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Mark160 Ch12

Sales promotion uses short-term incentives like coupons, rebates, and samples to encourage product purchases. Tools include consumer promotions for customers and business promotions for trade shows. Personal selling uses two-way communication compared to other one-way IMC tools and involves prospecting, presenting, handling objections, and following up. Direct response marketing uses mass media like telemarketing and direct mail in a one-to-one manner by requiring a customer database. Public relations includes press relations and product publicity functions.

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Makame Mahmud Dipta
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61 views6 pages

Mark160 Ch12

Sales promotion uses short-term incentives like coupons, rebates, and samples to encourage product purchases. Tools include consumer promotions for customers and business promotions for trade shows. Personal selling uses two-way communication compared to other one-way IMC tools and involves prospecting, presenting, handling objections, and following up. Direct response marketing uses mass media like telemarketing and direct mail in a one-to-one manner by requiring a customer database. Public relations includes press relations and product publicity functions.

Uploaded by

Makame Mahmud Dipta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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IMC

Push/ Pull/ MIXED?


Advertising
Just val
Sales Promotion
Short term incentives designed by marketers for the
purpose of encouraging the purchase of a product.

• Consumer promo tools:


• Samples, coupons, rebates, price packs, premiums, ad specialties,
loyalty programs, point-of-purchase displays/demos, and
contests/sweepstakes

• Business promo tools:


• conventions/trade shows and sales contests
Personal Selling
• Involves two way personal communications (compared to
other IMC tools that are one-way impersonal)
• Organization:
• Territorial, Product, Customer types, Outside vs. inside sales, and
team selling
• Process:
• Prospect, pre-approach, approach, present, handle objections,
close, follow-up
• Relationship Marketing:
• Process of creating, maintaining, and enhancing strong, value-laden
relationships with customers and other stakeholders.
DRM (Direct Respone Marketing)
• Mass media marketing in a one-to-one manner.
• Requires Database
• Forms:
• Telemarketing
• Direct Mail
• Catalogue Marketing
• Direct Response TV (order now)
PR (Public Relations)
• Functions:
• Press relations
• Product Publicity

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