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