Transcript Advertising Public Relations Sales Promotion Personal Selling Word

PROMOTION
1
Promotion
Communication by marketers
that informs, persuades, and
reminds potential buyers of a
product in order to influence an
opinion or elicit a response.
2
Promotional Mix
Combination of promotion tools
used to reach the target market
and fulfill
Advertising
the organization’s
Public Relations
overall goals.
Sales Promotion
Personal Selling
Word-of-Mouth
3
Advertising
Impersonal, one-way
mass communication
about a product or organization
that is
paid for by a marketer.
4
Advertising Media
Traditional
Advertising Media
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Television
Radio
Newspapers
Magazines
Books
Direct mail
Billboards
Electronic
Advertising Media
 Internet
 Electronic mail
 Interactive video
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Advertising
Advantages

Reach large number
of people

Low cost per
contact
Disadvantages

Total cost is high
6
Public Relations
Public information about a
company, good, or service
appearing in the mass media as a
news item, which is free to the
company.
7
Public Relations
Advantages



Publicity is free;
advertising is not
Can be used to create a
positive image within
the community
Viewed as being more
credible or believable
than advertising
Disadvantages

Give up much of your
control of your
message

Not all publicity is
positive
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Sales Promotion
Free samples
Contests
Trade Shows
Popular Tools
for
Consumer Sales
Promotion
Vacation Giveaways
Coupons
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Sales Promotion
Advantages

Unique and has special
appeal to a potential
customer
Disadvantages



Helps build customer
loyalty
Difficult to end without
the customers becoming
dissatisfied
Store image and sales
can suffer if the
promotion is not
properly planned and
managed
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Personal Selling
Planned presentation to
one or more prospective buyers
for the purpose
of making a sale.
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Personal Selling
Advantages

Person contact with
customer

Can track success
Disadvantages

On a per contact
basis, personal
selling is the most
expensive form of
promotion
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Characteristics of Advertising
Advertising
Communication Mode
Indirect and non-personal
Communication Control
Low
Feedback Amount
Little
Feedback Speed
Delayed
Message Flow Direction
One-way
Message Content Control
Yes
Sponsor Identification
Yes
Reaching Large Audience
Message Flexibility
Fast
Same message to all audiences
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Characteristics of Public Relations
Public Relations
Communication Mode
Communication Control
Feedback Amount
Usually indirect, non-personal
Moderate to low
Little
Feedback Speed
Delayed
Message Flow Direction
One-way
Message Content Control
No
Sponsor Identification
No
Reaching Large Audience
Message Flexibility
Usually fast
Usually no direct control
14
Characteristics of Sales promotion
Sales Promotion
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Usually indirect and non-personal
Moderate to low
Little to moderate
Varies
Mostly one-way
Message Content Control
Yes
Sponsor Identification
Yes
Reaching Large Audience
Message Flexibility
Fast
Same message to varied target
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Characteristics of Personal Selling
Personal Selling
Communication Mode
Direct and face-to-face
Communication Control
High
Feedback Amount
Much
Feedback Speed
Message Flow Direction
Immediate
Two-way
Message Content Control
Yes
Sponsor Identification
Yes
Reaching Large Audience
Message Flexibility
Slow
Tailored to prospect
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Goals and Tasks of Promotion
Informing
Reminding
Target
Audience
Persuading
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