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Principle of Marketing

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Principle of Marketing
Principles of Marketing
Promotion: Overview and Personal Selling

Promotion Mix
Personal Selling Advertising Publicity Sales Promotion

Elements in the Communication Process (Fig. 14.2)

Promotion Strategy
Strategic Objectives Appropriate Tasks Budget Implementation Evaluation and Control

Strategic Issues
Integration Relationships Goals: Information, Persuasion, Reminder Consumer Considerations: AIETA Model Target

Integrated Marketing Communications (Fig. 14.1)
Advertising Personal selling

Sales promotion Public relations

Direct marketing

A View of the Communications Process
Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages:
Preselling Preselling Selling Selling

PostPostConsumption Consumption

Consuming Consuming

AIETA
The Adoption Process Product Life Cycle

AIETA and the Promotion Mix: The right tool for the job.
Awareness
Advertising -teaser campaigns -pioneering ads -jingles/slogans -outdoor -internet banners Publicity -newsworthy “stunts” -news announcements -trade announcements

Interest
Advertising -information ads -image ads

Evaluation
Advertising -persuasion ads -image ads -testimonials -comparative ads

Trial
Advertising -retailer co-op ads -POP materials -sales promotion ads

Adoption
Advertising -reminder ads

Publicity -news coverage -human interest stories

Publicity -consumer welfare reports

Personal Selling -mentions -samples -brochures, etc.

Personal Selling -benefits (prepared or formula approaches)

Personal Selling -consultative selling

Personal Selling -closed deal

Personal Selling -consultative selling

Sales Promotion -demonstrations -displays -tie-ins

Sales Promotion -trade discounts -trade allowances

Sales Promotion -samples -coupons -rebates -price packs -premiums

Sales Promotion -patronage rewards -contests

Promotion Targets—Push/Pull

Promotion Mix Strategies
Strategy that
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