Haagen-Dazs ice-cream project
viena1992
chapter_12.pptxCommunicating
Customer Value:
Advertising and Public Relations
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MARKETING AN INTRODUCTION
Armstrong/Kotler
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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The Promotion Mix
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Notes to Accompany Slide:
A company’s total promotion mix—also called its marketing communications mix—consists of the specific blend of tools that the company uses to persuasively communicate customer value and build customer relationships. This slide provides a brief description of these major tools.
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Advertising
Paid
Nonpersonal
Sales promotion
Short-term incentives
Personal selling
Personal presentation
Purpose is to make sale and build relationships
Public relations
Build good relations with publics
Publicity and corporate image management
Direct marketing
Direct connections with consumers
Purpose is to obtain immediate response and build relationships
Integrated Marketing Communications
The communications model is shifting from broadcasting to narrowcasting
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Customers are changing
Marketing strategies are changing
Shaping the Overall Promotion Mix Nature of Each Promotion Tool
Advertising
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Positives
Reaches geographically dispersed buyers
Negatives
Low cost per exposure
Enables repeat messages
Very expressive tool
Impersonal
Not directly persuasive
One-way communication
Costly
Promotion Mix Strategies
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Public Relations
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Public Relations Functions
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Press relations or press agency
Product publicity
Public affairs
Lobbying
Investor relations
Development
Major Public Relations Tools
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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News
Speeches
Special events
Written materials
Audiovisual materials
Public service
Buzz marketing
Corporate web sites
