© Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 1 Promotional Strategies

© Prentice Hall, 2007 Excellence in Business, 3e Chapter 15 - 1

Promotional Promotional StrategiesStrategies


What Is Promotion?What Is Promotion?

Promotional Strategy

PromotionalGoals

ProductVariables

PromotionalMix

DirectInteraction

IndirectCommunication


Promotional GoalsPromotional Goals

Inform Persuade Remind

Attract NewCustomers

Attract NewCustomers

Differentiate theProduct

Differentiate theProduct

InfluenceDecision Makers

InfluenceDecision Makers

AidDistributors

AidDistributors Stabilize SalesStabilize SalesSell to Existing

Customers

Sell to Existing Customers

Boost NameRecognition

Boost NameRecognition

Create SalesLeads

Create SalesLeads


The Promotional MixThe Promotional MixActivity Reach Timing Flexibility

Cost/Exposure

Personal Selling

Advertising

DirectMarketing

SalesPromotion

PublicRelations

Direct InteractionLimited Reach

Indirect InteractionLarge Reach

Direct InteractionLarge Reach



Regular Contact

Regular Contact

Intermittent

Intermittent

Intermittent

TailoredMessage

Standard Message

CustomizedMessage

StandardMessage

StandardMessage

Relatively High

Low to Moderate

Relatively High

Varies

No Direct Cost


Elements of PromotionElements of Promotion

Personal sellingPersonal selling

AdvertisingAdvertising

Direct marketingDirect marketing

Sales promotionSales promotion

Public relationsPublic relations


Product VariablesProduct VariablesProduct VariablesProduct Variables

ComplexityComplexityComplexityComplexity

PricePricePricePrice

FamiliarityFamiliarityFamiliarityFamiliarity

Life CycleLife CycleLife CycleLife Cycle

Advertising

Direct MarketingPe

rson

al S

ellin

g

Sales PromotionPublic Relations


Market VariablesMarket Variables

Target MarketTarget Market Market StrategyMarket Strategy

ClusteredClustered DispersedDispersed

PersonalSelling

PersonalSelling

ProductAdvertisingProduct

Advertising

IntermediariesIntermediaries CustomersCustomers

PushStrategyPush

StrategyPull

StrategyPull

Strategy


Personal SellingPersonal Selling

Customer-OrientedMarketing

Customer-OrientedMarketing

Partnerships withCustomers

Partnerships withCustomers


Order GettersOrder GettersOrder GettersOrder Getters

Sales SupportSales SupportSales SupportSales Support

Order TakersOrder TakersOrder TakersOrder Takers

Types of Sales PersonnelTypes of Sales Personnel

HighHigh

LowLow

Creative Creative SellingSelling

LowLow

HighHigh

Order Order ProcessingProcessing


Support FunctionsSupport Functions

Missionary SalesMissionary Sales

Technical SalesTechnical Sales

Trade SalesTrade Sales

http://www.marshall.usc.edu/web/marketing.cfm?doc_id=3778





Personal Selling Personal Selling ProcessProcess

ProspectingProspecting1

PreparingPreparing2

ApproachingApproaching3

PresentingPresenting4

HandlingObjectionsHandling

Objections

5

ClosingClosing6

Following UpFollowing Up7


Product AwarenessProduct AwarenessProduct AwarenessProduct Awareness

Product ImageProduct ImageProduct ImageProduct Image

Consumer DemandConsumer DemandConsumer DemandConsumer Demand

Advertising and Direct Marketing

http://www.wikipedia.org/wiki/Advertising


Types of AdvertisingTypes of Advertising

Product

Institutional

National and Local

Word of Mouth

Competitive Advertising, Comparative Advertising

Green Marketing, Corporate or Advocacy Advertising

Nationwide Coverage, Cooperative Advertising

Repeat Customers, Buzz Marketing


Advertising AppealsAdvertising Appeals

LogicalLogical EmotionalEmotional

CelebrityCelebrity SexualSexual

Target Market

Audience

Pro

du

ctS

erv

ice


Advertising MediaAdvertising Media

Media Plan Media Plan

Media Mix Media Mix


Major Advertising Major Advertising MediaMedia

NewspapersNewspapers

E-mailE-mail

TelevisionTelevision Direct MailDirect Mail

InternetInternetMagazinesMagazinesRadioRadio


Developments Developments in E-Mail Marketingin E-Mail Marketing

Legitimate Marketers

Legitimate Marketers

PermissionMarketing

PermissionMarketing

“Opt-In”Choices

“Opt-In”Choices

SPAM Marketers

SPAM Marketers

“Harvested”Addresses

“Harvested”Addresses

“AddressGuessing”“AddressGuessing”

CAN-SPAM Act of 2003


Developments Developments in Online Mediain Online Media

Display Ads

Search Engine Ads

Blog Ads


Sales PromotionSales Promotion

ConsumerConsumerPromotionPromotionConsumerConsumerPromotionPromotion

TradeTradePromotionPromotion

TradeTradePromotionPromotion


Consumer Consumer Sales PromotionsSales Promotions

CouponsCoupons

RebatesRebates

Point-of-PurchasePoint-of-Purchase

Special-Event AdvertisingSpecial-Event Advertising

SamplesSamples

PremiumsPremiums

Cross-PromotionsCross-Promotions

Specialty AdvertisingSpecialty Advertising


Trade SalesTrade SalesPromotionPromotion

Trade AllowancesTrade Allowances

Display PremiumsDisplay Premiums

Dealer ContestsDealer Contests

Travel Bonus ProgramsTravel Bonus Programs


Public RelationsPublic Relations

NewsConferences

NewsReleases

CommunityRelations

PressRelations

InvestorRelations

GovernmentAffairs

Product Publicity


Integrated Marketing Integrated Marketing CommunicationsCommunications

Integrated Marketing Integrated Marketing CommunicationsCommunications

IMCIMCIMCIMC

PublicPublicRelationsRelations

PersonalPersonalSellingSelling

ProductProductAdvertisingAdvertising

DirectDirectMarketingMarketing

SalesSalesPromotionPromotion

EffectivenessEffectiveness

ConsistencyConsistency

Imp

act

Imp

actC

lari

tyC

lari

ty

Documents

© Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 1 Promotional Strategies