1. The Marketing Communication Mix
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct Marketing

2. 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.

3. 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

4. Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.

5. 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

6. 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

7. 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.

8. 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

9. 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

10. 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.

11. 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

12. PR Tools Press release Press conference Blood donation Recycle project
Community Service ( eg. beach cleaning campaign)

13. Personal Selling
It involves selling through a person-to-person communication process.

14. Various Name To Do Sales
Salespeople
Sale representatives
Account executives
Sales consultants
Sales engineers
Agents
District managers
Marketing representatives
Account development reps

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

16. Personal Selling Process
Presentation
and
Demonstration
Prospecting
and
qualifying
Preapproach
Approach
Handling
Objections
Closing
Follow- up

17. 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

18. Direct Marketing
Refers to a system of marketing by which organization communicate directly with target customers to generate a response or transaction

19. 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”.

20. 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, , voice mail