© prentice hall, 2005excellence in business, revised edition chapter 15 - 1 promotional strategies

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 1

Promotional StrategiesPromotional Strategies

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 2

What Is Promotion?What Is Promotion?

• Promotional strategy

–Direct interaction

– Indirect interaction

• Promotional goals

• Product variables

• Promotional mix

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 3

Promotional GoalsPromotional Goals

• Informing

• Persuading

• Reminding

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 4

The Promotional MixThe Promotional Mix

• Personal selling

• Advertising

• Direct marketing

• Sales promotion

• Public relations

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 5

Elements of PromotionElements of Promotion

• Personal selling

• Advertising

• Direct marketing

• Sales promotion

• Public relations

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 6

Product VariablesProduct Variables

• Complexity

• Familiarity

• Price

• Life cycle

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 7

Market VariablesMarket Variables

• Target Market

– Size

– Concentration

• Marketing strategy

– Push

– Pull

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 8

Types of Sales PersonnelTypes of Sales Personnel

• Order getters

• Order takers

• Sales support

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 9

Support FunctionsSupport Functions

• Missionary sales

• Technical sales

• Trade sales

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 10

Personal Selling ProcessPersonal Selling Process

1. Prospecting

2. Preparing

3. Approaching

4. Presenting

5. Handling objections

6. Closing

7. Following up

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 11

Advertising and Direct Advertising and Direct MarketingMarketing

• Product awareness

• Product image

• Consumer demand

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 12

Types of AdvertisingTypes of Advertising

• Product

• Institutional

• National and local

• Word-of-mouth

• Stealth

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 13

Advertising AppealsAdvertising Appeals

• Emotional

• Logical

• Celebrity

• Sex

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 14

Direct Marketing Direct Marketing VehiclesVehicles

• Direct mail

• Target e-mail

• World Wide Web

• Telemarketing

• Infomercials

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 15

Choosing Suitable MediaChoosing Suitable Media

• Media plan– Budget– Allocation– Timing

• Media mix– Print– Broadcast– Other

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 16

Major Advertising MediaMajor Advertising Media

• Newspapers

• Television

• Direct mail

• Radio

• Magazines

• Internet

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 17

Sales PromotionSales Promotion

• Consumer promotion

• Trade promotion

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 18

Consumer Sales Consumer Sales PromotionPromotion

• Coupons• Rebates• Point-of-purchase• Special-event sponsoring• Cross-promotions• Samples• Premiums• Specialty advertising

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 19

Trade Sales PromotionTrade Sales Promotion

• Trade allowances

• Display premiums

• Contests or sweepstakes

• Travel bonus programs

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 20

Public RelationsPublic Relations

• Professional firms

• Press relations

• News releases

• News conferences

© Prentice Hall, 2005 Excellence in Business, Revised Edition

Chapter 15 - 21

Integrated Marketing Integrated Marketing CommunicationsCommunications

• Public relations

• Personal selling

• Advertising

• Direct marketing

• Sales promotion