Professional Documents
Culture Documents
-A system of marketing by which org communicate directly with target customers to generate
a response (inquiry, purchase, or even a vote). For purpose of soliciting a response by
phone,mail,personal visit or prospect visit.
Growth because of: Credit card, direct marketing syndicates, technology, customer database
DM with Advertising: Usually contain tollfree number, or mailing info, website, refer to retail
outlet.
DM with Personal selling: Telemarketing generate leads, direct mail invite prospective
customers to visit.
Make sure:
Advantages:
1) Selective reach, eliminates waste coverage
2) Segmentation capabilities, segment base of geographic,occupation,demographics
(Prizem,VALS), strategized through database
3) Frequency, easy to build frequency level
4) Flexibility, Creative forms
5) Timing, quick and easy
6) Personalization, personalize message well to the target
7) Costs
8) Measures of effectiveness, easier, as feedback is often immediate and accurate.
Disadvantages:
1) Image factor, junk mail, irritating
2) Mismatch of info, people move,change occupation.
3) Content support, limited mood creationg due to surrounding programe.
4) Rising costs, postal rates, printing (email can help)
5) Ethical perspectives, consumers choose not to receive junk.
Internet/Interactive Marketing
Objectives:
Advantages:
Disadvantages:
A direct inducement that offers an extra value or incentive for the product, creating an immediate
sale.
Advertising, promotional budget and sales promotion should be viewed as complementary tools
to achieve a synergistic effect than that of either promotional mix element alone. To accomplish
this, must coordinate budgets, advertising, promotional themes, media scheduling and timing and
target audiences.
Sales promotion abuse can result when marketers become too dependent on the use of SP
techniques and sacrifice long-term brand position and image for short-term sales purpose.
Sales promotion traps occurred when competitors use promotions extensively and becomes
difficult for firm to cut back without risking a loss in sales. Overuse of sales promotion will
lower profit margins and threaten image and even the viability of brand.
Public Relations
The management function which evaluates public attitudes, identifies the policies and procedures
of an organization with the public interest, and executes a program of action to earn public
understanding and acceptance.
Target audiences: Internal audiences, external audiences, the media, community members,
educators, governments, financial groups.
Advantages:
Disadvantages:
Publicity, a subset of PR. Refers to the generation of news about a person, product, or service
that appears in broadcast or print media. It is a short term strategy comparing to PR. PR is
designed to provide positive info, but publicity is not alwas positive and is not always under
control of the company.
Personal Selling
Advantages:
Disadvantages:
1) Inconsistent message, if not standardized with company marketing effort (do training)
2) Sales force and management conflict, failure to communicate, politics, wages.
3) High cost, personal selling involves training, sales call,lesser target
4) Poor reach, cannot reach as many members as other promotional elements
5) Ethical issues
PS and Advertising: Complementary relationship. Ads are effective in creating awareness and
drawing interest, personal selling is more likely in stimulating trial and getting the order.
PS and PR: PS agent is often the best source of public relations as they represent the firm and its
prodicts.
PS and DM: DM will screen leads and qualify potential buyers will be pass to the sales force.
Higher percentage of sales closing and less wasted time for the sales force.
PS and SP: SP are designed to support sales force in order to have faster sales close.
Evaluation:
Radio
Advantages
1) Cost and Efficiency
2) Receptivity (personally relevant)
3) Selectivity
4) Flexibility (short lead time for change and adjustment)
5) Mental imagery (Image transfer)
6) Integrated marketing opportunities
Disadvantages
1) Creative (absence of visual)
2) Fragmentation
3) Limited research data compared to TV
4) Competition from digital media
5) Clutter
Magazine
Advantages
1) Selectivity (most selective except direct mail)
2) Reproduction quality ( colour,high quality)
3) Creative flexibility (style, gatefolds, bleedpages, inserts)
4) Permanence (Long life span)
5) Receptivity and engagement
6) Prestige (favourable publication)
Disadvantages
1) Costs
2) Limited reach and frequency (compare to Tv)
3) Long lead time
4) Clutter and ompetition
Newspaper
Advantages
1) Extensive penetration
2) Flexibility in terms (short lead time)
3) Geographic selectivity
4) Reader involvement and acceptance
5) Service offered (merchandise)
Disadvantages
1) Poor reproduction (absence of color and quality)
2) Short life span
3) Lack of selectivity
4) Clutter