Tải bản đầy đủ - 0 (trang)
Figure 1.2 - Elements of the Promotional Mix

Figure 1.2 - Elements of the Promotional Mix

Tải bản đầy đủ - 0trang

Advertising Classifications



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



9



Direct Marketing 

 Communicating directly with target customers to 

generate a response and/or a transaction

 Involves:

 Database management

 Direct selling

 Telemarketing

 Direct­response advertising

 Encourages the consumer to purchase directly from the 

manufacturer

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



10



Digital/Internet Marketing

Interactive media

• Allow users to participate in and modify the form and

content of the information they receive in real time



Social media

• Online means of communication and interactions used to

create, share, and exchange content



Mobile marketing

• Messages delivered are specific to a consumer’s location

or consumption situation

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



11



Sales Promotion



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



12



Publicity

 Nonpersonal communications regarding an 

organization, product, service, or idea not directly 

paid for or run under identified sponsorship

 Advantage

 High credibility and low cost



 Disadvantages

 Not always under the control of an organization

 Negative stories are highly damaging

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



13



Public Relations

 Evaluates public attitudes

 Identifies policies and procedures of an individual 

or organization with the public interest

 Goal ­ Establish and maintain a positive image 

among various publics



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



14



Personal Selling

 Person­to­person communication in which seller 

attempts to assist and/or persuade prospective 

buyers to: 

 Purchase a company’s product 

 Act on an idea



 Allows seller to tailor messages to the customer’s 

specific needs or situation

 Involves immediate and precise feedback

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



15



Contact or Touch Point

 Every opportunity a customer has to see or hear 

about a company and/or its brands or have an 

encounter or experience with it

 Categories

 Company created

 Intrinsic 

 Unexpected

 Customer­initiated

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



16



Figure 1.5 ­ IMC Audience Contact 

Tools



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



17



Figure 1.6 ­ IMC Contact Points: 

Control vs. Impact



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



18



Tài liệu bạn tìm kiếm đã sẵn sàng tải về

Figure 1.2 - Elements of the Promotional Mix

Tải bản đầy đủ ngay(0 tr)

×