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Promotional elements
communicate with consumers a company can use one or more of 5 promotional alternatives
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5 promotional elements
- customized interaction
- advertising
- personal selling
- public relations
- sales promotion
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mass selling
- used with groups of prospective buyers
- -advertising, sales promotion and public relations use this
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customized interaction
- personal selling uses customer interaction between a seller and a prospective buyer
- -face-to-face, telephone, interactive electronic communication
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advertising
any paid form of no personal communication about an organization, good, service or idea by an identified sponsor
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paid
space for the advertising message normally must be bought, unless it is a PSA (public service announcement)
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non personal
the component of advertising that involves mass media (TV, radio, magazines) which do not have an immediate feedback loop as does personal selling
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mass selling, payment
fees paid for space or time, very efficient but has high costs and difficult to receive feedback
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personal selling
- two-way flow of communication between a buyer and seller designed to influence a person's or group's purchase decision
- -usually face to face communication between sender and receiver
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wasted coverage
communication with customers who aren't in the target audience
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customized, interaction, payment
fees paid to salespeople as either salaries or commissions, immediate feedback, very persuasive, can select audience and give complex information but very expensive and message can vary depending on salespeople
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public relations
form of communication management that seeks to influence the feelings, opinions or beliefs held by customers, prospective customers, stockholders, suppliers, employees and other publics about a company and its products/services
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publicity
non personal, indirectly paid presentation of an organization, good or service- news story, editorial, or product announcement
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indirectly paid
company doesn't pay for space in a mass media but attempts to get medium to run a good story on the company
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mass selling, payment for PR
no direct payments to media
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sales promotion
short-term inducement of value offered to arouse interest in buying a good or service (coupons, rebates, samples, contests) - good for short run
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direct marketing
- uses communication with consumers to generate a response in the form of an order, a request for further information or a visit to a retail outlet (face-to-face, direct mail, catalogs, telephone solicitaitons, online marketing)
- messages can be prepared quickly and facilitates relationship with customer
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