The Marketing Mix - Communication Mix Flashcards
Sales Promotion
Is a range of tactical marketing techniques designed to add value to a product or service in order to achieve a specific sales and marketing objective.
- Offers buyers additional inducement to buy
- Can be targeted at consumers
- reach new customers
- Reduce distributor risk
Sales promotion Vehicles
Sales promotion can be broken into two major categories, consumer-oriented and trade-oriented. This slide shows the types of activities related to each.
Consumer-Oriented promotion
Consumer-oriented promotions are generally used as part of a push channel strategy
Samples Coupons Premiums Contests/sweepstakes Refunds/rebates Bonus packs Price-off deals Frequency programs Event marketing
Trade-Oriented promotion
trade-oriented promotions are part of a pull strategy.
Contests and dealer incentives Trade allowances Point-of-purchase displays Training programs Trade shows Cooperative advertising
Tools for Trade Sales Promotion
Trade Allowances Co-operative Advertising Training Free Merchandise Store Demonstration Conventions & Trade shows
Personal Selling
- Involves face to face dialogue
- Gives flexibility of message
Immediate feedback gained - Very useful in business-to-business markets
- Very useful when products and services are complex
More important if product has a high value, custom made, few customers
Public Relations
The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public.
Attempts to shape attitudes and opinions
Used to communicate with all stakeholders
Useful in profile strategy
Used in crisis management
Sponsorship
- Defined by Sleight as …
a business relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return some rights and association that may be used for commercial advantage.
Lloyds TSB, reaping benefits of Olympic 2012 - 70% were aware due to it
Direct Marketing
The distribution of information, products or services through any advertising medium that invites individuals to respond directly to the advertiser.
Used to create a personal dialogue with customers and Stakeholders (not through an intermediary)
Widely used
Technology enabled
What is Digital Marketing
The Digital Marketing Institute defines the term as “the use of digital technologies to create an integrated, targeted and measurable communications which help to acquire and retain customers while building deeper relationships with them.”
Communication Strategies
Push Strategy
-Encourages intermediaries to take stock allocate shelf space
Pull strategy
-Encourages customers to pull goods through the performance network
- Driven by massive consumer advertising
e. g. Foster’s Gold
Pull Strategy
Originator or Manufacturer
Wholesaler
Retailer
Customer
Push Strategy
Manufacturer
1) Wholesaler or Distributor
2) Retailer or value-added reseller
Consumer or buyer
Profile Strategy
Focus Organisation, get companies to focus on the organisation
A strategic Balance
Profile/Pull/Push strategy
