The Marketing Communication Mix Advertising Sales Promotion Public Relations Personal Selling Direct 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 build up consumer demand.

Advertising Message decisions ________________ Message strategy Message execution Campaign evaluation _________________ Communication Impact Sales Impact Objective Setting _______________ Communication objective Sales Budget Decision ______________ Affordable approach Percent of Sales Competitive parity Objective and task Media decisions _______________ Reach, frequency, Impact Major media types Specific media vehicles Media timing

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) Financial 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 that 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 direct 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 user 2) 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 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.

Press relations Product publicity Public affairs Investor relations Public 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 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 Agents District managers Marketing representatives Account development reps

Designing Sales Force Strategy and Structure Recruiting and selecting salespeople Training salespeople Designing sales force strategy and structure Evaluating salespeople Supervising salespeople Compensating salespeople

Personal Selling Process Presentation and Demonstration Prospecting and qualifying Preapproach Approach 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 Disadvantages: 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 consumer 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