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PROMOTIONAL (Integrated Marketing Communication (sponsorship (sponsorship…
PROMOTIONAL
Integrated Marketing Communication
sponsorship
sponsorship spending, growth of sponsorship, differ sponsor from avertising, assessing sponsorship results
elements of the promotional mix
personal, nonpersonal selling
Objectives of promotion
for information, increase demand, differentiate product, accentuate the product's value, stabilize sales
budgeting for promotional strategy
The communication process
Integrated Marketing Communication
importance of teamwork, role of databases in effective IMC programss
the value of marketing communication
social, business, economics
Measuring the effectiveness of promotion
measuring online promotion
pulling and pushing promotional strategies
pulling strategy- promotional effort by the seller to stimulate fina-user demand, which then exerts pressure on the distribution channel.
Developing an optimal promotional mix
nature of the market, product. stage in product life cycle, price, funds available for promotion.
direct marketing
direct marketing communications channels, direct email, catalogs, telemarketing, direct marketing via broadcast channels, electronic direct marketing channels, other direct marketing channels
Personal Selling and sales promotion
advertising
type
- product advertising, institutional advertising.
Objective
- informative advertising, persuasive advertising, reminder advertising
media selection
tv, newspaper, radio, magazines, outdoor advertising, point of sale (POS), interactive media, other advertising media
advertising strategies
comparative advertising, celebrity testimonials, retail advertising, interactive advertising
media scheduling
cross promotion
cross promotion- promotional technique in which marketing partners share the cost of promotional campaign that meets their mutual needs
measuring promotional effectivebess
measuring advertising effectiveness, public relations effectiveness, evaluating interactive media
public relations
marketing and non marketing public relations, publicity
ethics in nonpersonal selling
advertising ethics, ethics in public relations
advertising messages
advertising appeals, developing and preparing ADS, creating interactive ADS
creating an advertisement
translating advertising objectives into advertising plans
organization of advertising function
advertising agencies
Advertising and Public Relation
the evolution of personal selling
personal selling- interpersonal influence process involving a seller's promotional prsentation conducted on a person-to-person basis eith the buyers
the four sales channel
over-the-counter selling, telemarketing, inside selling, integrating the various selling channels
trends in personal selling
relation ship selling, consultative selling, team selling, sales force automation (SFA)
managing the sales effort
recruitment and selection, training, organization, supervision, motivation, compensation, evaluation and control
sales process
prospecting and qualifying, approach, presentation, demonstration, handling objections, closing, folloe-up
ethical issues in sales
sales tasks
order processing, creative selling, missionary selling
sales promotion - marketing activities other than personal selling, advertising, and publicity that enhance consumer purchasing and dealer effectiveness
consumer-oriented sales promotions, trade-oriented promotions