...CHAPTER 16 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS |I. |LOOKING AHEAD: PREVIEWING THE CONCEPTS | | | | | | | |II. |ADVERTISING | | | | | | | |A. |Setting Advertising Objectives | | | | | | | |1. |Informative advertising | |2. |Persuasive advertising ...
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...customers in Solebo Estate in Lagos. The researcher adopted the simple percentage and regression model for the analysis of the collected data.. The result of the findings revealed that strategic promotional mix influences the sale turnover with little 25% while other variable not included in the variable tested takes the larger 75% that will rapidly lead to organisation growth. Since promotional mix constitute few % of variable that can push an organisation to the highest level, therefore other factors of marketing mix such as product development, effective pricing, distribution of right quality and quantity to the consumers should be appropriately considered. Key words: Strategic promotional mix, marketing mix, regression model, push and pull strategy. It is not enough for a business to have good products sold at attractive prices. To generate sales and profits, the benefits of products...
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...15 talks about the role of promotion in the marketing mix, the elements of the promotional mix, the communication process. The communication process has several steps, the goals and tasks of promotion, the AIDA concept and its relationship to the promotional mix, the factors that affect the promotional mix and the concept of integrated marketing communications. First, the role of promotion in the marketing mix. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional strategy is the plan for using the elements of promotion-advertising, public relations, sales promotion, and personal selling-to meet the firm's overall objectives and marketing goals. Based on these objectives, the elements of the promotional strategy become a coordinated promotion plan. The promotion plan then becomes an integral part of the total marketing strategy for reaching the target market along with product, distribution, and price. Second, the elements of the promotional mix. The elements of the promotional mix include advertising, public relations, sales promotion, and personal selling. Advertising is a form of impersonal, one-way mass communication paid for by the source. Public relations is the function of promotion concerned with a firm's public image. Firms can't buy good publicity, but they can take steps to create a positive company image. Sales promotion is typically used to back...
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...Communications Strategy Multiple Choice Questions 1. The communication tools a company uses to pursue its advertising and marketing objectives is often referred to as the company’s ________. a. direct marketing b. target marketing c. promotion mix d. marketing mix 2. Companies often make use of short-term incentives to encourage the purchase or sale of a product or service called ________. a. direct marketing b. sales promotions c. personal selling d. public relations 3. When most people think of marketing, they think first of the common form of paid, nonpersonal, presentation or promotion of ideas, goods, or services by an identified sponsor that is called ________. a. sales promotion b. advertising c. direct marketing d. personal selling 4. Which of the five major promotion tools includes press releases and special events? a. sales promotion b. personal selling c. direct marketing d. public relations 5. The major promotion tool that includes catalogs, telephone marketing, kiosks, the Internet, and more is called ________. a. sales promotion b. direct marketing c. public relations d. advertising 6. ________ includes point-of-purchase displays, premiums, discounts, coupons, specialty advertising, and demonstration. a. Sales promotion b. Direct marketing c. Public relations ...
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...encompasses more than just these individual elements. The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Effective marketing requires that managers recognize the interdependence of such activities as sales and promotion and how they can be combined to develop a marketing program. The AMA definition recognizes that exchange is a central concept in marketing. For exchange to occur, there must be two or more parties with something of value to one another, a desire and ability to give up that something, to the other party, and a way to communicate with each other. Advertising and promotion play an important role in the exchange process by informing consumers of an organizalion's product or service and convincing them of its ability to satisfy their needs or wants. Not all marketing transactions involve the exchange of money for a tangible product or service. Nonprofit organizations such as charities religious groups, the arts, and colleges and universities (not in the Czech republic yet) receive millions of dollars in donations every year. Charitable organizations often use ads to solicit contributions from the public. Donors generally do not receive any material benefits for their contributions; they donate in exchange for intangible social and psychological satisfactions such as feelings...
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...response Assess why a mix of promotional strategies is important in the marketing of goods and services. Executive Summary Marketing involves a total system of interacting activities designed to plan, price, promote and distribute products to present and potential customers. Promotion is the methods practiced by a business to enlighten, persuade and remind a target market about its products. The importance of promotional strategies is determined by the ability of a businesses marketing mix such as ‘Jenny Craig’ ‘Myer’ ‘Coles’ or ‘David Jones’ to promote their goods and services through a range of strategies such as relationship marketing, personal selling, public relations, publicity, and sales promotion and how they all work together effectively to successfully market its goods and services. Personal Selling Personal selling is where businesses use people as the ‘sales force’ to sell products through face-to-face time with the customer. The sellers, or sales-representatives, promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product. At Myer stores across Australia, they have a team of employees in the cosmetic, perfume and personal care sectors named the ‘Visual Merchandising Team’. Their role is to interact with customers while providing information, assisted service, expert advice and friendly consumer relations in an attempt to make sales and create...
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...Chapter 3 1. The company’s microenvironment -The company -Suppliers -Marketing intermediaries -Competitors -Publics -Customers 2. Publics -Financial publics -Media publics -Government publics -Citizen-action publics -Local publics -General public -Internal publics 3. The company’s macroenvironment -Demographic environment -Economic environment -Natural environment -Political and social environment -Culture environment Chapter4 1. Marketing search process -Defining the problem and research objectives -Developing the research plan for collecting information -Implementing the research plan- collecting and analyzing the data -Interpreting and reporting the findings Chapter5 1. Customer-driven marketing strategy 2. The buyer decision process Need recognition- Information search- Evaluation of alternatives- Purchase decision- Post-purchase behavior 3. Stages in the adoption process Awareness- Interest- Evaluation- Trial- Adoption 4. Types of buying situations Straight rebuy, Modified rebuy, New task, System selling, Buying centre Chapter6 1. Customer driven marketing strategy -Segmentation -Targeting -Differentiation -Positioning 2. Market segmentation -Segmenting consumer markets -Segmenting business markets -Segmenting international markets -Requirements for effective segmentation * -Measurable, Accessible, Substantial, Differentiable, Actionable 3. Market Targeting ...
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...Company profile Colgate –Palmolive is a well-known brand that served more than a billion of people all around the world in different country. This company is founded in 1806 and the founder is known as William Colgate. For now, Colgate is running in a multinational consumer products company that focused on the production, distribution and provision of household, health and personal care products. Meanwhile, the mission and goals of Colgate is by reducing total delivered cost, extending technology resources and developing excellence in purchasing, logistics and sourcing processes to provide Colgate with a significant competitive advantage (Colgate World of Care, 2014). Product Overview Nowadays, Colgate provides oral care, personal care, home care and pet nutrition product under different trusted brands like Colgate, Palmolive, Speed Stick, Protex, Ajax, Axion, GLO, Softlan and Lady Speed Stick. In our opinion, Colgate should come out with a new production line extension for kid’s toothpaste by adding more different flavor. As what we know, nowadays most of the parent will let their kid’s to choice their own toothpaste, so that they will more likely to brush their teeth daily with using their favorite toothpaste. Besides, this new product line extension will also provide Colgate to have a more competitive advantage in the market. Competitor Analysis The major competitor for this new product line extension is Kodomo Lion. This company is the leading company in Malaysia for...
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...year 2016 (Workman, 2013). Finally, the company’s sales objective is to place its product line into 30% of the business in the territory by 2016 (Workman, 2013). Sales planning for Victoria Secrets will be conducted by sales professional hired by the company to do so. The planning will be done upon the completion of the sales research conducted on the market. This is done by developing both the descriptive and supportive sales tactics and strategies that the company will utilize in the market. By carrying out the sales planning, the company adopts a strategy to effectively target, penetrate, and exploit the sales potentials in the marketplace (Holmes, 2012). In essence, the main objective of a sales plan is to devise tactics and strategies to effectively carry out sales activities in the market (Workman, 2013). Sales planning also enable the company to detail its marketing schemes or techniques for attaining the mission as well are preset goals and objectives.The entire budget for sales promotion will be $190,000 per year. Public Relations Victoria’s Secret...
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...Discussion Board: Week 5 Chapter 10 and 18 Questions: Suppose you introduced a new consumer food product and invested both in national advertising (pull strategy) and in training and motivating your field salesforce to sell the product to food stores (push strategy). What kinds of feedback would you receive from both the advertising and your salesforce? How could you increase both the quality and quantity of each? Feedback is gold dust for any business. Quality feedback is the most accurate way to guarantee the market acceptance for your product. Having in mind that we already using advertising and personal selling I think our feedback will point the implementing of public relations, sales promotions and direct marketing. This implementing will help improve quality and quantity to the eye of the consumer: * Advantages of Public Relations Public relations are indirect, unpaid communications through news outlets and other credible sources. This type of marketing communication requires the cooperation of the news media. Consumers are likely to believe public relations messages above all other types of marketing communications. Public relations reach consumers best before they make their purchase. * Advantages of Sales Promotions Sales promotions are discounts such as coupons, sales and giveaways. This type of marketing communication is highly effective at changing consumer response at the time of purchase. Marketers often use this type of communication...
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...The authors explained the strategy of the 4Ps in health care marketing which are product, price, place, and promotion ( Hilsted,& Berkowitz,2013 ). In order to have a successful marketing strategy one must understand clearly the wants and needs of the targeted consumer and not necessarily the wants of the organization. Health care branding and service quality go hand in hand. With the innovation of technology and accessibility of the web many consumers are utilizing the web to assist them in choosing a health care provider and organization. Organizations no longer have full control of information that is being shared to the world about them. Health care organizations can still take advantage of this and brand themselves based on transparency and the promotion of outstanding service and quality. Part of the marketing plan that health care organizations have to understand is that all good things will come to an end. Hilsted,& Berkowitz stated "all products and services have a defined life cycle that often cannot be affected by strategic decisions" (2013). Understanding that the health care organization are not the only driving forces when it comes to strategic marketing, technology, regulatory bodies, national, state laws, politics, demographic changes etc. all can affect marketing plans. Organizations have to revamp themselves and take advantage of the market opportunities in order to stay competitive in the marketplace. At what point does it become clear to a health care organization...
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...Evaluate the promotional strategies used by Boost to encourage sales Boost significantly and effectively implement promotional strategies that encourage the sales of the business. It is through relationship marketing, advertising, public relations and sales promotion that contribute towards the success of Boost, encouraging sales allowing the business to grow instead of directing towards a decline. Boost Juice is the largest juice and smoothie bar in the Southern Hemisphere and is in more countries than any other juice bar in the world. Being a part of the wellness category, Boost emphasizes on the healthier and fresh alternatives of its products, of which targets a large audience. Through mass-marketing advertisement Boost significantly promote the different types of smoothies that attract this wide range of consumers and promote the healthy message of the business. Mass Marketing advertising focuses on the Menu of the business; promoting the different healthier options that incorporate a fresh alternative to consumers. Through the use of websites, television ads and print advertisements the Menu of the business is promoted of which portrays nutritional breakdowns of each product, low-fat smoothies, skinny smoothies, energy lift smoothies, and other types that attract this wide range audience of which significantly addresses the needs of its consumers. Mass-marketing advertising also promote the choice a consumer has to create their own juice. This is significantly successful...
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...Qualification | Unit number and title | Pearson BTEC Level 5 HND Diploma in Business(QCF) | UNIT 18:Advertising and Promotion in Business Level 4 | Student name and ID number | Assessor name | | Tatah Amenonyoh | Date issued | Completion date | Submitted on | 18th September 2015 | 13th December 2015 by 5.00pm | | Internal Verifier | Dr George Panagiotou | Assignment title | Westfield-Stratford City | Instructions | * An electronic copy of your assessment must be fully uploaded by the deadline date and time. * You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document. * The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. * Review the mitigating circumstances policy for information relating to extensions. * The file size must not exceed 20MB. * Answer the criteria in order, clearly indicating the pass criteria number. * Ensure that all work has been proof-read and checked prior to submission. * Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified. * Use the Harvard referencing system; otherwise it will be considered as plagiarised work. * Ensure that you back-up your work regularly and apply version control...
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...Chapter 16 Progress Assessment Page 450 1. What are the four traditional elements of the promotion mix? The four traditional promotional tools are advertising, personal selling, public relations, and sales promotion. The product itself can also be a promotional tool. Advertising is paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message. Next comes personal selling which is face-to-face presentation and promotion of goods and services. It also involves the search for new prospects and follow-up service after the sale. Effective selling isn’t simply a matter of persuading others to buy. Personal selling also involves prospecting which involves researching potential buyers, qualifying which makes sure these people have a need for your product; these are only some of the steps in the process. Sales and promotion, which can be done in a variety of ways. When a business has a sales promotion they usually price products cheaper than normal or at a loss to get awareness of the product out. Public Relations are the management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance. 2. What are the three most important advertising media in order of dollars spent? Advertising expenditure by media in terms of billions of dollars is as follows: Direct...
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...Marketing Strategy Template Research Tempess Barnett, Jennifer Bautch, Laura Bentem, Shana Estabrooks, Kenisha Sulker HCS/490- Health Care Consumer Trends & Marketing April 18, 2016 Dan Crawley Marketing Strategy Template Research Introduction (Tempess) Marketing & Communication Strategy Templates SWOT analysis is a situational assessment that can be used for marketing strategies for a business. SWOT analysis is the breakdown of the Strengths, Weaknesses, Opportunities and Threats for the business; they are able to utilize this breakdown to their benefit for marketing purposes. Another marketing strategy is Differential Advantage. Differential Advantage is a marketing strategy where an organization focuses on and promotes the benefits or expertise of their organization that other organizations do not have and consumers seek (Berkowitz, 2011). Communication strategies must be used in marketing as well. Integrated Marketing Communications (IMC) is a communication strategy that helps shift marketing solely from advertising to multi-media advertisement and consumer promotion for a strategic implementation of their brand or organization while aligning communication and marketing goals (Holm, 2006). Another communication strategy is in Public Relations (PR). Public Relations are the beneficial relationship between an organization and the community it is in. PR can promote the business to the public while also doing analysis of public opinion...
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