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Fourdistinctive characteristics nonpublic immediate

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Unformatted text preview: r Makes use of a variety of formats: premiums, coupons, contests, etc. Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales Stimulates quick response Short­lived Not effective at building long­ term brand preferences 15 ­ 22 Setting the Promotional Budget and Mix • Advertising Promotion Tools • • • • • Highly credible Many forms: news stories, news features, events and sponsorships, etc. Reaches many prospects missed via other forms of promotion Dramatizes company or benefits Often the most underused element in the promotional mix 15 ­ 23 • Personal Selling • Sales Promotion • Public Relations • Direct Marketing Setting the Promotional Budget and Mix • Advertising Promotion Tools • Personal Selling • Sales Promotion • Public Relations • Direct Marketing • Many forms: Telephone marketing, direct mail, online marketing, etc. • Four distinctive characteristics: Nonpublic Immediate Customized Interactive • Well­suited to highly targeted marketing efforts 15 ­ 24 Setting the Promotional Budget and Mix • Promotion Mix Strategies Push strategy: trade promotions and personal selling efforts push the product through the distribution channels. Pull strategy: producers u...
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