Transcript Chapter 16
Chapter 16 Promoting Products Using Integrated & Interactive Marketing Communication Learning Goals 1. List and describe the various elements of the promotion mix. 2. Illustrate the seven steps of the selling process. 3. Describe the functions of the public relations department and the role of publicity. 4. Explain the importance of sales promotion and word of mouth as promotional tools. 5. Describe advantages and disadvantages of various advertising media and explain the latest advertising techniques. 6. Compare and contrast push and pull promotional strategies. 7. Describe integrated marketing communication and the role of interactive communications within it. Video The Importance of Marketing, Communication, & Promotion The Promotion Mix Promotion tools Organization uses Personal & Business-ToBusiness Selling Steps in Selling Process Prospect and Quality Pre-approach Approach Make presentation Answer objections Close sale Follow-up Public Relations & Publicity Public Relation Listen to the public Develop policies and procedures in the public interest Inform people that you’re being responsive to their needs Publicity Advantages Disadvantages It’s free You have no It’s more control It does not last believable Publicity reaches a broader market Damage Control? Word of Mouth Promotional gimmicks; fairs, clowns, music, etc. Clever or funny advertising Asking or paying people Providing a quality product or service QUALITY Hey! I know a good place. . . Advertising The Importance of Advertising Television Commercials Infomercials Newspaper Direct Mail Using Technology in Advertising and Promotion Interactive T.V. CD-ROM Using On-Line Computer Services in Advertising Customized Advertising Versus Global Advertising Preparing the Promotion Mix Promotional Strategies The Age of Interactive Marketing Integrated Marketing Communication Interactive Marketing On the Internet Marketing Services On the Internet The New Interactive Media