of people who get
things done.

Reach, Frequency Impact
(weighted exposure)
WE = R x F x I
R = # Households Exposed
F = # Times Exposed
I = Quality of an Exposure

AD Effect Research
Copy, Portfolio and
Laboratory Testing

Prospecting, Pre-approach
Presentation
Demonstration
Overcoming Objections
Closing
Follow-Up

Principles of Personal Selling
Situation
Problem
Implication
Need Payoff

The 5 M’s
Mission
Money
Message
Media
Measurement

Public relations involves unpaid interactions between a company and the public through media presence and employee interactions, with the goal of championing causes or calls to action. Marketing covers both paid and unpaid customer interactions, including public relations and advertising. Advertising allows companies total control over their media presence but is seen as less trustworthy since it is paid media, though it guarantees a certain level of exposure unlike unpaid public relations efforts.

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St differencesbetweenadvertisingand pr

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