chapter-5-other-elements-of-promotional-mix-advertising (1).pptx

MARKETING COMMUNICATIONS

1. OTHER ELEMENTS OF THE MARKETING COMMUNICATIONS OR PROMOTIONAL MIX Chapter 5

2. SALES PROMOTION

3. Includes activities that will promote increase in sales for the product or service Can contribute to the long-term development and reinforcement of brand identity and image Can be designed to accelerate purchases and generate immediate sales and income for the firm. SALES PROMOTION Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

4. Should not be viewed as separate activity from advertising because when planned and executed properly, sales promotion with advertising can produce a synergistic effect that is better than the response generated from either promotional mix element alone. SALES PROMOTION Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

5. Can be more effective with: Coordinated budget Advertising and promotional themes Media scheduling and timing Right target audience SALES PROMOTION Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

6. Growing power of retail outlets The decline in consumers buying loyalty Increase in buyers awareness of promotions Rise in new product introduction Fragmentation of the consumer market REASONS FOR THE INCREASE IN CONCERN FOR SALES PROMOTION Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

7. To motivate consumers to try a new product or an improved model of an established product To attract new customers To encourage present customers to use the product or service more frequently To beat competitor’s promotional activity To increase the amount of impulse buying by consumers To get greater cooperation from retailers OBJECTIVES OF SALES PROMOTION Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

8. Goal Allocation of resources Method of evaluation Relationship of business organization to other activities SALES PROMOTION ACTIVITIES MUST BE CAREFULLY PLANNED EMPLOYING THE FF. ASPECTS: Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

9. Those sales promotion intended to increase sales of product being promoted and communicated directly to the consumer Those sales promotion whose goal is to make consumers buy a product at a specific retailer’s place of business, aimed at the consumers through the retailers 3 forms and goals of SALES PROMOTION Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

10. 3. Those sales promotion intended to motivate and stimulate channel of distribution like wholesalers and retailers to handle a line of goods and to promote it more actively. 3 forms and goals of SALES PROMOTION Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

11. Is another aspect to planning sales promotion programs which include: the procedure for recording and administering expenditures the budget allotted to be spent on sales promotion devices ALLOCATION OF RESOURCES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

12. 1 st : restate the specific sales promotion goals, to determine what level was attained 2 nd : the evaluation itself by sales volume level, brand share, shipments from plants and factories Final step: the actual evaluation process STEPS IN EVALUATING SALES PROMOTION Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

13. Starting and closing dates of the sales promotion device Anticipated date for its appearance on the shelves or floors of dealers or delivery to consumers Regional variations in dates or terms of sales promotion Details on dates and kinds of advertising, direct mail or point-of-purchase material that will support the promotion BASIC ELEMENTS OF A SOUND SALES PROMOTION PLAN CONSISTS OF: Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

14. Maybe apparent in different forms Sales promotion manager fills the gap left by sales and advertising departments while enhancing the effectiveness of personal selling and advertising RELATIONSHIP OF SALES PROMOTION TO OTHER MARKETING FUNCTIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

15. Is the interaction of salesmanship, advertising and sales promotion Moves a product or service to consumers through more than one channel or vehicle of promotional communication MARKETING or promotional blend Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

16. Have 2 main forms: Those that are directed to ultimate consumers to increase product use and sales Those directed to trade (wholesalers and retailers) stimulating dealership and distributorship SALES PROMOTION DEVICES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

17. Come in 2 objectives: Those that are used during introductory stage of the product Those intended to increase use of product CONSUMER SALES PROMOTION DEVICES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

18. SAMPLES INTRODUCTORY SALES PROMOTION DEVICES FOR CONSUMERS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

19. SAMPLES Sampling is the actual offering of a free product trial to a consumer CHARACTERISTICS A tria l size of the product is offered to consumers The offering must be free INTRODUCTORY SALES PROMOTION DEVICES FOR CONSUMERS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

20. It induces consumer trial of a new or improved product It builds a higher level of sales volume for a brand by demonstrating and proving its superiority Major objectives w/c sampling can accomplish are: Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

21. It encourages product trial even by prospects who have become disillusioned in a product category by repeated trial of other products that are unsatisfactory. It helps gain retail distribution for a product Major objectives w/c sampling can accomplish are: Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

22. Are suitable for lightweight or small-size samples This permits economical and efficient coverage of heavily populated areas MaIL -DELIVERED SAMPLES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

23. Can be ring-and-leave method A sample is placed at the door, doorbell is ring and crewman departs DOOR-TO-DOOR SAMPLES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

24. Is where a crewman hands the sample and delivers a sales message IN-STORE SAMPLE Is the dissemination of samples by a demonstrator for a trial within stores RING-AND-HAND-IN METHOD Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

25. Is attached to or inserted in product package ISOLATED GROUP SAMPLE Is delivered to identifiable and selected groups like brides, young mothers and housewives On-package sample Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

26. 2. COUPONS INTRODUCTORY SALES PROMOTION DEVICES FOR CONSUMERS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

27. 2. COUPONS Is a certificate that, w hen presented for redemption at a retail store, entitles the bearer to a stated saving on the purchase of a specific product It also builds higher level of sales and attracts even the ripest prospect to a brand, who most likely become repeat purchases and regular users INTRODUCTORY SALES PROMOTION DEVICES FOR CONSUMERS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

28. 2. COUPONS MUST HAVE: An expiration date Name of the issuer But not necessarily require the redeemer’s signature INTRODUCTORY SALES PROMOTION DEVICES FOR CONSUMERS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

29. The brand involved Money value of coupon Size of the product Place and means of redemption in designing coupons, nature of the offer must be clearly stated w/c includes: Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

30. Distributed using direct-mail Printed publication in newspapers and magazines In-package COUPONS CAN BE: Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

31. PRICE-OFF PROMOTIONS SALES PROMOTION DEVICES TO INCREASE USE OF AN ESTABLISHED PRODUCT Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

32. PRICE-OFF PROMOTIONS Are devices which offer consumers a certain amount of money off the regular price of a product and identify the amount of the reduction on the label or the package A strong trial-gaining device, often purchase in greater quantities by the distributors in anticipation of more frequent purchases by consumers SALES PROMOTION DEVICES TO INCREASE USE OF AN ESTABLISHED PRODUCT Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

33. 2. PREMIUMS SALES PROMOTION DEVICES TO INCREASE USE OF AN ESTABLISHED PRODUCT Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

34. 2. PREMIUMS Is an item of merchandise that is offered at cost at relatively low cost as a bonus to purchasers of a particular product Attract brand switchers and can also be used to trade-up consumers to larger sizes of the product SALES PROMOTION DEVICES TO INCREASE USE OF AN ESTABLISHED PRODUCT Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

35. In-pack premium Free-in-the-mail premium Self-liquidating premium It gives the customer a chance to be entitled to the premium upon reaching minimum purchase requirement plus paying cash to avail the premium offer PREMIUMS CAN BE: Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

36. 3. CONTESTS AND SWEEPTAKES SALES PROMOTION DEVICES TO INCREASE USE OF AN ESTABLISHED PRODUCT Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

37. 3. CONTESTS Is a sales promotion device in which participants compete for a prize or prizes on the basis of the skill in fulfilling a certain requirement, usually analytical or creative SALES PROMOTION DEVICES TO INCREASE USE OF AN ESTABLISHED PRODUCT Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

38. SWEEPSTAKES The participants submit their names, by dropping-in product labels with name, address and signature, t o have them included in drawing of prize winners SALES PROMOTION DEVICES TO INCREASE USE OF AN ESTABLISHED PRODUCT Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

39. 1. TRADING STAMPS SALES PROMOTION DEVICES for retail stores Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

40. TRADING STAMPS Are given for purchases in a particular retail outlet The number and value of stamps that the buyer will receive depends on the value or amount of goods purchased Saves by consumers and redeemed for merchandise premiums SALES PROMOTION DEVICES for retail stores Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

41. 2 . RETAILER COUPONS SALES PROMOTION DEVICES for retail stores Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

42. 2. RETAILER COUPONS Are distributed for products which the retailer carries and not only the manufacturer’s brands Attract consumers to buy specified brands available at the retailer’s outlet SALES PROMOTION DEVICES for retail stores Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

43. 2. RETAILER COUPONS Retailers feel that they get better results with their own coupons rather than the manufacturer’s coupons because consumers are not limited to a particular brand but can use the coupons for any brands that retailer sells SALES PROMOTION DEVICES for retail stores Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

44. 3. RETAIL DISPLAYS Are also known as point-of-purchase (POP) or point-of-sale (POS) SALES PROMOTION DEVICES for retail stores Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

45. Outside signs Window display Counter pieces Display racks KINDS OF RETAIL DISPLAY Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

46. A re large product or location identification pieces used to tell consumers that a retailer handles a brand or line of merchandise Common among sari-sari stores, hardware outlets, appliance dealers and supermarkets OUTSIDE SIGNS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

47. Shows the products the retailer carries, how they are used and the accessories that can be used with them WINDOW DISPLAY Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

48. Are small, simple merchandise display cases placed on top of a retail counter to complete showcases built by manufacturers for retailers COUNTER PIECES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

49. Are designed to hold the merchandise being displayed They may be: Counter racks Side-wall racks End-of-the-counter racks DISPLAY RACKS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

50. 4. DEMONSTRATION Shows how a product works and attempts to make consumers purchase it SALES PROMOTION DEVICES for retail stores Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

51. Deals o r merchandise sales promotion devices Advertising and display allowances Direct stimulants of retailers and retail salesmen SALES PROMOTION DEVICES TO THE TRADE Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

52. aim at convincing retailers and obtaining retail distribution of a product For the retailers to carry merchandise of manufacturers Deals or merchandise sales promotion devices Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

53. CAN BE IN THE FORM OF: Buying allowances Amount deducted from the face of the invoice for the merchandise offered Free goods given to distributors at no cost depending on the amount of ordered goods Deals or merchandise sales promotion devices Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

54. Are trade deals including wholesalers and retailers to promote a product through advertising and display Advertising and display allowances Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

55. FORMS ARE: Merchandise allowances Cooperative advertising Mention the manufacturer’s brand and retail outlet where the brand is available Dealer-listing promotion Announces the names and addresses of retailers who stock the product and who are cooperating in the promotion Advertising and display allowances Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

56. Is intended to push a manufacturer’s product INCLUDES: Push money Sales contests Dealer loaders Wherein premiums are offered to retailers such as gifts given for big orders or display loaders Direct stimulants of retailers and retail salesmen Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

57. PUBLIC RELATIONS

58. Is an activity which evaluates public attitudes identifies the policies and procedures of an organization with the public interest Executes a program of action in order to gain public understanding, acceptance and goodwill PUBLIC RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

59. Referred to public relations activities designed to support marketing objectives MARKETING PUBLIC RELATIONS FUNCTIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

60. Raising awareness Informing and educating Gaining understanding Building trust Giving consumers a reason to buy Motivating consumer acceptance MARKETING OBJECTIVES INCLUDE: Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

61. Building marketplace excitement before media advertising Creating advertising news where there is no product news Providing a value added customer service Defending products at risk and giving consumers reason to purchase APPROACHES TOWARD MARKETING PUBLIC RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

62. Consumer relations Press relations Stockholder relations Community relations Distributor-Dealer relations Supplier relations AREAS OF PUBLIC RELATIONS PROGRAM Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

63. 7. Educational relations 8. Government relations 9. Employee or labor relations 10. Trade and professional association relations 11. Internet-user relations AREAS OF PUBLIC RELATIONS PROGRAM Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

64. The effectiveness of public relations is measured by the consumer acceptance or rejection of the company’s product CONSUMER RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

65. To orient and familiarize consumers on the nature and uses of the company’s products To find out consumers attitudes on the nature and uses of the company’s products To gain goodwill for the company To disseminate consumer education literature on the product use To have an open communication between the company and its consumers CONSUMER RELATIONS OBJECTIVES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

66. This embraces activities more than writing and distribution of press releases It includes: Speech Preparation Press Conferences Press Previews This program aims at seeking editorial cooperation to improve corporate image 2. PRESS RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

67. OBJECTIVES: To assure stockholders interest in the corporation thereby promoting long-term investment To obtain the support and goodwill of the stockholders To create better and favorable relations between the company, its stockholders and the community 3. STOCKHOLDER RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

68. Annual financial reports A nnual meeting Answering stockholder’s letters, calls, complaints and inquiries Main activities of STOCKHOLDER RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

69. OBJECTIVES: Assist and participate in socio-civic and economic programs of the community Promote and support local health programs of the community Contribute to the improvement of the community Participate in sponsor forums, seminars and discussions Provide moral of financial support to local institutions and civic organizations 4. COMMUNITY RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

70. T o stimulate distributors and dealers confidence and loyalty in the company through better knowledge on company, its products and services To aid distributors and dealers in sales training programs To support distributors and dealers in their advertising and sales promotions campaigns 5. DISTIBUTOR-DEALER RELATIONS objectives Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

71. d. To help distributors and dealers understand management policies and practices e. To study ideas, complaints and suggestions which may be presented by distributors and dealers DISTIBUTOR-DEALER RELATIONS objectives Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

72. It will enable the company to obtain privileges such as: Lower prices Good credit terms Speedy deliveries and; Guarantees 6. SUPPLIER RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

73. To establish mutual relations and interest between suppliers and manufacturers To show suppliers how they can develop their methods of production To help suppliers understand company policies and practices To establish the company as a friendly partner in business SUPPLIER RELATIONS OBJECTIVES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

74. Business organizations are dependent on schools for human resources to carry out their functions and in disseminating information to the public 7. EDUCATIONAL RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

75. Literatures Publications Sponsored radio-TV programs Films E xhibits Open house Seminars Lectures TOOLS IN COMMUNICATING WITH EDUCATIONAL INSTITUTIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

76. Teaching Materials Employment of Teachers Students Co-sponsoring S chool Projects Providing Scholarships TOOLS FOR EDUCATIONALL RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

77. STRENGTHENED BY: Taking sides on national issues affecting business Sponsorship of community-centered government programs Extending financial assistance to government projects in the community Implementing government laws 8. Government relations Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

78. E ffective methods of communicating with employees will result to high morale and productivity It is company’s social responsibility to provide employees good working conditions 9. EMPLOYEE OR LABOR RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

79. The trade organizations speak for its members, thus its viewpoint is important towards shaping public opinion 10. TRADE AND PROFESSIONAL ASSOCIATION RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

80. Companies have used the Web to establish relations with various publics and; conduct cause marketing address issues provide information about products and services provide lists of events and activities 11. INTERNET-USER RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

81. The internet offers a more limited opportunity to gain attention due to short exposure times. The internet offers the opportunity to build internal links that provide the media with instant access to additional sources of information on the issue The internet offers the ability to provide much more substantial information DIFFERENCES BETWEEN ACTIVITIES CONDUCTED IN TRADITIONAL MEDIA AND ON THE INTERNET Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

82. Determination of the problem Establishment of objectives CRITERIA IN SETTING OBJECTIVES PR objectives should be directly related to corporate objectives PR objectives should be specific than general PR objectives should be set in the order of importance and time BASIC STEPS IN PUBLIC RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

83. 3 . Planning STEPS IN ORDER TO ACHIEVE OJECTIVES Selecting PR tools to be used, such as television, radio, newspapers, magazines or PR man Establishing PR theme BASIC STEPS IN PUBLIC RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

84. c. Initiating action and activities which would include projects, tactics and timing Projects Are vehicles which PR objectives and goals are reached Tactics Are mechanics of carrying out planned projects Timing Is the crucial difference between success and failure BASIC STEPS IN PUBLIC RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

85. 4. Implementation Putting the program into action using communication as the basic tool 5. Evaluation Measuring effectiveness of PR program using any of the ff tools: Person observation and reaction. Matching objectives and results. BASIC STEPS IN PUBLIC RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

86. Person observation and reaction. Matching objectives and results. The team approach Management by objectives Public opinion and surveys Audits Internal- within firms External- conducted by parties outside the organization MEANS FOR ACCOMPLISHING THE EVALUATION PROCESS (RAYMOND SIMON) Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

87. The basic m easures the actual PR activities undertaken The intermediate measures audience reception and understanding of the message The advanced m easures the perceptual and behavioral changes that result 3 LEVELS OF MEASURES AS OTHER BASES FOR EVALUATION (WALTER LINDENMANN) Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

88. PUBLICITY

89. is the generation of information about person, products or services using the mass media of communication publicity Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

90. PUBLICITY Short-term strategy Not always positive Not always under the control of the organization PUBLIC RELATIONS Extending over a longer period of time Designed to provide positive information about the firm or product Information is usually controlled by the firm or its agent DIFFERENCES BETWEEN PUBLICITY AND PUBLIC RELATIONS

91. Credibility News value Significant word-of-mouth communications Perception of being endorsed by the media Publicity OFFERS THESE ADVANTAGES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

92. Communications message using the mass media to reach the intended audience Group communication done through press conferences One-on-one personal communication using a celebrity entertainer Publicity TECHNIQUES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

93. face-to-face communication between the buyer and seller or the customer and the marketing organization’s representative A partner and not a substitute for other promotional mix elements PERSONAL SELLING Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

94. Provider stage Persuader stage Prospector stage Problem-solver stage Procreator stage 5 stages of PERSONAL SELLING evolution Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

95. ADVERTISING Creating awareness and interest for the product, service or organization PERSONAL SELLING More likely to be used in the later stages, in stimulating trial and getting the order COMBINING PERSONAL SELLING WITH ADVERTISING Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

96. PUBLIC RELATIONS They are more often serving as the firm’s best agent of public relations PERSONAL SELLING Agent or sales representative is much more than just acting as selling products COMBINING PERSONAL SELLING WITH PUBLIC RELATIONS Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

97. Telemarketing department is used to screen leads and after qualifying potential prospect on the basis of need interest, credit ratings and the like- pass them on to the sales force. COMBINING PERSONAL SELLING WITH DIRECT OR TELEMARKETING Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

98. The sales force are used to assist the sales promotion staff in setting up, removing, replacing, presenting, delivering sales pr o motion stuff. Many sales promotion are targeting the sales force itself, in the form of cash bonuses, free trips, gift or premiums to stimulate sales efforts. COMBINING PERSONAL SELLING and sales promotion Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

99. Many marketing organizations feel that the web will be used to fulfill the more mundane tasks of order fulfillment and providing information This in turn will allow the sales force to be more effective in closing o rders, doing close selling and focusing more attention on high-value and/or new customers COMBINING PERSONAL SELLING and THE INTERNET Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

100. Is an activity where a firm or brand is linked to an event where a themed activity is developed for the purpose of creating experiences for consumers at the same time promoting a product or service Concert, fair, sports event and social causes EVENT MARKETING Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

101. Is an integrated marketing communications activity where a firm develops actual support of an event with financial support in return for the right to display a brand name, logo, or advertising message and be identified as a sponsor Often part of the company’s public relations activities EVENT SPONSORSHIP Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

102. PUSH TECHNIQUE Which induces dealers to display or carry a certain line or promote a new product PULL TECHNIQUE Intended to build traffic, advertise the product and promote impulse buying among consumers POINT-OF-PURCHASE (POP) ADVERTISING Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

103. May include: Window displays, counter displays, floor and wall racks to hold the merchandise, streamers and posters NEW APPROACHES Shopping carts, talking packages, video-display terminal located in supermarkets with 15-second commercials Some uses product information center (pic) on their video terminal POINT-OF-PURCHASE (POP) ADVERTISING Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

104. DIRECTORIES Are published each year not only by the telephone companies but also by trade associations, industrial groups and others Serve as locators, buying guides, mailing lists and carry advertising aimed at specialized fields YELLOW PAGES Ads do not create awareness or demand for products or services; rather, once consumers have decided to buy, the Yellow Pages point them where their p urchases can be made DIRECTORIES AND YELLOW PAGES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

105. Wide availability Action orientation Costs Frequency Non-intrusiveness ADVANTAGES OF YELLOW PAGES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

106. Market fragmentation Timeliness Lack of creativity Lead times DISADVANTAGES OF YELLOW PAGES Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

107. THANK YOU AND GOD BLESS!!