PROMOTIONAL MIX- (INTEGRATED Market communication mix)(IMC) Specific blend of promotion tools that the company uses to engage consumers, persuasively communicate customer value and build customer relationships. DELIVER A CLEAR, CONSISTENT AND COMPELLING MESSAGE ABOUT BRANDS MESSAGES

ADVERTISING Broadcast, Print, internet, mobile, outdoor

SALES PROMOTION discounts, coupons, displays, demonstration, sweepstakes

PERSONAL SELLING sales presentations, trade shows, and incentive programs

PUBLIC RELATIONS- press release, sponsorships, event marketing, webpages

DIRECT AND DIGITAL MARKETING- direct mail, cataloges, online and social media

Any paid form of non personal presentation and promotion of ideas, goods, services- Out of home like bus, billboard

Short term incentives to encourage purchase

Personal customer interaction by firms sales force for purpose of making sales and building relationships, Trained staff, One-to-one, face-to-face typically, provides human touch

Building good relationships with company's various publics by obtaining favourable publicity, handling rumours, stories, events

Engaging directly with carefully targeted individuals to obtain immediate response and build lasting relationships

COMPANIES FAIL TO INTEGRATE VARIOUS COMMUNICATIONS BECASUE COMMUNICATIONS COME FROM DIFFERENT PARTS OF THE COMPANY

PROS: Can reach masses of geographically dispersed buyers at a low cost per exposure, repeating messages many times, Creates customer trust because of its public nature

CONS: Impersonal, one-way communication, Costs are high, Broadcast channels- not targeted and therefore not as a efficient(mass marketing)

Creative Objective: What information is to be communicate the Key Benefits (colour matching)

Creative Strategy: How that Message will be communicated : Big Idea (find your soul paint)

8 ADVERTISING APPEALS

1.HUMOUR- lighthearted, enjoyable, memorable

2.COMPARISON- proof of competing products, direct is another brand is mentioned or indirect not named

3.EMOTION- creating a mood that arouses feelings

4.LIFESTYLE--adventuresome, fastpaced, urban

5.CELEBRITY-using someone famous

6.TESTIMONIAL (8/10 DENTISTS RECOMMEND)

7.SEX-appeal in certain product, risky since may alienate consumers

8.PRODUCT DEMOS (SHOW IT WORKS)

PRODUCT PLACEMENT- Obvious or not so obvious like in tv shows)

BRANDED CONTENT- Woven into storyline of movie/show- not so obvious- very impactful/credible

EARNED MEDIA "You don't pay for media you earn it"

PROS- Saves money when used proactive, Ideal for influencing opinions/need recognition, Believable and reaches people who resit advertising(People see as news)

  1. MEDIA (Journalist)
  1. CITIZEN ACTION (PETA)
  1. INTERNAL (employees)
  1. PUBLIC GENERAL (everyone)
  1. LOCAL (Neighbours)
  1. GOVERNMENT
  1. BANKS (Financial)

CONS- uncertain- cant control its use or message, could be negative, cant control when and if you receive placement

ONLINE SEARCH ADVERTISING- getting buyers seeking path

ONLINE DISPLAY ADVERTISING - *Banner advertising on websites your target visits

PREMIUMS- Free (toy) with purchase, Free Sample is an effective way of getting trial usage cuz it eliminates financial risk new product

PROS- Offers strong incentives to purchase, quick consumer response Trial Purchase Repeat Purchase * Multiple Purchase

CONS- Effects are short lived, mot as effective as as advertising or personal selling in building relaitionships

Starts with list of possible consumer such as emails, phone numbers and home address. Goal is "narrowest" to a targeted audience likely to be

PROS- Communicate directly, reaches customers with tailored messages, encourages action/response, measurable

CONS- Percieves as SPAM or Junk, Price per touch is higher(physical mail)

PROS- 2 way exchange, understand customer needs, customized response, build relationships, ideal when price high, helps to overcome risk MOST EFFECTIVE TOOL

CONS- Most Expensive, 300+ per touch, messaging can be inconsistent, longer term commitment

How do I know which tools to use? Consider Target and how they behave, Check Budget, Determine timing,

TRIAL- introducing new product, make purchase right away so might send coupon

REPEAT PURCHASE- loyalty offers so consumers continue buying, coupon with a product that can be redeemed on next purchase

MULITPLE PURCHASE- contest like mcdonalds, savings that increase on additional purchases

STEPS IN SELLING PROCESS

PRESENTATION- actual sales consist of persuasive delivery and demo of benefits

HANDLING OBJECTIONS- obstacle a salesperson must confront and resolve if sales completed. An objection is a cue that buyer wants more info

APPROACH- Initial contact, must capture attention/interest

CLOSING- asking for order, most difficult step

PRE-APPROACH- Gathering information about potential customers before making sales contact

FOLLOW-UP- keep in touch make sure consumer is satisfied

PROSPECTING- Systematic procedure for developing sales leads.