Promotion Marketing

promotion tools

advertising, public relations, sales promotion, personal selling

home shopping channels

entire cable channels dedicated to selling multiple brands, items, and services

public relations

evaluates public attitudes, identifies areas of public interest, and executes a program of action, public understanding and acceptance

compatative advertising

Directly or indirectly compares two or more competing brands or brand attributes. used when product is experiencing slow growth or enters marketplace against strong competition

pioneering advertising

intended to stimulate primary demand for a new product. Heavily used during the product introductory stage. Seeks to create product interest.

categories of communication

interpersonal communication and mass communication.

salesperson must know about..

product or service customers competition industry

publicity

public information about a company, person, product, service or issue appearing in the mass media as a news item

DRTV

tv spots that are 60 to 120 seconds long

competitive advertising

used to influence demand for a specific brand. used during the growth stage of the PLC. promotions become less informative and appeal more to emotions.

company websites

used to promote and introduce products, obtain customer feedback, post news releases and other information and interact with customers.

new product publicity

in the introductory stage of PLC

personal selling

A planned, face-to-face presentation to one or more prospective buyers for the purpose of making a sale.

guerilla marketing

An unconventional system of promotions that relies on time, energy, and imagination rather than a big budget

sales promotion

a short run tool used to stimulate immediate increases in demand. includes free samples, contests, trade shows, vacation give-a-ways and coupons

infomercials

a 30 minute or longer advertising program for a single product

sponsorship

a company spends money to support an issue, cause or event that is consistent with corporate objectives, such as brand awareness or enhancing corporate image.

unique selling Proposition

a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign

needs assesment

a determination of the customer's specific needs and wants and the range of options a customer has for satisfying them.

advertising campaign

a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

message exectution process:

choose exectution style choose a tone choose format elements

promotional Mix

combination of promotion tools used to reach the target market and fulfill the organization's overall goals

promotion

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response

forms of online promotion

content sponsorships. alliances and affiliate programs. viral marketing.

product placement

getting your name, product, or service to appear in a movie, tv show, radio program, magazine for another product

competitive advantage

high product quality, rapid delivery, low prices, excellent service, unique features

noncorporate blogs

independent and not associated with the marketing efforts of any particular company or brand.

direct selling

marketing and selling products, direct to consumers away from a retail location

AIDA concept

model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention, Interest, Desire, Action

corporate blogs

sponsored by a company or one of its brands and maintained by one or more of the company's employees

cause-related marketing

the association of a for-profit company with a non-profit organization.

integrated marketing communications

the careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer

public relations

the element in the promotional mix that evaluates public attitudes, identifies issues of public concern, and executes programs to gain public acceptance

marketing communication

the process by which we exchange or share meanings through a common set of symbols