Please enable JavaScript.
Coggle requires JavaScript to display documents.
PROMOTION & COMMUNICATION POLICY - Coggle Diagram
PROMOTION & COMMUNICATION POLICY
THE PROMOTION MIX
Definition
Combination of marketing communication tools used
to communicate customer value and build relationships
Advertising
Definition
Paid non-personal presentation and promotion
Characteristics
High massiveness
Repeatable
Expressive
Impersonal
Types of Advertising
Information Advertising
Inform new products/services
Explain product usage
Explain operation principles
Reduce customer fears
Build company image
Persuasive Advertising
Build brand preference
Encourage switching brands
Change buyer perception
Persuade customers to buy now
Reminder Advertising
Remind product need
Remind buying locations
Maintain customer awareness
Maintain relationships
Advertising Media
Broadcast (TV, Radio)
Print (Flyers, Newspapers, Magazines)
Outdoor advertising
Internet advertising
Sales Promotion
Definition
Short-term incentives encouraging purchase/sale
Consumer Promotion
Samples
Coupons
Cash refunds/Rebates
Price-off deals
Premiums
Point-of-purchase displays
Contests
Sweepstakes
Event sponsorships
Trade Promotion
Discounts
Allowances
Free goods
Push money
Business Promotion
Trade shows
Demonstrations
Sales contests
Public Relations (PR)
Definition
Building good relationships with publics
PR Tools
Sponsorship
Charitable activities
Public visits
Financial statement disclosure
Community participation
Event planning
Press relations
Press conferences
Lobbying
Crisis management
Personal Selling
Definition
Direct interpersonal communication with customers
Communication Forms
Face-to-face
Telephone
Video/Web conferencing
Roles of Salespeople
Represent company to customers
Represent customers to company
Coordinate with marketing department
Personal Selling Process
Prospecting & Qualifying
Identify potential customers
Evaluate customer quality
Pre-approach
Gather information
Understand customer needs
Plan approach
Approach
Meet customer
Create first impression
Build relationship
Presentation
Explain product benefits
Solve customer problems
Need-satisfaction approach
Handling Objections
Resolve customer concerns/problems
Closing
Finalize the sale
Follow-up
Ensure satisfaction
Build long-term relationship
Good Salesperson Traits
Honest
Dependable
Good listener
Empathetic
Good follow-up
Direct Marketing
Definition
Direct connection with targeted consumers
Traditional Forms
Direct mail
Telemarketing
Catalogs
Kiosks
Online Marketing
Website
Online advertising
Online communities
Email marketing
INTEGRATED MARKETING COMMUNICATIONS (IMC)
Definition
Integration of communication channels to deliver
clear, consistent, compelling messages
Changes in Communication Landscape
Less mass marketing
More personalized marketing
Digital communication growth
Better informed consumers
Need for IMC
Ensure consistent message
Integrate communication tools
Avoid inconsistent company image
COMMUNICATION PROCESS
Elements in communication process
DEVELOPING EFFECTIVE COMMUNICATION
Step 1: Identify target audience
Step 2: Determine communication objectives
Step 3: Design the message
Step 4: Choose media
Step 5: Select message source
Step 6: Collect feedback
Designing the Message
AIDA Model
Attention
Interest
Desire
Action
Message Appeals
Rational appeal
Emotional appeal
Moral appeal
Message Structure
Open vs clear conclusion
One-sided vs two-sided
Placement of strongest argument
Message Form
Print
Radio
Television
Personal selling
Choosing Media
Personal Communication Channels
Face-to-face
Phone
Mail
Email
Internet chat
Nonpersonal Communication Channels
Print media
Broadcast media
Online media
Atmospheres
Events
Selecting Message Source
Celebrities
Athletes
Entertainers
Professionals
Health-care providers
Setting Promotion Budget
Affordable Method
Percentage-of-sales Method
Competitive-parity Method
Objective-and-task Method