Chapter 16 Promotion mix combination of promotional tools an organization uses the traditional mix includes advertising personal selling public relations and sales promotion Integrated marketing communication combines the promotional tools into one comprehensive strategy used to create a positive brand name meet the needs of consumers meet the strategic marketing and promotional goals of the firm Steps in a promotional campaign Identify target market 1 2 Define objectives 3 Determine a promotional budget 4 Develop a unifying message 5 6 Evaluate the plan Implement the plan Advertising paid non personal communication through various media by organizations and individuals who are in some way indentifies in the message inform persuade and remind Consumers benefit because advertisers pay for production costs Retail from retail stores to consumers Trade from manufacturers to wholesalers and retailers B2B from manufacturers to other manufacturers Institutional creates a desirable image for an organization Product creates a desirable image for a product or service Advocacy supports a particular view of an issue Comparative compares competing projects Online computer ads featured on different sites Mobile ads that reach consumers on cell phones Interactive customer oriented ads that allow customers to choose information to receive Product placement advertisers pay to put their products into TV shows and in movies where the audience will see them Infomercial full length TV program devoted exclusively to promote a particular product Interactive promoters allow marketers to open a dialogue Personal selling the face to face presentation of product Prospecting researching potential buyers and choosing those most likely to buy Qualifying making sure customers have a need for product the authority to buy and the willingness to listen to a sales message Prospect a customer who meets the qualifying criteria Trial close statement or questions that moves the process towards purchase Public relations evaluates public attitudes changes policies and procedures in response to public and executes a program of action and info to earn public understanding 1 Listen to the public 2 Change policies and procedures 3 Inform people you re responsive to their needs Publicity any info about an individual product or organization that s distributed to the public through the media and is not paid for or controlled by the seller It s free reaches people who would not look at advertisement and is more believable Sales promotion promotional tool that stimulated consumer purchasing and dealer interest by means of short term activities Viral marketing paying consumers to say positive things on the internet or setting up multiple selling schemes whereby consumers get commissions Blog online diary that looks like a webpage but is easier to create and update by posting Podcasting distribute audio and video products via internet Push strategy producers use advertising personal selling sales promotion and other tools to get their products stocked on shelves Pull strategy directs heavy advertising and sales promotion efforts towards consumers and gets the public to request their products from retailers Pick strategy refers to consumers who pick out their products from online outlets
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