Académique Documents
Professionnel Documents
Culture Documents
1. Advertising
2. Sales Promotion
3. Public relations and publicity
4. Personal selling – face to face intervention
5. Direct Marketing – mail, telephone or fax
The sender’s task is to get his message through to the target audience. These
are potential problems:
1
5. The social context group or reference group will mediate the
communication and influence whether or not the communication is
accepted.
2
Formulating Message requires solving four problems:
3
Steps to stimulate personal influence – influence is very important to potential
buyers
Promotions
Establishing a Total Promotion Budget – how to decide on budget. Four
methods:
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o Amplified expressiveness – dramatize the product and the
company through art, color and sound
o Impersonality – is not as compelling as company sales rep.
o Advertorials – print ads designed to look like newspaper article
o Infomercials
2. Sales Promotion – diverse. Offer three distinctive benefits. Use sales
promotions to create a stronger and quicker response. Effects are
useful for short run strategy.
o Communication – gain attention and usually provide info that
leads consumer to product
o Incentive – incorporate concession or inducement that gives value
to customer
o Invitation – include distinct invitation to engage in the transaction
now.
3. Public Relations and Publicity
Factors in setting the promotion mix – must consider several factors when
setting promotion mix
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1. Type of Product Market – promotional tool utilization varies between
consumer and business markets. Business markets concentrate on
personal selling, while consumer markets concentrate on advertising.
However, advertising can help business markets:
o awareness building
o comprehension building- explain new features and their uses
o efficient reminding
o lead generation – ads and brochures can generate leads for sales
o reassurance – reminds customer how to use product and
reassure them about purchase
2. Personal selling can improve consumer markets:
o increased stock position – persuade dealers to take more stock
and devote more shelf space to product
o enthusiasm building
o missionary selling – sales reps can sign up more dealers to carry
company’s brands
3. Push vs. Pull Strategy
Push strategy – involves manufacturer marketing activities (sales force
and trade promotion) directed at channel intermediaries. Goal is to
induce the intermediary to order and carry the product and promote it to
end users. Appropriate where there is low brand loyalty in a category,
brand choice is made in the store, product is an impulse item or product
benefits are well understood.
Pull strategy – involves marketing activities (advertising and consumer
promotion) directed at end users. Purpose is to induce them to ask
intermediary for the product and thus induce the intermediary to order
the product from the manufacturer. Appropriate when there is high
brand loyalty and high involvement in the category, people perceive
differences between brands, and people choose the brand before they
go to the store.
Company Market Rank – top ranking brands derive more benefit from
advertising than sales promotion