Fundamentals of Online Promotion
Jan 18, 2018
Fundamentals of Online Promotion
Personal Selling Personal Interaction, Relationship
Building, Most Expensive Promo Tool
SalesPromotion
Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived
PublicRelations
Very Believable, Dramatize a Company or Product, Underutilized
DirectMarketing
Nonpublic, Immediate, Customized, Interactive
Advertising Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive
Setting the Promotion Mix
Major Advertising Media Types
NewspapersTelevisionDirect mailRadioMagazinesOutdoorInternet
Major Consumer Sales Promotion ToolsSample - Trial amount of a product
Coupons - Savings when purchasing specified products
Cash Refund - Refund of part of the purchase price
Patronage Rewards - Cash or other rewards for the use of a certain product
Sweepstakes - Consumers submit their names for a drawing
Major Consumer Sales Promotion Tools
Premiums - Goods offered free or low cost as an incentive to buy a product
Advertising Specialties - Articles imprinted with an advertiser’s name given as gifts
Contests - Consumers submit an entry to be judged
Game - Presents consumers with something every time they buy
Major Consumer Sales Promotion
Tools
NewsSpeeches
Special
Events
Written Material
sAudiovisual
Materials
Web Site
Corporate
Identity Material
s
Public Service Activitie
s
Major Public Relations Tools