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Spreading the Message:

Promotional Strategies

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What Is Promotion?

Promotional strategy

Direct interaction

Indirect interaction

Promotional goals

Product variables Promotional mix

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Promotional Goals

Informing

Persuading

Reminding

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The Promotional Mix

Personal selling

Advertising

Direct marketing

Sales promotion

Public relations

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Elements of Promotion

Personal selling

Advertising

Direct marketing

Sales promotion

Public relations

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Product Variables

Complexity

Familiarity

Price

Life cycle

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Market Variables

Target Market

Size

Concentration

Marketing strategy

Push

Pull

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Personal Selling

Customer-oriented marketing

Partnering with customers

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Types of Sales Personnel

Order getters

Order takers

Sales support

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Support Functions

Missionary sales

Technical sales

Trade sales

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Personal Selling Process

1. Prospecting

2. Preparing

3. Approaching

4. Presenting

5. Handling objections

6. Closing

7. Following up

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Advertising and Direct

Marketing Product awareness

Product image Consumer demand

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Types of Advertising

Product

Institutional

National and local

Word-of-mouth

Stealth

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Advertising Appeals

Emotional

Logical

Celebrity

Sex

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Advertising Media

Media plan

Media mix

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Major Advertising Media

Newspapers

Television

Direct mail

E-mail

Radio Magazines

Internet

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Developments in E-Mail

Marketing Can SPAM Act 2003

Legitimate marketers

SPAM marketers

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Developments in Online Media

Display ads

Search engine ads

Blog ads

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Sales Promotion

Consumer promotion

Trade promotion

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Consumer Sales Promotion

Coupons

Rebates

Point-of-purchase

Special-event sponsoring

Cross-promotions

Samples Premiums

Specialty advertising

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Trade Sales Promotion

Trade allowances

Display premiums

Contests or sweepstakes

Travel bonus programs

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Public Relations

Professional firms

Press relations

News releases

News conferences

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Integrated Marketing

Communications Public relations

Personal selling

Advertising

Direct marketing

Sales promotion