promotion mix
the combination of promotional tools an organization uses; includes
(1) advertising,
(2) personal selling,
(3) sales promotion,
(4) public relations
integrated marketing communication (IMC)
a technique that combines all the promotional tools into one comprehensive, unified promotional strategy; used by marketers to create a positive brand image, meet the needs of the consumer, and meet the strategic marketing and promotional goals of the fir
steps in a promotional campaign
(1) identify a target market;
(2) define the objectives for each element of the promotion mix, goals should be clear and measurable;
(3) determine a promotional budget;
(4) develop a unifying message;
(5) implement a plan;
(6) evaluate effectiveness
advertising
paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message
propaganda
nonpersonal communication that does not have an identified sponsor
#1 and #2 advertising media
direct mail; TV
retail advertising
advertising to consumers by various retail stores such as supermarkets and shoe stores
trade advertising
advertising to wholesalers and retailers by manufacturers to encourage them to carry their products
B2B advertising
advertising from manufacturers to other manufacturers
institutional advertising
advertising designed to create an attractive image for an organization rather than for a product (i.e. "Virginia is for Lovers")
product advertising
advertising for a good or service to create interest among consumer, commercial, and industrial buyers
advocacy (cause) advertising
advertising that supports a particular view of an issue (i.e. an ad in support of gun control or against nuclear power)
comparison advertising
advertising that compares competitive products
interactive advertising
customer-oriented communication that enables customers to choose the information they receive, such as interactive video catalogs that let customers select which items to view
online advertising
advertising messages that appear on computers as people visit different websites; brings customers and companies together; enables advertisers to see just how many people have clicked on a commercial and how much of it each potential customer has read or
mobile advertising
advertising that reaches people on their cell phones
advantages and disadvantages of various advertising media
The most effective media are often very expensive. The inexpensive media may not reach your market. The goal is to use the medium that can reach your desired market most effectively and efficiently
product placement
putting products into TV shows and movies where they will be seen
infomerical
a full-length TV program devoted exclusively to promoting goods or services
interactive promotion
promotion process that allows marketers to go beyond a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships
Many marketers are moving from ___ to _____
globalism (1 ad for everyone in the world) .... regionalism (specific ads for each country or for specific groups within a country)
personal selling
the face-to-face presentation and promotion of goods and services
7 steps of the selling process
(1) prospect and qualify,
(2) preapproach,
(3) approach,
(4) make a presentation,
(5) answer objections,
(6) close the sale,
(7) follow up
prospecting
researching potential buyers and choosing those most likely to buy
qualifying
in the selling process, making sure that people have a need for the product, the authority to buy, and the willingness to listen to a sales message; the selection process
lead generation
the process of prospecting and qualifying
preapproach phase
learn as much as possible about customers and their wants and needs
trial close
a step in the selling process that consists of a question or statement that moves the selling process toward the actual close
1st step in B2C sales process
approach
public relations
the management function that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding an acceptance; a good program has 3 steps:
(1) lis
publicity
any information about an individual, product, or organization that's distributed to the public through the media and that's not paid for or controlled by the seller
sales promotion
the promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities; creates enthusiasm for the overall promotional program; can take place both within and outside the company
internal sales promotion efforts
1) sales training, (2) the development of sales aids such as flip charts, portable AV displays, videos, (3) participation in trade shows
sampling
a promotional tool in which a company lets consumers have a small sample of a product at no charge
event marketing
sponsoring events such as rock concerts or being at various events to promote your products
word-of-mouth promotion
a promotional tool that involves people telling other people about products they've purchased
viral marketing
the term now used to describe everything from paying customers to say positive things on the Internet to setting up multilevel schemes whereby consumers get commissions for directing friends to specific websites
blog
an online diary that looks like a webpage but is easier to create and update by posting text, photos, or links to other sites
podcasting
a means of distributing audio and video programs via the Internet that lets users subscribe to a number of files (feeds), and then hear/view the material at the time they choose
push strategy
promotional strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise
pull strategy
promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they'll request the products from retailers
pick economy
customers who pick out their products from online outlets or who do online comparison shopping