Non-personal communication

Size: px
Start display at page:

Download "Non-personal communication"

Transcription

1 Week 8: Promotions Integrated Marketing Communications: advertising, Sales Promotion, Public Relations, and Direct Marketing Strategic Goals Of Marketing Communication Create awareness Build positive images Identify prospects Build channel relationships Retain customers Promotional Mix Promotional mix incorporates the combination and types of non-personal and personal communication the organization employs during a specified period Non-personal communication Advertising Sales promotion Public relations Direct marketing Personal communication Personal selling Promotional Mix Advertising Efficient for reaching many buyers simultaneously Effective way to create image of the brand Flexible Variety of media to choose from Reaches many people who are not potential buyers Ads are subject to criticism Exposure time is short People tend to screen out advertisements Total cost is high Sales promotion Supports short-term price reductions designed to stimulate debate Variety of sales promotion tools available Effective in changing short-term behavior Easy link to other communications

2 Risk inducing brand-loyal customers to stock up while not inducing others Impact may be limited to short-term Price-related sales promotion may hurt brand image Easy for competitors to copy Public relations Total cost may be low Media-generated stories seen as more credible than marketer-sponsored messages Media may not cooperate Heavy competition for media attention Marketer has little control over the message Direct marketing Message can be customized and prepared quickly Can facilitate a relationship with customer Managing and maintaining accurate database can be costly Often low customer response Personal selling Salespeople can be persuasive and influential Two-way communication allows for questions and other feedback Message can be targeted to specific individuals weaknesses Cost per contact is high Salespeople may be hard to recruit and motivate Presentation skills may vary between salespeople Buyer Impact Potential buyers go through a process Awareness of the product Comprehension of what it can do and important features Conviction that it has value for them Ordering on the part of a sufficient number of potential buyers Using Integrated Marketing Communication Traditional approach Focus on Making Transactions Customers Independent brand messages Mass media monologue with customers

3 Product claims Mass marketing and customer acquisition Integrated approach Focus on Building/nourishing relationships All stakeholders in the organizations Strategic consistency on brand messages Interactivity dialogue with customers Cross-functional planning and monitoring Buyer Impact Budgeting Approach Percent of sales Per-unit expenditure All you can afford Competitive parity The research approach The task approach Budget Allocation: Media Mix Measures of media effectiveness include Reach number of targeted audience members exposed at least once to the advertiser s message Frequency number of times they are exposed Cost per thousand based on a number of visits (to a website, for example)

4 Choosing Media Television Yellow Pages Newspaper Direct Mail Major Kinds of Media Magazine Transit Outdoor Radio Internet Media Review Newspapers Flexible and timely Intense coverage of local markets Broad acceptance and use High believability of printed word Short life Read hastily Small pass-along audience Radio Mass use Audience selectivity via station format Low cost Geographic flexibility Audio presentation only Less attention than TV Chaotic buying Short life Outdoor Flexible Relative absence of competing advertisements Repeat exposure Relatively inexpensive

5 Creative limitations Many distractions for viewer Public attack (ecological) No selectivity of audience Television Combination of sight, sound and motion Appeals to senses Mass audience coverage Psychology of attention Insecurity of audience retention Fleeting impressions Short life Expensive Magazines High geographic and demographic selectivity Psychology of attention Quality of reproduction Pass-along readership Long closing periods Some waste circulation No guarantee of position Direct mail Audience selectivity Flexible No competition from competing advertisements Personalized Relatively high cost Consumers often pay little or no attention to direct mail Internet Interactive Low cost per exposure Ads can be placed in interest sections Timely High information content possible New favorable medium

6 Low attention getting Short message life Readers selects exposure May be perceived as intruding Subject to download speeds Evaluation Procedures Specific advertisements Recognition tests Recall tests Opinion tests Theatre tests Specific advertising objectives Awareness Attitude Motivational impact Intention to buy Market test Sales Promotion Effective sales promotion moves consumers to Obtain a trial product Consider new or improved product Repeat or increase current usage Come into a retail stores Expand the total number of users of an established product lines An effective sales promotion motivates salespeople by Motivating sales force Educating the sales force about product improvements Stabilizing a fluctuating sales pattern An effective sales promotion motivates re sellers to Increase inventories Obtain displays and other support products Improve product distribution Obtain more and better shelf life P ush Versus Pull Marketing

7 Trade Promotion Rationale To convince retailer s to carry the manufacturer s products To reduce the manufacturer s and increase the distributors or retailer s inventories To support advertising and consumer sales promotion To encourage retailers to give the product more favorable shelf space To serve as a reward for past sales efforts Consumer Promotion Rationale To induce the customer to try the product To reward customers for brand loyalty To encourage the customer to trade up or try larger sizes of the product To stimulate repeat purchases To react to competitor efforts To reinforce other selling efforts

Managing Mass Communication: Advertising, Sales Promotion, Events and Experiences, and Public Relations

Managing Mass Communication: Advertising, Sales Promotion, Events and Experiences, and Public Relations The best advertising is done by satisfied customers. Managing Mass Communication: Advertising, Sales Promotion, Events and Experiences, and Public Relations www.aenike.ub.ac.id Developing and Managing

More information

Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing

Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Chapter 8 Part C The Marketing Mix Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing THE PROMOTION MIX Communicating with customers will be the broad

More information

Chapter 19 Advertising. Section 19.1 Advertising Media Section 19.2 Media Measurement and Rates

Chapter 19 Advertising. Section 19.1 Advertising Media Section 19.2 Media Measurement and Rates Chapter 19 Advertising Section 19.1 Advertising Media Section 19.2 Media Measurement and Rates Advertising Media Key Terms promotional advertising institutional advertising media print media transit advertising

More information

Integrated Marketing Communication Strategy

Integrated Marketing Communication Strategy Integrated Marketing Strategy Dr. Richard Sjolander 2003 The Purpose of Integrated Marketing s is to Communicate with a Target Audience Promotion: or Applied marketing communication Attempts to: Inform

More information

Advertising media - A

Advertising media - A Advertising media - A There is a large variety of media available to advertisers, and therefore advertisers must choose the medium/media which best deliver their message to potential customers in the most

More information

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements Chapter 17 Promotional Concepts and Strategies

More information

MKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18

MKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18 MKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18 Communication (1) The process of conveying a message to others, which requires six elements: a source, a message, a channel of communication, a

More information

Marketing: Advertising and Sales Promotion

Marketing: Advertising and Sales Promotion Marketing: Advertising and Sales Promotion Food Communication II Section G Communication Mix Strategies All of the information has been adapted from: Kotler P. Armstrong, G., 2004. Principles of Marketing.

More information

RENAISSANCE COLLEGE OF COMMERCE & MANAGEMENT, INDORE Subject- Advertising

RENAISSANCE COLLEGE OF COMMERCE & MANAGEMENT, INDORE Subject- Advertising Objectives Type Questions 1.Newspapers, magazines, packaging, out-of-home media, and directories are known as media. a. broadcast c. print e. interactive b. narrowcast d. directional 2. The way various

More information

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is Marketing for Growth Wayne Brass Art Mahoney Bill McKown Heather Bender the combination of varying methods and strategies to get your product or service into the minds and hands of prospective buyers.

More information

Advertising. Chapter 14. Read to Learn Define advertising. Section 14.1 Advertising Media

Advertising. Chapter 14. Read to Learn Define advertising. Section 14.1 Advertising Media Chapter 14 Advertising Section 14.1 Advertising Media Read to Learn Define advertising. List types of media that businesses use to reach potential customers. The Main Idea Businesses must find ways to

More information

Integrated Marketing Communications: Advertising and Sales Promotion

Integrated Marketing Communications: Advertising and Sales Promotion Chapter Eight Integrated Marketing To simplify the discussion of the general subject of promotion, the topic has been divided into two basic categories, personal selling and nonpersonal selling. Personal

More information

Chapter 11: Campaign Management

Chapter 11: Campaign Management Chapter 11: Campaign Management Overview Topics discussed: Campaign Management Process Campaign Planning and Development Campaign Execution Analysis & Control Campaign Feedback 2 Campaign A series of interconnected

More information

Advertising PowerSource Growing Your Business Through the Power of Advertising

Advertising PowerSource Growing Your Business Through the Power of Advertising Advertising PowerSource Growing Your Business Through the Power of Advertising A dvertising is everywhere, and for good reason. At its core, advertising is about grabbing attention and conveying information.

More information

Slide 1. Welcome to Chapter 11. This chapter is called Marketing. The author is Vicente Lluch.

Slide 1. Welcome to Chapter 11. This chapter is called Marketing. The author is Vicente Lluch. Slide 1 Welcome to Chapter 11 This chapter is called Marketing. The author is Vicente Lluch. Slide 2 In this chapter we will address the learning objectives by answering the following questions: What is

More information

Media Planning. Marketing Communications 2002

Media Planning. Marketing Communications 2002 Media Planning Marketing Communications 2002 Media Terminology Media Planning - A series of decisions involving the delivery of messages to audiences. Media Objectives - Goals to be attained by the media

More information

THREATS. Deeper consumer connections:

THREATS. Deeper consumer connections: Media Comparisons Ad- Supported Wired Cable Cable Television Television Deeper consumer connections: Geographic, Demographic, Psychographic, etc. Viewer migration from Broadcast to Cable High social buzz

More information

Print and Out-of-Home Media. Part Three: Effective Advertising Media Part 3 focuses on the creation as well as the delivery of an advertising message

Print and Out-of-Home Media. Part Three: Effective Advertising Media Part 3 focuses on the creation as well as the delivery of an advertising message Print and Out-of-Home Media Chapter 8 Part Three: Effective Advertising Media Part 3 focuses on the creation as well as the delivery of an advertising message Chapter Outline I. Chapter Key Points II.

More information

Planning the Promotion. Advertising and Sales Promotion. Public Relations and Personal Selling

Planning the Promotion. Advertising and Sales Promotion. Public Relations and Personal Selling Planning the Promotion Advertising and Sales Promotion Public Relations and Personal Selling 2 Chapter Objectives Define event marketing. Explain promotion and the promotional mix in sports marketing.

More information

MARK 3323 - IMC Dr. Freling EXAM II REVIEW

MARK 3323 - IMC Dr. Freling EXAM II REVIEW MARK 3323 - IMC Dr. Freling EXAM II REVIEW Chapter 5 Advertising, Integrated Brand Promotion, & Consumer Behavior Chapter 6 Market Segmentation, Positioning, and the Value Proposition Chapter 7 Advertising

More information

FYI HIRING. Recruiting Strategies

FYI HIRING. Recruiting Strategies FYI HIRING Recruiting Strategies Revised: March 2011 Summary: This FYI discusses the steps involved establishing or revitalizing an effective recruiting process. It includes considerations for goal setting,

More information

Principles of Marketing Lecture 13a: Promotional Mix Decisions: Advertising and Sales Promotion. The Traditional Communication Model. Noise.

Principles of Marketing Lecture 13a: Promotional Mix Decisions: Advertising and Sales Promotion. The Traditional Communication Model. Noise. Principles of Marketing Lecture 13a: al Mix Decisions: Advertising and Sales Target Market Product Place Price Personal Selling Mass Selling Sales Advertising Publicity The Traditional Communication Model

More information

Chapter 15: Integrated Marketing Communications

Chapter 15: Integrated Marketing Communications Chapter 15: Integrated Marketing Communications Pride/Ferrell Foundations of Marketing Fourth Edition Prepared by Milton Pressley University of New Orleans Objectives 1. Discuss the nature of integrated

More information

MKTG 680. Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion. Standardization vs.

MKTG 680. Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion. Standardization vs. MKTG 680 Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion Global Marketing Communications The primary purpose of marketing communications is to tell

More information

ADVERTISING VALUE EQUIVALENCY (AVE)

ADVERTISING VALUE EQUIVALENCY (AVE) THE INSTITUTE FOR PUBLIC RELATIONS COMMISSION ON PR MEASUREMENT AND EVALUATION University of Florida * PO Box 118400 * Gainesville, FL 32611-8400 (352) 392-0280 * (352) 846-1122 (fax) www.instituteforpr.com

More information

INTEGRATED MARKETING COMMUNICATIONS

INTEGRATED MARKETING COMMUNICATIONS INTEGRATED MARKETING COMMUNICATIONS What is IMC & why IMC? IMC is the concept and practice of designing marketing communications programs that coordinate all promotional activities Ad, PS, SP, PR, publicity,

More information

An Introduction to Integrated Marketing Communications

An Introduction to Integrated Marketing Communications An Introduction to Integrated Marketing Communications Using IMC To Market Las Vegas 1 Creating a Unique Brand Identity for Las Vegas *Click outside of the video screen to advance to the next slide Taking

More information

Ten Reasons to Advertise with Magazines

Ten Reasons to Advertise with Magazines Ten Reasons to Advertise with Magazines 10 reasons to advertise with magazines Magazines are proven to: 1. Reach targeted audiences of scale 2. Provide an audience that values and trusts its advertising

More information

Marketing Communications Strategy Issues. Lecture Notes MBA

Marketing Communications Strategy Issues. Lecture Notes MBA s Strategy Issues Lecture Notes MBA Summer 2002 KEY IDEAS 1. The success of a firm's advertising crucially depends on hiring a creative and capable ad agency that understands the market and provides turnaround

More information

ADVERTISING AND SALES PROMOTION

ADVERTISING AND SALES PROMOTION C.B.C.S.S. B.Com Programme Semester V Complementary Course- 1 ADVERTISING AND SALES PROMOTION 1. Promotion mix includes Sales Promotion, Personal Selling, Advertising and a) Marketing b) Sales c) Publicity

More information

Media Definitions. MEDIA MIX: A combination of media used for a particular schedule / campaign

Media Definitions. MEDIA MIX: A combination of media used for a particular schedule / campaign AUDIENCE PROFILE: The characteristics of the people who make up an audience of an advertising medium in terms of age, sex, region, education, socio-economic group, occupation or any other demographic aspects.

More information

The Communication Process - Source, Message & Channel Factors. Con Stavros. Model of Communication. A Basic Model of Communication

The Communication Process - Source, Message & Channel Factors. Con Stavros. Model of Communication. A Basic Model of Communication The Communication Process - Source, Message & Channel Factors Con Stavros A Basic Model of Communication SOURCE - person or organisation who has information to share. The source/sender encodes the message

More information

ADVERTISING IN PROMOTIONAL MIX

ADVERTISING IN PROMOTIONAL MIX ADVERTISING IN PROMOTIONAL MIX 1. A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools

More information

Learning Objectives 17/03/2016. Arguments for and Against Measuring Effectiveness. Chapter 18 Measuring the Effectiveness of the Promotional Program

Learning Objectives 17/03/2016. Arguments for and Against Measuring Effectiveness. Chapter 18 Measuring the Effectiveness of the Promotional Program Chapter 18 Measuring the Effectiveness of the Promotional Program Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill

More information

How Media Drive Online Success: Increasing Web Traffic and Search

How Media Drive Online Success: Increasing Web Traffic and Search How Media Drive Online Success: Increasing Web Traffic and Search As consumer activity on the web increases, marketers are making the Internet a more important element in their marketing plans, seeking

More information

Marketing s Four P s: First Steps for New Entrepreneurs

Marketing s Four P s: First Steps for New Entrepreneurs PURDUE EXTENSION EC-730 Marketing s Four P s: First Steps for New Entrepreneurs Cole Ehmke, Joan Fulton, and Jayson Lusk Department of Agricultural Economics Marketing your business is about how you position

More information

Pantene myshampoo Marketing Management Project

Pantene myshampoo Marketing Management Project SOCIAL SCIENCES INSTITUTE MBA PROGRAMME Pantene myshampoo Marketing Management Project Mehmet Nuri ÇANKAYA June, 2003 Table of Contents Selection Of The Product... 3 Market Segments and Target Markets...

More information

Exercise 7.1 What are advertising objectives?

Exercise 7.1 What are advertising objectives? These exercises look at the topics in the context of a communications mix. We start with an examination of what advertising objectives are (Exercise 7.1). We then look at how to set advertising objectives

More information

Direct Marketing and MASB Peter A. Johnson VP, Strategic Analysis/ Senior Economist DMA August 14, 2008

Direct Marketing and MASB Peter A. Johnson VP, Strategic Analysis/ Senior Economist DMA August 14, 2008 Direct Marketing and MASB Peter A. Johnson VP, Strategic Analysis/ Senior Economist DMA August 14, 2008 MASB 1 What is Direct Marketing? Direct Marketing: The planned communication of marketing offers

More information

Marketing Module - Promotion Sandra Cuellar Extension Associate AEM, Cornell University

Marketing Module - Promotion Sandra Cuellar Extension Associate AEM, Cornell University 1. What is Promotion? Marketing Module - Promotion Sandra Cuellar Extension Associate AEM, Cornell University 2. The Promotional Elements 2.1 Advertising 2.2 Personal Selling 2.3 Public Relations & Publicity

More information

Diploma in Marketing

Diploma in Marketing Brentwood Open Learning College Diploma in Marketing (Level 4) Course Structure & Contents Diploma in Marketing Course Structure Contents Page 1 Unit 1 to Marketing The unit 1 covers the following topics:

More information

www.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011

www.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011 www.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011 Agenda 1. Introductions 2. Background Online Advertising & Measuring Effectiveness 3. Market Context Rapidly Changing

More information

Published August 2010. Media Comparisons Study

Published August 2010. Media Comparisons Study Published August 2010 Media Comparisons Study Introduction The Television Bureau of Advertising s 2010 Media Comparisons Study reaffirms the key strengths that television continues to enjoy over other

More information

PROSPECTING-- Promotional Strategies. By Dr. Tony Alessandra

PROSPECTING-- Promotional Strategies. By Dr. Tony Alessandra PROSPECTING-- Promotional Strategies By Dr. Tony Alessandra In the sales profession, two effective ways to get business are to go out after it, or have it come to you. The first you do by prospecting;

More information

Online marketing. Summery. Introduction. E-mail marketing. Martin Hellgren,

Online marketing. Summery. Introduction. E-mail marketing. Martin Hellgren, Online marketing Martin Hellgren, Summery Online marketing is a powerful tool when used correctly. The main benefits are the relatively low cost, various pricing models, and, the possibility of instant

More information

Individual Giving Resource Sheet

Individual Giving Resource Sheet Individual Giving Resource Sheet Individual giving can be broken down into three broad channels: supporter acquisition, supporter retention and supporter development. Before we look at the mechanics of

More information

Using Effective Promotions

Using Effective Promotions Chapter 16: Using Effective Promotions Product Place Price Promotion 48 slides 12 slides 4 slides 2 slides 2 3 1 Any of a variety of methods used to communicate with the people in your target market and

More information

A Study of Effective Web Advertising Design to Maximize Click-Through and Brand Awareness

A Study of Effective Web Advertising Design to Maximize Click-Through and Brand Awareness A Study of Effective Web Advertising Design to Maximize Click-Through and Brand Awareness Myung Hae Park Assistant Professor, Department of Design, California State University, 6000 J Street, 5001 MRP

More information

Marketing: Promotion Basics

Marketing: Promotion Basics Name: Class: Date Taken: Total Possible Marks: 39 Marketing: Promotion Basics Complete the following questions in the time allowed by your teacher Write a short, accurate definition for each of the following

More information

Guide to choosing Graphic Designers

Guide to choosing Graphic Designers Guide to choosing Graphic Designers How to choose the right Graphic Designer for your business Contents About Computer Weekly 4 About Approved Index 5 Introduction 6 Branding 8 Choosing the right graphic

More information

Descriptions of the Three Markets in The New Shoe Simulation Ted Mitchell The Home Market

Descriptions of the Three Markets in The New Shoe Simulation Ted Mitchell The Home Market Descriptions of the Three Markets in The New Shoe Simulation Ted Mitchell In marketing management, a market is a group of final customers who respond in a homogeneous way to a marketing mix. If two customers

More information

Measuring and Evaluating Results

Measuring and Evaluating Results Introduction Measuring and evaluating results will provide you and your associates with the vital information you need for making key strategic and tactical decisions prior to, at and after the trade shows,

More information

Best practices to optimize CPG digital targeting

Best practices to optimize CPG digital targeting Best practices to optimize CPG digital targeting Digital targeting has evolved That was then Until recently, digital marketing tactics have largely focused on scale and placement: advertisers served content

More information

Marketing at McDonald s

Marketing at McDonald s at McDonald s Careers McDonald s is one of the best known brands worldwide. This case study shows how McDonald s aims to continually build its brand by listening to its customers. It also identifies the

More information

Marketing Communications Lecture 1 Introduction. Marketing Communications theory Marketing communications industry Ethics in marketing communications

Marketing Communications Lecture 1 Introduction. Marketing Communications theory Marketing communications industry Ethics in marketing communications Marketing Communications Lecture 1 Introduction Marketing Communications theory Marketing communications industry Ethics in marketing communications Definition Marketing communications is a management

More information

Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives.

Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives. Chapter 8 Selling With a Strategy Strategy Defined A strategy is a to assemble your resources Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives. In selling, an

More information

MARKETING MODULES SERIES

MARKETING MODULES SERIES MARKETING MODULES SERIES Marketing Module 8: Promotion Sandra Cuellar-Healey, MFS MA Charles S. Dyson School of Applied Economics & Management College of Agriculture and Life Sciences Cornell University,

More information

MARKETING MODULES SERIES

MARKETING MODULES SERIES June 2013 EB 2013-09 MARKETING MODULES SERIES Marketing Module 8: Promotion Sandra Cuellar-Healey, MFS MA Charles S. Dyson School of Applied Economics & Management College of Agriculture and Life Sciences

More information

Print and. Media. The Media Industry. Apple Tops The Charts with Digital Music. Litwin Print/Broadcast

Print and. Media. The Media Industry. Apple Tops The Charts with Digital Music. Litwin Print/Broadcast Print and Out-of of-home Media Litwin Print/Broadcast Apple Tops The Charts with Digital Music Visit the Site 8-2 The Media Industry Advertising media is a huge industry with almost $195 billion in spending

More information

10 Advantages of College Newspaper Advertising

10 Advantages of College Newspaper Advertising 10 Advantages of College Newspaper Advertising By MediaMate College newspapers offer a unique advertising opportunity from television, internet, or even regular newspapers. College newspapers reach a specific

More information

LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process.

LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process. LECTURE 1 Introduction To Integrated Marketing Communications Marketing satisfying needs and wants through the exchange process. The Marketing Management Process 1. Situation analysis (PESTL). 2. Objectives.

More information

WHITE PAPER. Vehicle branding: Is there hidden value in your fleet?

WHITE PAPER. Vehicle branding: Is there hidden value in your fleet? WHITE PAPER Vehicle branding: Is there hidden value in your fleet? WHITE PAPER Executive summary In today s challenging business landscape, companies often find themselves striving to shrink expenses as

More information

CAPSIM : Introduction to Marketing Strategy. Alisara Charinsarn 22 June 2013

CAPSIM : Introduction to Marketing Strategy. Alisara Charinsarn 22 June 2013 CAPSIM : Introduction to Marketing Strategy Alisara Charinsarn 22 June 2013 CAPSIM Marketing 4 main things to consider and Plug in in the spreadsheet Sales Forecast Sales Budget Promo Budget Price Price

More information

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,

More information

Marketing your business

Marketing your business Marketing your business Business COACH series For the size of your business How to get started A step-by-step guide Business Coach series Marketing for enhanced profits Simply stated, marketing encompasses

More information

HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET

HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET 02920 224 111 info@semaphoredisplay.co.uk JUNE 2016 HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET In today s challenging business landscape, companies often find themselves striving to shrink expenses

More information

ECONOMIC DEVELOPMENT TITLE MARKETING & ATTRACTION. Julie Engel President/CEO Greater Yuma EDC. Arizona Basic Economic Development Course

ECONOMIC DEVELOPMENT TITLE MARKETING & ATTRACTION. Julie Engel President/CEO Greater Yuma EDC. Arizona Basic Economic Development Course ECONOMIC DEVELOPMENT TITLE MARKETING & ATTRACTION Julie Engel President/CEO Greater Yuma EDC OUTLINE Overview of Economic Development Marketing Assessing the Economic Base Strategic Marketing: Using a

More information

Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs

Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs Mark Glein, PhD, Marketing Florida State University Marketing Plan

More information

Power Struggles and Sales Promotion

Power Struggles and Sales Promotion Chapter 18 Sales Promotion Power Struggles and Sales Promotion Sales promotion plays a key strategic role in the channel of distribution Big name brands need to supported with sales promotion and POP in

More information

Study Guide #2 for MKTG 469 Advertising Types of online advertising:

Study Guide #2 for MKTG 469 Advertising Types of online advertising: Study Guide #2 for MKTG 469 Advertising Types of online advertising: Display (banner) ads, Search ads Paid search, Ads on social networks, Mobile ads Direct response is growing faster, Not all ads are

More information

Strategies for Marketing, Sales, and Promotion

Strategies for Marketing, Sales, and Promotion Introduction to e-commerce Strategies for Marketing, Sales, and Promotion Objectives In this chapter, you will learn about: When to use product-based and customer-based marketing strategies Communicating

More information

How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity?

How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity? How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity? Prepared by: Edmond Saadah Marketing & Training Consultant Contents 1. IMC 2. Brand Equity 3. How IMC Build Brand Equity? 4.

More information

Advertising and Marketing Overview Part 1. Learning Objectives. Business has only two functions - marketing and innovation. Milan Kundera 2/20/15

Advertising and Marketing Overview Part 1. Learning Objectives. Business has only two functions - marketing and innovation. Milan Kundera 2/20/15 Advertising and Marketing Overview Part 1 Paul A Kiewiet MAS+ Learning Objectives Pt 1 focuses on Overview Pt.2 on Promotional Products role The 4 P s + 1 Marketing Advertising Branding Differences between

More information

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS MARKETING BENEFIT MARKETING PLATFORMS RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Generate positive impressions / awareness ADVERTISING Need to control the message content/timing/audience

More information

Lesson Plan. Course Title: Principles of Business, Marketing and Finance Session Title: Advertising Media. Performance Objective:

Lesson Plan. Course Title: Principles of Business, Marketing and Finance Session Title: Advertising Media. Performance Objective: Lesson Plan Course Title: Principles of Business, Marketing and Finance Session Title: Advertising Media Performance Objective: After completing this lesson, the student will understand that Advertising

More information

ECM 210 Chapter 6 - E-commerce Marketing Concepts: Social, Mobile, Local

ECM 210 Chapter 6 - E-commerce Marketing Concepts: Social, Mobile, Local Consumers Online: The Internet Audience and Consumer Behavior Around 75% (89 million) of U.S. households have Internet access in 2012 Intensity and scope of use both increasing Some demographic groups

More information

WORKSHOP #4 CUSTOMER TARGETING (MARKETING) STRATEGY

WORKSHOP #4 CUSTOMER TARGETING (MARKETING) STRATEGY WORKSHOP #4 CUSTOMER TARGETING (MARKETING) STRATEGY THE FUNDAMENTAL ELEMENTS OF THE DEFINITION OF A CUSTOMER TARGETING (MARKETING) STRATEGY Corporate Strategy Mission of the firm Strategic thrusts and

More information

Promotions: Integrated Marketing Communication Strategy

Promotions: Integrated Marketing Communication Strategy 1 Marketing Communication Mix or Promotion Mix Promotions: Integrated Marketing Communication Strategy Design Stores that Sell the Product Price Package 2 The Changing Communications Environment The Need

More information

Relationship Marketing

Relationship Marketing Relationship Marketing How to replace outdated, ineffective marketing with simple, proven techniques. Compliance rules can be difficult and complex to navigate. Traditional marketing techniques are no

More information

How To Write A Marketing Plan

How To Write A Marketing Plan Developing a Marketing Plan This document is designed to help you: Understand the role marketing plays in your business. Identify your target market. Analyse your competition. Define your product or service

More information

Marketing Plan Checklist

Marketing Plan Checklist Marketing Plan Checklist Water Street Design, LLC 205 North Cameron Street Winchester, VA 22601 540-667-6646 waterstdesign.com Creating a Marketing Plan You d be surprised how many large brands rely on

More information

The Sales Lead System

The Sales Lead System The Sales Lead System Contents Intro... 3 Network Marketing Ad Basics... 3 Blogging... 4 Article Marketing... 4 Video Marketing... 5 E-mail Marketing... 6 Pay Per Click... 7 Banner Ads... 8 Social Marketing...

More information

Effectively Manage Law Firm Business Development

Effectively Manage Law Firm Business Development Effectively Manage Law Firm Business Development By establishing credibility, building your brand, and creating a buzz, your firm will effectively retain current clients and attract new prospects. By:

More information

Guide to Trade Marketing. A guide to give you support and ideas for reviewing your trade marketing

Guide to Trade Marketing. A guide to give you support and ideas for reviewing your trade marketing Guide to Trade Marketing A guide to give you support and ideas for reviewing your trade marketing Synergy Creative works with clients to plan, design and implement trade marketing campaigns. Here we share

More information

Preliminary Certificate in Marketing

Preliminary Certificate in Marketing Preliminary Certificate in Marketing April 5 th, 2015 Examination PCM I 2015 85 th Intake, 25 th Year Candidate s Registration Number (As per in the examination admission form / Student ID) 0 0 0 0 0 For

More information

Top 6 Strategies to Build Your Marketing Communication Plan

Top 6 Strategies to Build Your Marketing Communication Plan Top 6 Strategies to Build Your Marketing Communication Plan Introduction With the plethora of new marketing tools available it can be difficult to know whereto begin. Do you start with a company Facebook

More information

Grow Your Business with Cidewalk

Grow Your Business with Cidewalk Grow Your Business with Cidewalk Never before has there been an easier, more efficient, and cost-effective way to reach your targeted customers. Cidewalk offers businesses an advertising opportunity to

More information

Making Your Direct Mail Matter

Making Your Direct Mail Matter Making Your Direct Mail Matter Strategies To Cut Costs And Maximize Your ROI 2 Creating a marketing budget usually requires compromises on which areas to focus. No company can afford unlimited marketing

More information

CHAPTER FIVE CONCLUSIONS, DISCUSSIONS AND RECOMMENDATIONS

CHAPTER FIVE CONCLUSIONS, DISCUSSIONS AND RECOMMENDATIONS CHAPTER FIVE CONCLUSIONS, DISCUSSIONS AND RECOMMENDATIONS This chapter presents (1) summary of the study, (2) summary of the findings, (3) discussions of the results, (4) conclusions, and (5) recommendations

More information

Marketing: Helping Buyers Buy

Marketing: Helping Buyers Buy Chapter Thirteen Marketing: Helping Buyers Buy McGraw-Hill/Irwin Copyright 2010 by the McGraw-Hill Companies, Inc. All rights reserved. CRICKET LEE Fitlogic Developed a system of clothes sizing called

More information

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. 19 Measuring the Effectiveness of the Promotional Program McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Pros and Cons of Measuring Advertising Effectiveness Reasons to Measure

More information

Copyright Falcon Writing 1 of 5

Copyright Falcon Writing 1 of 5 Guidelines for Developing Effective Advertising Preliminary audit questions to assess the importance and status of our advertising: What is the sales & growth of our promotion & advertising? - Advertising

More information

DEVELOPING AND UTILIZING ELECTRONIC MEDIA

DEVELOPING AND UTILIZING ELECTRONIC MEDIA 1 CHAPTER 7-2/E DEVELOPING AND UTILIZING ELECTRONIC MEDIA Summary In summary, the term electronic media encompasses television, radio and telephone. Television and radio are commonly referred to as broadcast

More information

A review of Marketing strategy of motorcycle products in Bangladesh.

A review of Marketing strategy of motorcycle products in Bangladesh. A review of Marketing strategy of motorcycle products in Bangladesh. *Farooq Hossan *Issa Ahammad Abstract In Bangladesh extensive road network has been made in the rural areas as part of the infrastructural

More information

SALES CASE STUDY CONTEST WINNER: JENNA OVERALL

SALES CASE STUDY CONTEST WINNER: JENNA OVERALL SALES CASE STUDY CONTEST WINNER: JENNA OVERALL NAME: Jenna Overall - CBS Outdoor AWARD: Simple and Efficient Use of EYES ON in a Small Market, Small Client Scenario CLIENT: Baby Love Shoppe MARKET: Flint,

More information

SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits)

SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits) SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits) This unit aims to provide candidates with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational

More information

Setting Measurable Public Relations Objectives for Law Firms

Setting Measurable Public Relations Objectives for Law Firms Setting Measurable Public Relations Objectives for Law Firms By: Gina F. Rubel, Esq. President gina@furiarubel.com What do you want people to think, say or do when they hear the name of your law firm?

More information

Arizona Promotional Products Association. Town Hall. Welcome! PROMOTIONAL PRODUCTS ASSOCIATION INTERNATIONAL. Paul Bellantone, CAE, President/CEO

Arizona Promotional Products Association. Town Hall. Welcome! PROMOTIONAL PRODUCTS ASSOCIATION INTERNATIONAL. Paul Bellantone, CAE, President/CEO PROMOTIONAL PRODUCTS ASSOCIATION INTERNATIONAL Arizona Promotional Products Association Town Hall Welcome! Paul Bellantone, CAE, President/CEO PROMOTIONAL PRODUCTS ASSOCIATION INTERNATIONAL PPAI advocates

More information

Integrated Communication

Integrated Communication Integrated Communication Integrated Communication is a 15-credit mandatory module which sits within the suite of Level 4 modules. To gain the CIM Level 4 Certificate in Professional Marketing a pass in

More information

How does TV advertising perform in comparison with other media in driving sales?

How does TV advertising perform in comparison with other media in driving sales? How does TV advertising perform in comparison with other media in driving sales? Advertising in general affects sales; however its elasticity is small and difficult to estimate and is one of the most difficult,

More information