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PROMOTIONAL TOOLS

ADVANTAGES & DISADVANTAGES

PROMOTION MIX
CONSISTS OF THE SPECIFIC BLEND OF

ADVERTISING PUBLIC RELATIONS PERSONAL SELLING SALES PROMOTION DIRECT-MARKETING


TOOLS THAT THE COMPANY USES TO PERSUASIVELY COMMUNICATECUSTOMER VALUE AND BUILD CUSTOMER RELATIONSHIPS.

CUSTOMER VALUE IS TRANSLATED THROUGH


INTERGRATED MARKETING COMMUNICATIONS

ADVERTISING:
Advertising is any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor. ADVANTAGES: Can reach masses of geographically dispersed buyers Low cost per exposure Could be repeated several times Consumer view the product as more legitimate Expressive DISADVANTAGES: Impersonal Indirect One way communication Costly High level of clutter

CATAGORIES OF ADVERTISEMENT
THERE ARE THREE DIFFERENT MEANS TO ADVERTISEMENT. PRINT MEDIA BROADCAST MEDIA ONLINE ADVERTISING NEWS PAPER,MAGAZINES,OUTDOOR ADVEVERTISEMENT TELEVISION,RADIO. SOCIAL NETWORKING SITES

NEWSPAPERS
ADVANTAGES Easy to plan Large readership and a high level of reader involvement Advertisers can target certain people The cost is relatively low Ads are timely DISADVANTAGES Limited influence Short existence Not expressive Black and white (although many papers are changing to color format) Difficult to distinguish

TELEVISION
ADVANTAGES Large Coverage Area Can target specific audience The greatest influence Audio and Visual Large repeat exposure Rapid reach potential Possible High entertainment value of ad Short but longlasting DISADVANTAGES: Can be costly to produce and air Time limitations limit message Need for repetition(short ad recall) Clutter Inverse relationship between hours watched and audience income Pre-emptability

RADIO:
ADVANTAGES: Easy to plan and and produce Cheap Different time of broadcasting Can target a specific audience Immediate/timely/multiple exposures Possible high entertainment value of ad Sound reinforcement DISADVANTAGES: Time limitations restrict message Need for repetition Clutter Easy to forget Short ad exposure

Shallow reception Limited range Lack of of images

D I F F E R E N C E

INTERNET
INTERNET ADVANTAGES:
Information available 24/7 Customers access at their convenience Relatively cost effective Targetability Message can be timely Ads can be interactive Ability to coupon Color

INTERNET DISADVANTAGES:
High maintenance necessary Not effective as stand alone strategy Difficult to gauge impact (getting better) Cost of development and maintenance can vary Not everyone has access to internet

SALES PROMOTION
Sales promotion includes discounts, coupons, displays, and demonstrations. ADVANTAGES Price discrimination Effective at achieving a quick boost to sales Encourages customers to trial a product or switch brands Create Urgency DISADVANTAGES PRICE SENSITIVITY Short-term EFFECTS Customers may come to expect or anticipate further promotions Quality image may become tarnished: May damage brand image Do not bulid long term relationships with customer

PERSONAL SELLING
selling includes sales presentations, trade shows, and incentive programs

ADVANTAGES:
Personal communication Most effective in building preferences and convictions Long term relationships Interactive Specified according to the customer Adjusted according to the customer response Greater attention paid Creates response

DISADVANTAGES:
Reach is limited One consumer per sales person is entertained. A large sales force required. Requires more commitment than advertisement does. Could be intrusive. Time consuming

ICON IN DIFFERENT COUNTRIES FOR THEIR GREATER PRODUCT USUAGE

DIRECT MARKETING
Direct marketing includes catalogs, telephone marketing, kiosks, the Internet, mobile marketing,and more

ADVANTAGES: Builds one-to-one customer relationships Control Customized /targeted Quick to plan Selectivity Greater impact DISADVANTAGES: High cost per exposure Intrusive Clutter Saturation among audience Junk mail

SALES HAVE INCREASED SINCE ITS INCEPTION ABOUT 25 TIMES

PUBLIC RELATIONS
Public relations (PR) includes press releases, sponsorships, special events, and Web pages. ADVANTAGES: Credibility More realistic Ability to reach specific groups Building corporate image Lead Generation Lower costs than advertisement DISADVANTAGES: Lack of control

BETTER CORPORATE IMAGE AND RISE IN SALES