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Topic I - Communications Strategy - Coggle Diagram
Topic I - Communications Strategy
Communication and Promotion Mix
Personal Selling
Public Relations
Sales Promotion
Direct Marketing
Advertising
Communication Process
Decoding
Reciever
Media
Response
Message
Feedback
Encoding
Noise
Sender
Advertising
Objectives
Persuasive advertising
Reminder advertising
Informative advertising
AIDA model
to deliver an effective message
Desire
Interest
Attention
Action
Types of media
Radio
Newspaper
Television
Magazines
Billboards
Transport Media
Posters
Digital, mobile and social media
Direct Mail
Advantages and Disadvantages
Disadvantages
High cost (expensive)
Lots of waste (clutter)
Advantages
Gains brand awareness
Entertainment
Public Relations
Functions of PR
Product and brand publicity
Press relations or press agency
Public affairs
Lobbying
Development
Investor relations
Major PR Tools
Written Material
Corporate identity material
Special events
Public services activities
News
Web and Social Media
Audio visual materials
Sponsorships
press conference and press tour
Speeches
Advantages and Disadvantages
Advantages
Publicity
More credible (believable)
Disadvantages
Difficult to control
Cost effective
Personal Selling
Nature of Personal Selling
selling face to face, telephone ,email, shops, door to door
Salesperson - represents a company to customers by performing these activities
prospecting, communicating, selling , servicing, information gathering, and relationship building
needs to be confident motivated, disciplined, ability to learn, good conversation, organized, being good negotiator
Role of the Sales Force
Information Gathering
Maintaining Relationships
Persuading
Demonstrating and Presentation
Informing
Prospecting
Personal Selling Process (7)
Presentation and Demonstration
Handling Objections
Approach
Closing
Pre - Approach
Follow - Up
Prospecting and Qualifying
Advantages and Disadvantages
Advantages
Building Relationships
Human Communication 1-1
Disadvantages
Expensive
High Pressure Selling
Sales Promotion
Objectives
Trade Promotions
getting retailers to carry new items and more inventory, buy ahead,or promote the company's products and give them more shelf space.
Business Promotions
getting more sales force support for current new products and discovering new sales leads.
Consumer Promotions
encourage customers to buy as soon as possible
Consumer Promotion Tools
Product based
Price Packs
Premium
Advertising Specialities
Samples
Competition based
Sweepstake
Game
Contest
Price/money based
Price Discount
Rebate
Coupons
Store based
Point of sale (displays, message on shelfs)
Event Marketing
Trade Promotions Tools
free goods
push money
Allowances
free speciality advertising items
price off
Business/ Sales Force Promotions Tools
Sales Contests
Free training incentives
Conventions and Trade Shows
Bonuses
Advantages and Disadvantages
Advantages
Its a tool to incentives
Attract new customers
Disadvantages
People expect to give discounts
Damaged reputation of the brand
Direct Marketing
Benefits to buyers
Unlimited selection of products
Product Reviews
easy and private
immediate and interactive
Convenient (access it 24hrs)
Benefits to sellers
Generate immediate results from target audience
most accountable form as its measurable
Reduce media waste and costs
Flexible and Customised
Can reach international clients
Forms of Direct Marketing
Telephone Marketing
Direct-response television marketing
Catalogue Marketing
Kiosk Marketing
Direct-mail marketing
New Digital Direct Marketing Technologies
Advantages and Disadvantages
Advantages
customised 1-1
measurable
Disadvantages
spam/junkmail
database?
Digital and Online Technology
Establishing an online marketing presence
Placing ads and promotions online
Participating in social networks
Creating a website
Email Marketing
Advantages and Disadvantages
Disadvantages
screen overload
Advantages
relatively inexpensive
measurable