1. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 1 Promotional Strategies

2. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 2 What Is Promotion? Promotional Strategy Promotional Goals Product Variables Promotional Mix Direct Interaction Indirect Communication

3. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 3 Promotional Goals InformPersuadeRemind Attract New Customers Attract New Customers Differentiate the Product Differentiate the Product Influence Decision Makers Influence Decision Makers Aid Distributors Aid Distributors Stabilize Sales Sell to Existing Customers Sell to Existing Customers Boost Name Recognition Boost Name Recognition Create Sales Leads Create Sales Leads

4. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 4 The Promotional Mix ActivityReachTimingFlexibility Cost/ Exposure Personal Selling Advertising Direct Marketing Sales Promotion Public Relations Direct Interaction Limited Reach Indirect Interaction Large Reach Direct Interaction Large Reach Indirect Interaction Large Reach Indirect Interaction Large Reach Regular Contact Intermittent Tailored Message Standard Message Customized Message Standard Message Standard Message Relatively High Low to Moderate Relatively High Varies No Direct Cost

5. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 5 Elements of Promotion Personal selling Personal selling Advertising Advertising Direct marketing Direct marketing Sales promotion Sales promotion Public relations Public relations

6. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 6 Product Variables ComplexityComplexity PricePrice FamiliarityFamiliarity Life Cycle Advertising Direct Marketing Personal Selling Sales Promotion Public Relations

7. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 7 Market Variables Target Market Market Strategy Clustered Dispersed Personal Selling Personal Selling Product Advertising Product Advertising Intermediaries Customers Push Strategy Push Strategy Pull Strategy Pull Strategy

8. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 8 Personal Selling Customer-Oriented Marketing Customer-Oriented Marketing Partnerships with Customers Partnerships with Customers

9. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 9 Order Getters Sales Support Order Takers Types of Sales Personnel High Low CreativeSelling Low High OrderProcessing

10. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 10 Support Functions Missionary Sales Missionary Sales Technical Sales Technical Sales Trade Sales Trade Sales

11. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 11 Personal Selling Process Prospecting 1 Preparing 2 Approaching 3 Presenting 4 Handling Objections Handling Objections 5 Closing 6 Following Up 7

12. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 12 Product Awareness Product Image Consumer Demand Advertising and Direct Marketing

13. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 13 Types of Advertising Product Institutional National and Local Word of Mouth Competitive Advertising, Comparative Advertising Green Marketing, Corporate or Advocacy Advertising Nationwide Coverage, Cooperative Advertising Repeat Customers, Buzz Marketing

14. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 14 Advertising Appeals Logical Emotional Celebrity Sexual Target Market Audience Product Service

15. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 15 Advertising Media Media Plan Media Mix

16. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 16 Major Advertising Media Newspapers E-mail Television Direct Mail Internet Magazines Radio

17. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 17 Developments in E-Mail Marketing Legitimate Marketers Legitimate Marketers Permission Marketing Permission Marketing “Opt-In” Choices “Opt-In” Choices SPAM Marketers SPAM Marketers “Harvested” Addresses “Harvested” Addresses “Address Guessing” “Address Guessing” CAN-SPAM Act of 2003

18. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 18 Developments in Online Media Display Ads Search Engine Ads Blog Ads

19. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 19 Sales Promotion ConsumerPromotionConsumerPromotionTradePromotionTradePromotion

20. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 20 Consumer Sales Promotions Coupons Rebates Point-of-Purchase Special-Event Advertising Samples Premiums Cross-Promotions Specialty Advertising

21. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 21 Trade Sales Promotion Trade Allowances Display Premiums Dealer Contests Travel Bonus Programs

22. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 22 Public Relations News Conferences News Releases Community Relations Press Relations Investor Relations Government Affairs Product Publicity

23. © Prentice Hall, 2007Excellence in Business, 3eChapter 15 - 23 Integrated Marketing Communications IMCIMCPublicRelationsPersonalSelling ProductAdvertisingDirectMarketing SalesPromotion Effectiveness Consistency Impact Clarity