PowerPoint Presentation
Types of marketing communication
Advertising
Sales promotion
Direct marketing
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DefinitionNon personal form of communicationIncludes
imagination, creativityTo promote new productRole of advertisingIt
acts as a guide bookBuilding of brand imagePower of
advertisingAdvertising mediaNewspapersMagazinesTelevisionCommercial
radioCinema Online media
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Sales promotion
Definition
Tactical marketing techniquesTo add value to a product To
achieve specific sales and marketing objectives
Sales promotion tools
Free samples/visits/consultationsMoney-off price
incentivesCoupons/vouchersGift offersCompetitions
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AdvertisingDefinition :Advertising is a one-way communication of
a persuasive message by an identified sponsor, whose purpose is
non-personal promotion of products/services to potential customers
Time : Long TermExpensive : Mostly expensive Purpose : Increases
sales, brand buildingExamples : Giving an advertisement in the
newspaper about the major products of a company Sales promotion
Definition : Sales promotion usually involves an immediate
incentive for a buyer (intermediate distributor or end consumer).
It can also involve disseminating information about a product,
product line, brand, or company.Time : Short TermExpensive : Not
very expensivePurpose : Increases sales only Examples : Giving free
products, coupons etc.Difference between advertising and sales
promotion
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Direct marketing DefinitionChannel agnostic form Allows
communication with business and non profit organization straight to
customersDevelopment of customer databasesIdentifies
customersSources of customer databasesRoutine customer
inquiriesCustomer ordersBuying and mailing
listsAdvantagesDisadvantages
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