Elements of the Promotion Mix

Advertising

Ingredients Ingredients of the of the Promotion Promotion Mix Mix

Public Relations

Personal Selling

Sales Promotion

Goals and Tasks of Promotion

Informing Reminding

Target Audience

Persuading

AIDA and the Hierarchy of Effects

Conviction

Purchase

Preference Liking

Knowledge Awareness

Attention Cognitive

Interest Affective

Desire

Action Conative

When Elements of Promotion Are Most Useful

Advertising Effectiveness Personal selling Sales promotion Public relations
Awareness Knowledge Liking Preference Conviction Purchase

Very effective Somewhat effective Not effective

Criteria for Setting Promotion Objectives

Promotion objectives should:

be measurable, concrete

be based on sound research, with a well-defined target audience

be realistic

reinforce the overall marketing plan and relate to specific marketing objectives

Techniques for Setting Promotion Budgets

Arbitrary Allocation All - You - Can - Afford Competitive Parity Percent of Sales Market Share Objective and Task

The Tools of Public Relations

New Product Publicity Product Placement

Major Major Tools Tools Used By Used By PR PR Professionals Professionals

Customer Satisfaction Phone Lines Consumer Education Event Sponsorship Issue Sponsorship Web Sites

Tools for Consumer Sales Promotion

Coupons Premiums

Six Six Categories Categories of of Consumer Consumer Sales Sales Promotions Promotions

Frequent Buyer Programs Contests and Sweepstakes Samples Point-of-Purchase Displays

Tools for Trade Sales Promotion

Trade Allowances Push Money

Training

Free Merchandise

Six Six Categories Categories of of Trade Trade Sales Sales Promotions Promotions

Store Demonstrations Business Meetings, Conventions, Trade-Shows

Advantages of Personal Selling

Detailed Detailed Information Information Message Control Message Control

Targeted Targeted

Cost Control Cost Control Closing Sales Closing Sales

Advertising Versus Personal Selling

Personal Selling is more important if...
The product has a high value. It is a custom-made product. There are few customers. The product is technically complex. Customers are geographically concentrated.

Advertising/Sales Promotion is more important if...

The product has a low value. It is a standardized product. There are many customers. The product is simple to understand. Customers are geographically dispersed.

Steps in the Selling Process

Generating Sales Leads Qualifying Sales Leads

Basic Basic Steps in Steps in the the Selling Selling Process Process

Making the Sales Approach Making the Sales Presentation Handling Objections Closing the Sale Following Up