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Topic 8 - Promotion - Integrated Marketing Communications and the…
Topic 8 - Promotion - Integrated Marketing Communications and the Promotion Mix
Advertising
Public relations
News
Speeches
Special Events
Written materials
Corporate Identity
Public Service Activities . Corporate Social Responsibility
Audio Visual Materials
Buzz Marketing
Sales Promotion
Definition
Short-term incentives such as discount coupons encourage the purchase or sale of a product or service. Basically, it offers reasons to buy now.
Factors leading to growth in sales promotions
Product managers face greater pressures to increase their current sales.
The company faces more competition and competing brands are less differentiated.
Advertising efficiency has declined.
Consumers have become more deal oriented.
Objectives
Consumer promotions: Urge short-term customer buying or to enhance customer brand involvement.
Trade promotions: Get retailers to carry new items and more inventory, buy ahead, or promote the company’s products and give them more shelf space.
Sales force promotion (members of sales force): Get more sales force support for current or new products or getting salespeople to sign up new accounts.
Consumer Promotion
Samples
Coupons/Voucher
Cash refund
Price pack / Discount
Free Gift / Premiums
Advertising Specialties
Point of Purchase (PoP)
Direct/Digital Marketing
Definition
consists of direct connections with carefully targeted individual consumers, often on a one-to-one, interactive basis. Using detailed databases, they tailor their marketing offers and communications to the needs of narrowly defined segments or even individual buyers.
Benefits
Buyers
Sellers
Forms of direct and digital marketing
Digital & Social media arketing
Mobile marketing
Online Markeitng
Mailchimp
Social media marketing
Traditional direct marketing
Direct-mail marketing
Catalog Marketing
Personal selling