Zahid.basic Communication Tools

7/30/2019 Zahid.basic Communication Tools

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2013


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BasicMarketing

Communication

Tools


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Fasiul Hoque Fahim

Roll. 29


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Marketing Communications Mix

The specific blend of promotion tools that the company uses topersuasively communicate customer value and build customer

relationships.


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Five Major Marketing Communication Tools

Advertising

Sales PromotionPublic Relations

Personal Selling

Direct Marketing


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Integrated Marketing Communication (IMC)

meansCarefully integrating and coordinating the companys manycommunications channels to deliver a clear, consistent, and compelling

message about the organization and its products.


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1. Start with the customer or prospect.

2. Use any form of relevant contact or touch point.

3. Speak with a single voice.

4. Build relationships.

5. Affect behavior.

F ive Key

Features of IMC


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Obstacles to Implementing IMC

Integration requires tight coordination among all elements of a

marketing communication program.

Few providers of marketing communication services have thediversity of skills required to execute an IMC program.

Direct-to-customer advertising is more difficult than a mass

media campaign.

The greatest challenge is making sure that all marketing

communication tools are consistently executed.


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S.M. Zahidur Rahman

Roll. 45


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meansAny paid form of nonpersonal presentation and promotion of ideas,

goods, or services by an identified sponsor.

Advertising


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Major Advertising Decisions

ObjectivesSetting

BudgetDecisions

DevelopingAdvertising

Strategies

AdvertisingEvaluation

Message Media


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Objectives Setting

Communication Objectives

Sales Objectives


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Budget Decisions

Affordable Approach

Percent of SalesCompetitive Parity

Objective & Task


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Developing Advertising Strategies

Message Decisions Strategy and Execution

&Media Decisions

Major media types

Specific media vehicles

Media timing


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Advertising Evaluation

our beer is brewed in Belgium ..

This ad is not effective

Effectiveness

&


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Md. Mihrab Anjum

Roll. 73


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Sales Promotion

means

Short term incentives to encourage the purchase or sale of a product

or service.


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Major Sales Promotion Tools

ConsumerPromotions

TradePromotions

BusinessPromotions


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Consumer Promotion Tools

Samples

Coupons

RefundsPremiums

Point-of-purchase displays to contests

Sweepstakes

Event sponsorships


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Trade Promotion Tools

Allowance

Discounts

Free goods

Push money

Free specialty advertising items


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Business Promotion Tools

Conventions and Trade shows

Sales contest


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Avijit Ghosh Dastidar

Roll. 97


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Public Relations

meansThe Building good relations with the companys various publics byobtaining favorable publicity, building up a good corporate image, and

handling unfavorable rumors, stories, and events.


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Functions of Public Relation Department

Press relations or press agency Creating and placing newsworthy

information in the news media.

Product publicity Publicizing specific products.

Public affairs Building and maintaining national or local community

relations.


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Functions of Public Relation Department

Lobbying Building and maintaining relations with legislators and

government officials.

Investor relations Maintaining relationships with shareholders and

others in the financial community.

Development Public relations with donors or members of nonprofit

organizations to gain financial or volunteer support.


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Public Relation Tools

News

Speeches

Special events

Written materials

Audio-visual materials

Corporate identity materials

Public service activities

Social networking


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Md. Arif Al Hasan

Roll. 173


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Personal Selling

meansPersonal presentation by the firms sales force for the purpose of

making sales and building customer relationships.


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Personal selling becomes more important

when . . .

The product is more complexThe product is more expensiveThe product is bought infrequentlyThe customers is another business i.e. B2B markets


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The role of the sales representative

To gather information about customer wants

To advise customers

To build goodwill

To deal with complaints

To close the sale - i.e. to secure a sale

To provide after -sales service

To collect orders from customers


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The Personal Selling process

Prospecting

Preapproach

Handling

objections

Approach

Follow-up

Presentation

Closing


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Abu Mohammad Zamilur Rahman

Roll. 177


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Direct Marketing

meansConnecting directly with carefully targeted individual consumers to both

obtain an immediate response and cultivate lasting customer

relationships.


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Forms of direct marketing

Directmail

marketing

Catalogmarketing

Telephonemarketing

Directresponsetelevisionmarketing

Kioskmarketing


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Online Marketing

meansCompany efforts to market products and services and build customer

relationships over the internet.

Fastest- growing

form of direct

marketing


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Online Marketing Domains

B2C B2B

C2C C2B

Targeted to

consumers

Initiated bybusiness

Initiated byconsumer

Targeted to

business


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THANK YOU

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Zahid.basic Communication Tools