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  • Topic 8 - Promotion - Part 1-1

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    Ngoc Nguyen
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    Topic 8_Promotion_Part 1-1

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    25 views1 page

    Topic 8 - Promotion - Part 1-1

    Uploaded by

    Ngoc Nguyen

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    1.

    Advertising

    PUSH strategy
    Producer => Retailers & Wholesalers => ...
    2. Public Relations B-to-B tend to "push" more
    Tools: Personal selling, trade promotion, etc.
    Promotion Mix
    Strategies PULL strategy
    3. Sales Promotion Producer => Consumers => ...
    Promotion Mix B-to-C tend to "pull" more
    Consumer promotion tools overview
    Trade promotion Tools: Consumer advertising, consumer promotion, etc.
    Salesforce promotion

    1. Identify Target Audience


    4. Direct/Online marketing

    Promotion Mix 2. Determine Communication Objective:


    Topic 8. Marketing
    5. Personal selling (Marketing
    Communication
    Communications PROMOTION Decisions
    Mix)
    3. Design a Message

    Promotion mix = Marketing Personal communication


    communication mix (Marcom): blend of Eg.
    Integrated Marketing Communication (IMC) tools that the company uses to pursue its
    advertising and marketing objectives. 4. Choose Media Non- personal communication
    Steps in developing Eg.
    Marketing
    Communications
    5. Select Message Source
    Eg.

    6. Collect Feedback

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