MODULE 5
DIRECT MARKETING
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SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
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MITE, Moodabidri
Direct Marketing Defined
Direct communication with carefully targeted individual consumers on a one-to-one basis to obtain an immediate response and cultivate lasting customer relationships.
Radio
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Direct Selling
Telemarketing
TV Selling
Direct M
Magazine and Newspaper
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Direct-Marketing Media/Strategies
Infomercials
Telemarketing
Print, catalogs
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Kiosk mark
Teleshopping
Direct resp
Home shopping
Direct Mail
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DIRECT MAIL MARKETING
- Direct Mail Marketing may have passed telemarketing in frequency at this point.
- A major concern is spam. It is also known as viral marketing because of its wide reach.
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Porsche Targets Prospects with Direct Mail
PORSCHE
The Art of Escape
TELEMARKETING
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Telephone calling by the marketer or marketer's agent to individual prospects, seeking purchase, subscription membership, or participation by the call recipient.
VOICE MAIL MARKETING
- voicemail marketing presented a cost effective means by which to reach people with the warmth of a human voice.
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COUPONING
- Couponing is used in print media to encourage response from the reader.
- An example is a coupon which the reader cuts out and presents to a super-store -out counter to avail of a discount.
DIRECT SELLING
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- Direct selling is the sale of products by face-to-face contact with the customer, either by having salespeople approach potential customers in person, through indirect means such as Tupperware parties.
- Example: amway, avon, oriflame
DIRECT RESPONSE MARKETING
- Direct response print ads in magazines must make a definite offer or request asks the reader to do something.
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KIOSK MARKETING
- Some companies design "customer-oriented placing machines" called kiosks (in contrast to vending machines, which dispense actual products) and placed them in stores, airports and other locations
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EXAMPLES
- An ATM is an example of a sophisticated interactive kiosk with high security.
Direct Marketing Advantages
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Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
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Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
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Image factors
Do Not Contact lists
Accuracy
Content support
Rising costs
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SALES PROMOTION
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MEANING
- Short-term incentives to encourage the purchase or sale of a product or service
SALES PROMOTION INCLUDES
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- Consumer Promotion:
- - Free samples
- - Bonded Offer (two for the price of one)
- - Coupons
- - Free gifts, contests.
- Dealer or Trade Promotion:
- - Buyer allowance
- - Display and advertising allowance
- - Premiums
- Sales Force Promotion:
- - Contest among the sales force
- - Incentive bonus
- - Sales meeting, salesman's conventions and conferences
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PROMOTION MIX STRATEGIES
- Push Strategy
- Pull Strategy
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Pushing through the promotion channel
Producer - personal selling 2 wholesaler retailer
Promotion techniques used
run ads in trade magazines to make wholesalers aware of the
provide incentives to retailers to carry the item "... free case with each 2 cases it buys..."
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run contests for salespeople to win prizes for selling the pro
Pulling through the promotion channel
Producer personal selling 2 wholesaler retailer cu
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Promotion techniques used
run TV commercials so customers directly learn about the product they go to the store and ask for it, or call around to find out wh
give free samples to potential customers
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PR
PUBLICITY
AND
CORPORATE ADVERTISING
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Public Relations
- Building good relations with the company's various publics by obtaining favorable publicity, building up a good "corporate image" and handling or avoiding unfavorable rumors, stories, and events.
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Publics defined
Commercial
• Customers
• Suppliers
• Competitors
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Authority
• Central/local government
• Trade associations
• Regulatory bodies
General
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• General public
• Community
• Pressure groups
Publics
Internal
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• Employees
• Trade unions
Financial
• Shareholders
• Investors
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• Bankers
The media
• Television/radio
• National/local press
• Trade press
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The Role of Public Relation
Evaluates public attitudes
Identifies issues of public concern
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Executes programs to gain public acceptance
Marketing Public Relation Functions(MPR)
- Building market place excitement before media advertising breaks.
- Advertising news where there are no product news.
- Providing a value added customer service
- Building brand to customer bonds.
- Influencing the influential.
- Defending product at risk and giving customer reason to buy.
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OTHER FUNCTIONS
Media representation
? Crisis communication
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? Content development
Stake holder relations
Social media management
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Implementing PR program Strategies
- Press release
- Press conference
- Interviews
- Community involvement
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PUBLICITY
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Publicity
- Non personal promotion of demand products by obtaining publicity through news in media like TV, Radio, Newspaper and Magazines
- This form of promotion is not paid by the sponsor.
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Publicity
The generation of awareness about a product beyond regular advertising methods.
Usually less costly than advertising because sometimes the message is spread for free by a newspaper article or TV story.
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GOALS OF PUBLICITY
- Stimulate business activity
- Draw favorable attention
- Reach target audience
- Increase awareness
- Reveal innovativeness
- Minimise total promotion costs
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CORPORATE ADVERTISING
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- Actually an extension of the public relations function /corporate advertising does not promote any one specific product or service.
- Rather, it is designed to promote the firm overall, enhancing its image, assuming a position on a social or cause, or seeking direct involvement in something
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TYPES OF CORPORATE ADVERTISING
1) Public relations advertising
2) Institutional advertising
3) Corporate identity advertising
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4) Recruitment advertising
5) Cause related advertising
BENEFITS AND LIMITATIONS CORPORATE ADVERTISING
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BENEFITS
LIMITATIONS
Excellent vehicle
• 1. Consumers are interested in this form of advertising.
Takes advantage
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Reaches a selected target market
• 2. It's a costly form of self-indulgence.
• 3. The firm must be in trouble.
• 4.Corporate advertising is a waste of money
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THANK YOU
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