Chapter 3

Communications conducted by a group of prospective buyers for the purpose of product definition and persuade them to goods and services produced and push them to buy during a given period. Goal: to influence the behavior of the target audience? Use: all possible means of influencing and

summary Through integrated concept Marketing Communications companies are trying to complement and cooperate marketing communication channels have so you can continue to send a clear message and continuously about it and its products and services

Promo mix or blend marketing communications advertisement Product shape Personal selling Selling shops Direct / interactive marketing Product price Public Relations Product Packaging Stimulate sales The marketing mix and blend promotion Personal selling Direct marketing Promotion product Advertisement Publishing - Public Relations Activation Sales Distribution Pricing Interactive Marketing marketing mix Promotion mix

The traditional concept of management promotion Advertising personal selling target market Stimulate sales Propaganda and publishing Modern concept of integrated marketing communications production pricing Target market distribution Advertising Stimulate sales Promotion Propaganda and publishing Interactive Marketing Direct marketing

Advertising

Advertising definition Advertising is one of the main activities in the field of product marketing where support it in achieving the objectives of communication between the organization and its customers targeted Effective use of advertising as a tool in the success of the projects has been increasing because of the excess of supply over demand and the multiplicity of competitors and the multiplicity of the markets served by the organizations, which necessitates the organization need to use the way advertising reach the largest possible number of the target audience Kinds of ads Product/ brand advertising Store advertising Direct advertising Business- to- business advertising Institutional advertising Social advertising

Goals: Ads are divided in terms of the target to the three main types : Informative advertising Competitive advertising Reminder advertising Advertising media: used heavily at the introduction of the new product category Comparative Advertising: is directly or indirectly compared with another type Advertising reminder: important for mature products, it helps to maintain relationships with clients and consumers in maintaining the Permanent thinking

The foundations of the selection of appropriate means of announcement: Identify the target audience Nature of the product and its distinctive properties Required to deliver the message Cost Means of communication TV Radio Newspapers Magazines Direct mail Cell phone Online (an e-mail social sites, ..)

BIG SALE Sales promotion Defined These several things that contains a set of motivational tools which are designed to be quick impact and short-term in order to speed up the achievement of the purchase of goods or services by the consumer or the merchant Marketing activities used in particular during the period of time and space to consumer groups and we encourage intermediaries to achieve response and including checks of additional benefits

Sales tools oriented towards the revitalization of the consumer Samples Coupons Deals Rewards Competitions Sweep/stakes Point- of –purchase displays Personal selling

Personal selling properties Defined Personal contacts consumer and aimed to persuading him At least to purchase the product which is happen with two directions Personal selling properties The sales force is largely responsibility for the completion and implementation of the marketing strategy for the organization. Sales force serves as a linking tool between the organization and the community in general. This activity needs to be intelligently employees enjoy a sense of social and moral humanist nice Men have the authority to sell more than others

Duties of the sales man A man selling skills Find More likely the consumer Determine how, timely access to a consumer Consumer products and services for the organization At least the Accurate knowledge of selling skills and contract deal Providing help and several services to the consumer Cooperation with the Marketing Research and Intelligence marketing department. A man selling skills Conversation Skills Experience Contact Responsibility Post The unique characteristics (intelligence, motivation and the ability to persuasion, personal obvious stable, level of education, good-looking ..)