Sales promotion marketing activities that stimulate

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Sales Promotion - Marketing activities that stimulate consumer purchasing and dealer effectiveness Broad category: coupons, contests, samples Trade promotion - Sales promotion geared to marketing intermediaries Usually regarded as the other most important form of non-personal selling Approx 2/3s of marketing dollars spent on non-personal selling are allocated to trade and consumer sales promotions Direct Marketing- Use of direct communication to a consumer or business recipient designed to generate a response in the form of: An order A request for further information A visit to a place of business to purchase specific goods or services Direct marketing ≠ direct mail à direct marketing includes a number of media formats (e.g., phone, TV, radio, print) Public Relations - Firm’s communications and relationships with its various publics (i.e., customers, suppliers, stockholders, employees, the government, and the general public) Guerrilla Marketing- Unconventional, innovative, and low-cost techniques to attract consumers’ attention Optimal Promotional Mix Marketers create a promotional mix by blending advertising, personal selling, sales promotion, and public relations Several factors can influence the effectiveness of promotional mix o Nature of the Market & Product, Stage in the Product Cycle, & Price 3. Role of sponsorships & direct marketing in integrated marketing communications. Organizations provide money or in-kind resources to an event or activity in exchange for a direct association with that event or activity
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Sponsor purchases: o Access to the event’s audience & image associated with the activity 4. Discuss the factors that influence the effectiveness of a promotional mix Nature of the Market Market’s target audience Personal selling can be highly effective if the market has: Limited # of Buyers Geographic Concentration Type of Customer Nature of the Product Complexity Highly standardized products with minimal servicing requirements depend less on personal selling Consumer product rely more on advertising than business products Personal selling is important for shopping products Personal and nonpersonal selling are important in the promotion of specialty items Service Requirements Type of Goods & Services Use of trade-ins Stage in the Product Lifecycle Introduction - Nonpersonal and personal selling Growth and maturity - Advertising and personal selling Maturity and early - Reduction in advertising and sales promotion Price Advertising dominates for low-unit-value products Personal selling involves high per-contact costs A real barrier in implementing any promotional strategy is the size of the promotional budget Funds Available for Promotion 5. Contrast pushing and pulling strategies.
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