Date post: | 06-Aug-2015 |
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LESSON 10 OBJECTIVES
• Define what is promotional mix
• Describe the elements of the promotional mix
- Advertising
- Personal Selling
- Direct Selling
DEFINING THE PROMOTIONAL MIX
The components of an individual promotional campaign, which are likely to include advertising, personal selling, public relations, direct marketing and sales promotion.
THE ELEMENTS OF THE PROMOTIONAL MIX
ADVERTISING
SALES PROMOTION
DIRECT SELLING
PUBLICITY/ PUBLIC RELATIONS
PERSONAL SELLING
ADVERTISING (PENGIKLANAN)
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising medias and channels include:
a) Broadcast Media: TV, Radio, Internet Streamingb) Print Media: Newspapers, Magazines, Brochuresc) Indoor/Outdoor Media: Billboards, Bus Panels, Buntings, Moving Placards, Kiosks
TYPES OF ADVERTISING OBJECTIVES
Informative advertising is used when introducing a new product category; the objective is to build primary demand
Comparative advertising directly or indirectly compares the brand with one or more other brands
Persuasive advertising is important with increased competition to build selective demand
Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product
CREATING THE ADVERTISING MESSAGE
• Advertisements need to break through the clutter to gain attention and to communicate well.
• Therefore, advertisements need to be better planned, more imaginative, more entertaining, and more rewarding to consumers
CREATING THE APPEAL IN THE ADVERTISING MESSAGE
• Characteristics of the appeals include:
- Meaningful - Believable
- Distinctive
√ Reaches large, geographically dispersed audiences
√ Low cost per exposure
√ Consumers perceive advertised goods as more legitimate
X Impersonal
X one-way communication
ADVANTAGES & DISADVANTAGES OF ADVERTISING
PERSONAL SELLING
• Uses oral presentation
• It is personal - face to face
• The objective of the salesperson is to gain rapport and close the sale
PRO’S AND CONS’
√ Most effective tool for building buyers preferences, convictions and actions
√ Personal interaction allows for feedback and adjustments
√ Relationship-oriented√ Buyers more attentiveX Sales force represents long-term commitmentX most expensive promotional tool
DIRECT MARKETING(JUALAN LANGSUNG)
• An interactive system (sistem dua hala) of marketing which uses one or more advertising media to effect a measurable response (maklumbalas yang boleh diukur) and/or transaction at any location
PRO’S AND CONS’
√ 4 distinctive characteristics:
- Non-public
- Immediate
- Customized
- Interactive
√ Well-suited to highly targeted marketing efforts
X Many people treat unsolicited materials as ‘JUNK’ (sampah kertas)
X Environmental Impact (for printed materials)
X Limited Reach & Impact (only for targeted people)