MGT 2306MARKETING MANAGEMENT

Lesson 10

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

CREATIVE ADVERTISING EXAMPLES

√ 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

TYPES OF DIRECT MARKETING

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)