2 Topics Promotion The promotion mix Promotion planning Developing the promotion mix Pricing objectives Setting prices
3 Promotion One of marketing’s four P’s Informs, persuades, reminds May be direct –Face-to-face May be indirect –Through media
4 The Promotion Mix Advertising Personal selling Sales promotion Public relations
5 Advertising Classification methods: –Purpose classified Product (brand) advertising Institutional advertising –Sponsor classified National advertising Local advertising Cooperative advertising –Target classified Consumer advertising Industrial advertising Media Social/legal considerations
6 Personal Selling Most expensive method of promotion Salespersons –Field selling – Telemarketing –Over-the-counter selling Sales support –Missionary salespeople– Trade salespeople –Technical salespeople Personal selling process –Prospecting & qualifying– Answering objections –Approaching prospect– Closing sale –Making presentation– Following up –Demonstration
7 Sales Promotion Inducements to customers or salespersons Supplement other promotional methods Factors affecting choice of sales promotion methods: –Product characteristics –Target market characteristics –Distribution channels –Competitive & regulatory forces Important methods: –Rebates– Contests – Trade shows –Coupons– Specialty advert. – Buying allow- –Samples– POP displays ances –Premiums– Frequent user incentives
8 Public Relations Public relations tools –Written materials –Corporate-identity materials –Speeches –Event sponsorship –Publicity Always free May be positive or negative Most widely used type: press release PR enhances reputation, creates image, reduces unfavorable effects of negative events
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