1、,The Marketing Communication Mix,AdvertisingSales PromotionPublic RelationsPersonal SellingDirect Marketing,Promotion Mix Strategy,Push Strategy : Using the sales force and trade promotion to push the product through channels.Pull Strategy: Spending a lot on advertising and consumer promotion to bui
2、ld up consumer demand.,Advertising,Objective Setting _ Communicationobjective Salesobjective,Budget Decision _ Affordable approach Percent of Sales Competitive parity Objective and task,Message decisions _ Message strategy Message execution,Media decisions _ Reach, frequency, Impact Major media type
3、s Specific media vehicles Media timing,Campaign evaluation _CommunicationImpact Sales Impact,Advertising,Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.,The eleven classes of advertising,1) Persuasive 2) Informative 3) Institutional 4) Fi
4、nancial 5) Classified; for personal column 6) Retail 7) Cooperative 8) Industrial & business to business 9) Government 10) Trade 11) Direct respond, eg. direct order,Reasons of advertising,1) To announce a new product 2) To announce a modification to the existing product 3) To remind the customers t
5、hat the product still available in the market 4) To educate consumer 5) To maintain sales 6) To increase profit 7) To challenge competition 8) To retrieve lost sales 9) To please the sales force 10) To attract investor 11) To show the strong position of the company in the market,Sales Promotion,A di
6、rect inducement that offers an extra value or incentive for the product to the sales force, distributors or the ultimate consumer with the primary objective of creating an immediate sales.,Types of Sales and Promotion Activities,1) Consumer-oriented promotion: the target group is direct to end user2
7、) Trade-oriented promotion: the target group is middleman,Consumer-oriented Sales Promotion Techniques,1) Sampling Door-to-door sampling Sampling through the mail In store sampling On-package sampling 2) Couponing 3) Free premium 4) Self-liquidating premium 5) Contest and Sweepstakes 6) Refunds and
8、Rebates 7) Bonus packs 8) Price-off deals 9) Event sponsorship,Public Relations,The management function which evaluate public attitudes, identifies the policies and procedures of an organisation with the public interest and executes a program of action to earn public understanding and acceptance.,Pu
9、blic Relations departments may perform any or all of the following functions.,Press relations Product publicity Public affairs Investor relations Development PR with donor of nonprofit organisation to gain financial or volunteer support Lobbying- good relations with government,PR Tools,Press release
10、 Press conference Blood donation Recycle project Community Service ( eg. beach cleaning campaign),Personal Selling,It involves selling through a person-to-person communication process.,Various Name To Do Sales,Salespeople Sale representatives Account executives Sales consultants Sales engineers Agen
11、ts District managers Marketing representatives Account development reps,Designing Sales Force Strategy and Structure,Designing sales force strategy and structure,Recruiting and selecting salespeople,Training salespeople,Compensating salespeople,Evaluating salespeople,Supervising salespeople,Personal
12、 Selling Process,Prospecting and qualifying,Preapproach,Approach,Presentation and Demonstration,Handling Objections,Closing,Follow- up,Personal Selling,Advantages: Allowing for two-way interaction Tailoring of a message Lack of distraction Involvement of consumer in the decision process,Disadvantage
13、s: Inconsistent message May cause conflict High cost Poor reach Potential ethical problems,Direct Marketing,Refers to a system of marketing by which organization communicate directly with target customers to generate a response or transaction,The Growth of Direct Marketing,The widely used of consume
14、r credit cards The increase of direct-marketing syndicates The changing structure of the society and the market Technological advances Company image consideration - a way to show “care”.,Direct Marketing Media,Direct mail Catalogs Broadcast media- direct-response television or radio marketing Print media Telemarketing or sales by telephone Electronic media Electronic tele-shopping eg. internet shopping Personal Selling Kiosk Marketing eg. Hallmark and American Greetings use kiosks to help customer create and purchase personalized greeting cards. Direct mail marketing Fax, e-mail, voice mail,
