Download VTU (Visvesvaraya Technological University) MBA 4th Semester (Fourth Semester) 16MBAMM402-Integrated Marketing Communication IMC Module 5 Important Lecture Notes (MBA Study Material Notes)
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
Implementing PR program/PR
Strategies
? Press release
? Press conference
? Interviews
? Community involvement
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
Implementing PR program/PR
Strategies
? Press release
? Press conference
? Interviews
? Community involvement
PUBLICITY
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
Implementing PR program/PR
Strategies
? Press release
? Press conference
? Interviews
? Community involvement
PUBLICITY
Publicity
? Non personal promotion of demand for
products by obtaining publicity through
news in media like TV, Radio,
Newspaper and Magazines
? This form of promotion is not paid for
by the sponsor.
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
Implementing PR program/PR
Strategies
? Press release
? Press conference
? Interviews
? Community involvement
PUBLICITY
Publicity
? Non personal promotion of demand for
products by obtaining publicity through
news in media like TV, Radio,
Newspaper and Magazines
? This form of promotion is not paid for
by the sponsor.
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.
Publicity
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
Implementing PR program/PR
Strategies
? Press release
? Press conference
? Interviews
? Community involvement
PUBLICITY
Publicity
? Non personal promotion of demand for
products by obtaining publicity through
news in media like TV, Radio,
Newspaper and Magazines
? This form of promotion is not paid for
by the sponsor.
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.
Publicity
GOALS OF PUBLICITY
? Stimulate business activity
? Draw favorable attention
? Reach target audience
? Increase awareness
? Reveal innovativeness
? Minimise total promotion costs
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
Implementing PR program/PR
Strategies
? Press release
? Press conference
? Interviews
? Community involvement
PUBLICITY
Publicity
? Non personal promotion of demand for
products by obtaining publicity through
news in media like TV, Radio,
Newspaper and Magazines
? This form of promotion is not paid for
by the sponsor.
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.
Publicity
GOALS OF PUBLICITY
? Stimulate business activity
? Draw favorable attention
? Reach target audience
? Increase awareness
? Reveal innovativeness
? Minimise total promotion costs
CORPORATE ADVERTISING
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
Implementing PR program/PR
Strategies
? Press release
? Press conference
? Interviews
? Community involvement
PUBLICITY
Publicity
? Non personal promotion of demand for
products by obtaining publicity through
news in media like TV, Radio,
Newspaper and Magazines
? This form of promotion is not paid for
by the sponsor.
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.
Publicity
GOALS OF PUBLICITY
? Stimulate business activity
? Draw favorable attention
? Reach target audience
? Increase awareness
? Reveal innovativeness
? Minimise total promotion costs
CORPORATE ADVERTISING
? 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, by
enhancing its image, assuming a position on a social issue
or cause, or seeking direct involvement in something.
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
Implementing PR program/PR
Strategies
? Press release
? Press conference
? Interviews
? Community involvement
PUBLICITY
Publicity
? Non personal promotion of demand for
products by obtaining publicity through
news in media like TV, Radio,
Newspaper and Magazines
? This form of promotion is not paid for
by the sponsor.
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.
Publicity
GOALS OF PUBLICITY
? Stimulate business activity
? Draw favorable attention
? Reach target audience
? Increase awareness
? Reveal innovativeness
? Minimise total promotion costs
CORPORATE ADVERTISING
? 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, by
enhancing its image, assuming a position on a social issue
or cause, or seeking direct involvement in something.
TYPES OF CORPORATE
ADVERTISING
1) Public relations advertising
2) Institutional advertising
3) Corporate identity advertising
4) Recruitment advertising
5) Cause related advertising
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
Implementing PR program/PR
Strategies
? Press release
? Press conference
? Interviews
? Community involvement
PUBLICITY
Publicity
? Non personal promotion of demand for
products by obtaining publicity through
news in media like TV, Radio,
Newspaper and Magazines
? This form of promotion is not paid for
by the sponsor.
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.
Publicity
GOALS OF PUBLICITY
? Stimulate business activity
? Draw favorable attention
? Reach target audience
? Increase awareness
? Reveal innovativeness
? Minimise total promotion costs
CORPORATE ADVERTISING
? 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, by
enhancing its image, assuming a position on a social issue
or cause, or seeking direct involvement in something.
TYPES OF CORPORATE
ADVERTISING
1) Public relations advertising
2) Institutional advertising
3) Corporate identity advertising
4) Recruitment advertising
5) Cause related advertising
BENEFITS AND LIMITATIONS OF
CORPORATE ADVERTISING
BENEFITS
? Excellent vehicle
? Takes advantage
? Reaches a selected
target market
LIMITATIONS
? 1. Consumers are not
interested in this form of
advertising.
? 2. It's a costly form of
self-indulgence.
? 3. The firm must be in
trouble.
? 4.Corporate advertising
is a waste of money.
FirstRanker.com - FirstRanker's Choice
MODULE 5
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATION/PUBLICITY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
Direct Marketing Defined
Radio
Direct Selling
Magazine and Newspaper
Direct Mail
Telemarketing
TV Selling
Direct communication with carefully targeted individual
consumers on a one-to-one basis to obtain an immediate
response and cultivate lasting customer relationships.
Direct-Marketing Media/Strategies
Home shopping
Infomercials
Teleshopping
Print, catalogs Kiosk marketing
Direct response
Telemarketing
Direct Mail
? 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.
DIRECT MAIL MARKETING
Porsche Targets Prospects with Direct Mail
TELEMARKETING
Telephone calling by the marketer or marketer?s agent to
individual prospects, seeking purchase, subscription,
membership, or participation by the call recipient.
? voicemail marketing presented a cost
effective means by which to reach people
with the warmth of a human voice.
VOICE MAIL MARKETING
? Couponing is used in print media to elicit a
response from the reader.
? An example is a coupon which the reader
cuts out and presents to a super-store check
-out counter to avail of a discount.
COUPONING
? 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 SELLING
? Direct response print ads in magazines
must make a definite offer or request that
asks the reader to do something.
DIRECT RESPONSE MARKETING
? Some companies design ?customer-order-
placing machines?called kiosks (in contrast
to vending machines, which dispense
actual products) and placed them in stores,
airports and other locations
KIOSK MARKETING
Direct Marketing Advantages
Selective reach
Segmentation capabilities
Frequency potential
Flexibility
Timing
Personalization
Costs
Measures of effectiveness
Direct Marketing Disadvantages
Image
factors
Accuracy
Content
support
Rising
costs
Do Not
Contact lists
SALES PROMOTION
MEANING
? Short-term incentives to encourage the
purchase or sale of a product or service.
SALES PROMOTION INCLUDES
? 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
PROMOTION MIX STRATEGIES
? Push Strategy
? Pull Strategy
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 product
provide incentives to retailers to carry the item ?? free case of drinks
with each 2 cases it buys??
run contests for salespeople to win prizes for selling the product
customer
Pulling through the promotion channel
Producer - personal selling 2 wholesaler retailer customer
Promotion techniques used
run TV commercials so customers directly learn about the product - then
they go to the store and ask for it, or call around to find out where it is sold
give free samples to potential customers
PR
PUBLICITY
AND
CORPORATE ADVERTISING
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.
Publics defined
The Role of Public Relations
Evaluates
public
attitudes
Identifies
issues of public
concern
Executes
programs
to gain public
acceptance
Marketing Public Relations
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 a
customer reason to buy.
OTHER FUNCTIONS
?Media representation
?Crisis communication
?Content development
?Stake holder relations
?Social media management
Implementing PR program/PR
Strategies
? Press release
? Press conference
? Interviews
? Community involvement
PUBLICITY
Publicity
? Non personal promotion of demand for
products by obtaining publicity through
news in media like TV, Radio,
Newspaper and Magazines
? This form of promotion is not paid for
by the sponsor.
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.
Publicity
GOALS OF PUBLICITY
? Stimulate business activity
? Draw favorable attention
? Reach target audience
? Increase awareness
? Reveal innovativeness
? Minimise total promotion costs
CORPORATE ADVERTISING
? 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, by
enhancing its image, assuming a position on a social issue
or cause, or seeking direct involvement in something.
TYPES OF CORPORATE
ADVERTISING
1) Public relations advertising
2) Institutional advertising
3) Corporate identity advertising
4) Recruitment advertising
5) Cause related advertising
BENEFITS AND LIMITATIONS OF
CORPORATE ADVERTISING
BENEFITS
? Excellent vehicle
? Takes advantage
? Reaches a selected
target market
LIMITATIONS
? 1. Consumers are not
interested in this form of
advertising.
? 2. It's a costly form of
self-indulgence.
? 3. The firm must be in
trouble.
? 4.Corporate advertising
is a waste of money.
THANK YOU
FirstRanker.com - FirstRanker's Choice
This post was last modified on 18 February 2020