1. Principles of Marketing Lecture-38

2. Summary of Lecture-37

3. Supervising Salespeople

4. Motivating Salespeople

5. Evaluating Salespeople

6. Direct Marketing

7. Better targeting reduces waste Better targeting reduces waste Breaks through ad clutter Breaks through ad clutter

8. Advantages of Direct Marketing

9. Factors Driving Direct Marketing Growth

10. Predictive Modeling Predictive Modeling Customized Products Customized Products Convenience Fragmented Markets Fragmented Markets Shrinking Media Audiences Shrinking Media Audiences Immediate Sales Immediate Sales Price Sensitivity Price Sensitivity

11. Forms of Direct Marketing

12. Direct Mail Kiosk Marketing Online Marketing Telemarketing Direct-Response TV Marketing Catalog Face-to-Face Selling

13. Customer Databases

14. Identifying Prospects Deciding Which Customers Should Receive a Particular Offer Deciding Which Customers Should Receive a Particular Offer Deepening Customer Loyalty Reactivating Customer Purchases How Companies Use Their Databases ?

15. Today’s Topics

16. Other Marketing Applications through Databases

17. Match profiles to cross-sell other products to customers Modify marketing messages based on customer profiles Reach out to customers to reinforce the purchase decision

18. Find new customers Gain insight into who is purchasing products Improve customer service

19. Disadvantages

20. Marketing databases can be costly and time consuming. Databases need to be carefully planned. Consumer privacy issues.

21. Integrated Direct Marketing

22. Direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits. Marketers seek to improve response rates and profits by adding media and stages that contribute more to additional sales than to additional costs.

23. Ethical Issues in Direct Marketing

24. Irritation to Consumers Unfairness, Deception, or Fraud Invasion of Privacy

25. Public Relations

26. Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image” and handling or heading off unfavorable rumors, stories and events.

27. Major functions are: – Press Relations – Product Publicity – Public Affairs – Lobbying – Investor Relations – Development

28. Evaluates public attitudes Identifies issues of public concern Executes programs to gain public acceptance The Role of Public Relations The Role of Public Relations

29. The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.

30. Major Public Relations Tools

31. Special Events Special Events Written Materials Written Materials Corporate Identity Materials Corporate Identity Materials Speeches News Audiovisual Materials Audiovisual Materials Public Service Activities Public Service Activities Web Site

32. Other PR Tools

33. New product publicity Consumer education Event sponsorship Issue sponsorship Company websites

34. Press releases Press conferences Exclusives Interviews Community involvement

35. Major Public Relations Decisions

36. Setting Public Relations Objectives Choosing the Public Relations Messages and Vehicles Choosing the Public Relations Messages and Vehicles Implementing the Public Relations Plan Evaluating Public Relations Results

37. Publicity

38. Public information about a company, good, or service appearing in the mass media as a news item.

39. Stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of commercially significant news or favorable media presentations. Publicity is more credible to consumers than any other promotional mix element.

40. Although publicity is generally thought of as not paid for, firms incur publicity-related expenses that include the cost of employing marketing personnel assigned to create and submit publicity releases, printing and mailing costs, and related expenses.

41. Promotional Publications

42. Inserts Enclosures Annual reports Posters Bulletin boards Exhibits Audiovisuals Position papers Speeches News releases Media kits Booklets Leaflets Brochures Manuals Books Letters

43. Enough for today...

44. Summary

45. Integrated Direct Marketing

46. Public Relations

47. Major functions are: – Press Relations – Product Publicity – Public Affairs – Lobbying – Investor Relations – Development

48. Evaluates public attitudes Identifies issues of public concern Executes programs to gain public acceptance The Role of Public Relations The Role of Public Relations

49. Major Public Relations Tools

50. Special Events Special Events Written Materials Written Materials Corporate Identity Materials Corporate Identity Materials Speeches News Audiovisual Materials Audiovisual Materials Public Service Activities Public Service Activities Web Site

51. Major Public Relations Decisions

52. Setting Public Relations Objectives Choosing the Public Relations Messages and Vehicles Choosing the Public Relations Messages and Vehicles Implementing the Public Relations Plan Evaluating Public Relations Results

53. Publicity

54. Public information about a company, good, or service appearing in the mass media as a news item.

55. Next….

56. Review 4 th P (Promotion)

57. Principles of Marketing Lecture-38