Mass Marketing

Advertising

Sales promotion

PR

Free Samples

Trials

Contests

Premiums

Trade shows

Coupons

Vacation give aways

Strategies

End consumers

Trade customers - Push strategy

Company employees - Incentive scheme

Pull strategy

Pros

Cons

May impact brand image if run for a long time

May not yield result in logn run

Induce trail and repeat purchase

boosts sale

Stimulate purchase of large packs

Tools

Press release

Interviews

Articles

Photo release

PR event

Special TV shows

Pros

Cons

May not result in sales

not measurable

Credible source of info

Fosters reputation

favourable lobby

Appeal

Rational

Moral

Emotional

Music

Sex

fear

Humor

Process

Identify target market

Communication Objective

Expenditure

Message

Choose media

Collect feedback

Awareness

Trial

Reminder

Purchase

Brand building

Clear misconception

Content

Appeal

Format

Channels

Major

Alternative

Newspaper

Magazine

Radio

Television

Outdoor

Digital media

Shopping carts

Interactive Kiosks

Ads before movie

Street furniture

Mobile App ads

Video game ads

Advertainments

Product placment

Transit ads