It deals with sales promotion and various other types of marketing tools

3. Definition
Sales promotion is a key ingredient in
marketing campaigns, consists of a
collection of incentive tools, mostly short
term, designed to stimulate quicker or
greater purchase of particular products or
services by consumers or the trade.

4. Cont…
Advertisement offers a reason to buy
where as sales promotion offers a
incentive to buy.
Sales promotion includes tools for
consumer promotion: samples, coupons,
cash refund offers, prices off, premiums,
prizes, free trials, warranties.

5. Objectives
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To identify target market or life style
To Increase consumer inventory and
consumption
To encourage repurchase
To increase awareness of product
It increases sales of complementary
products
Stimulate impulse purchasing
Allow flexible pricing

6. Techniques
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Samples
Coupons
Cash refund offers
Price packs
Prizes
Free trials
Product warranties
Cross-Promotion

7. Creating a brand
experience:
Coca-Cola in
Las Veges, with
a 100-foot
lighted coke
bottle as part of
the front of the
building.

9. Definition
Direct marketing is the use of
consumer-direct channels to reach and
deliver goods and services to customers
without using market middlemen.
These channels includes direct mail,
catalogs, telemarketing, interactive TV,
Web sites and mobile devices.

11. Direct Marketing Channels
Direct mail
Catalogs
Telemarketing
Other direct response

12. Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success

13. Types of Telemarketing
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Telesales
Telecoverage
Teleprospecting
Customer service
and technical
support

14. Other Media for Direct Response
• Television
• Direct Response
Advertising
• At-home shopping
channels
• Videotext

15. Benefits of Direct Marketing
• Personal relationship with customers.
• Benefit to customer – Home shopping
(via internet).
• It makes offers and strategy less visible
to competitors.
• It can measure response to companies
campaigns.

17. Definition
Interactive Marketing refers to the evolving
trend in marketing whereby marketing has
moved from a transaction-based effort to a
conversation.

18. Cont…
According to John Deighton, interactive marketing
features “the ability to address an individual and the
ability to gather and remember the response of that
individual” leading to “the ability to address the
individual once more in a way that takes into
account his or her unique response”

19. Cont…
• Interactive marketing is not synonymous
with
online
marketing,
although
interactive marketing processes are
facilitated by internet technology.
• Amazon.com is an excellent example of the
use of interactive marketing, as customers
record their preferences and are shown
book selections that match not only their
preferences but recent purchases.

21. Methods of Interactive marketing
• Interactive communication.
• Loyal customer programmes.
• After marketing activities.

22. Online Promotional Opportunities
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Websites
Microsites
Search ads
Display ads
Interstitials
Internet-specific ads
and videos
• Sponsorships
• Alliances and affiliate
programs
• Online communities
• Email
• Mobile marketing

24. Definition
Words of mouth marketing is also called words of
mouth advertisement, is an unpaid form of
promotion- oral or written. On which satisfied
customers tell other people how much they like a
business, product, service or event.
Marketing Buzz or simply Buzz is a term used in itthe interaction of customers and users of a product
or service serve to amplify the original marketing
message.

25. How to Start Buzz
• Identify influential individuals and companies and
devote extra effort to them
• Supply key people with product samples
• Work through community influentials
• Develop word-of-mouth referral channels to build
business
• Provide compelling information that customers
want to pass along