INDUSTRIAL MKTG

COMMUNICATIONS
Introduction
Promotion also known as mktg
communication

Very imp element of industrial mktg mix

Aims to make potential buyers favorable
towards firms offering
Communication Mix
Advertising

Sales Promotion

Personal Selling

Public Relations
Functions of Industrial Advertising
The task is complicated because of multiple
buying influence characteristics of many
materials, parts & components
Informing
Identifying new customers
Supporting salesmen
Preparing prospective customers
Reaching personnel inaccessible to salesmen
Overcoming prejudice
Keeping customers reminded

Functions of Industrial Advertising
Supplementing & reinforcing personal selling
Reaching customers left out by salesman
Motivating middlemen
Generating primary demand

Functions of Industrial Advertising
Major decisions in industrial mktg
communications
Identifying the target audience
Determining communication objectives
Determining the message
Budget decisions
Communication mix decisions

Trade Fairs & Exhibitions
Bring potential buyers & seller in contact &
imparting info abt relevant development

Trade Fairs Target directed

Purpose of selling goods or demonstrating new
ideas & techniques
Exhibitions not specifically for trade but for
public
Fairs of 2 types

General Fairs (Horizontal Fairs)

Special Fairs (Vertical Fairs or Solo Fairs)


Trade Fairs & Exhibitions
General Fair:
Goods displayed cover many different fields

Specialized Fair:
Concentrates on pdts of a particular industry
or group of industry
Trade Fairs & Exhibitions
If pdt has specific buyer technical in nature specific
fair better choice

Many prefer specialized fair why??

not open to general public

People coming have knowledge & interests
Trade Fairs & Exhibitions
Advantages of Trade Fairs
Broader communication international
Convenient 1 stop
Direct interaction & Feedback
Opportunity to know developments & industry trends
Helps gathering competitive information
Generates business inquiries
Categories of trade fair/exhibition visitors
Nuisance
Curious to show an interest but not potential
customers

Demonstrate genuine interest