Internet Marketing M. Ali Nawaz Adil Web Marketing Consultant .
Basic Marketing Ali
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Transcript of Basic Marketing Ali
8/8/2019 Basic Marketing Ali
http://slidepdf.com/reader/full/basic-marketing-ali 1/11
ADVERTISING
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Definition
The Marketing
Communications
Mix The specific mix
of advertising, personal
selling, sales promotion, and
public relations a companyuses to pursue its
advertising and marketing
objectives.
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Integrated Marketing Communications*
Company Carefully Integrates and Coordinates Its Many
Communication Channels to Deliver a Clear, Consistent,
Compelling Message.
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Message
AdvertisingSales Promotion
Events and
Experiences
Public Relations
And
Publicity
Direct Marketing
Personal Selling
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COMMON COMMUNICATION PLATFORMS
Advertising:
Print and broadcast ads
Packaging outer
Packaging inserts
Motion PicturesBrochures and Booklets
Posters and Leaflets
Directories
Reprints of ads
Billboards
Display signsPoint-of-purchase displays
Audiovisual material
Symbols and logos
Videotapes
Sales Promotion
Contests,games,sweepstakes,
lotteries.
Premiums and Gifts
SamplingFairs and trade shows
Exhibits
Demonstrations
Coupons
Rebates
Low-Interest financingEntertainment
Trade-in-allowances
Continuity programs
Tie-ins
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COMMON COMMUNICATION PLATFORMS
Events/Experiences:
Sports
Entertainment
Festivals
ArtsFactory tours
Company museums
Street Activities
Public Relations:
Press Kits
Speeches
Seminars
Annual ReportsCharitable Donations
Publications
Community Relations
Lobbying
Identity Media
Company magazine
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COMMON COMMUNICATION PLATFORMS
Personal Selling:
Sales presentations
Sales meetings
Incentive programs
SamplesFairs and Trade shows
Direct Marketing:
Catalogs
Mailings
Telemarketing
Electronic ShoppingTV shopping
Fax mail
Voicemail
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PROMOTIONAL MIX-CHARACTERISTICS
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Factors in Developing Promotion Mix
Strategies
Type of Product/ Market Buyer/ Readiness Stage
Product Life-Cycle Stage
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Promotion Mix Strategies
Push Strategy Pull Strategy
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Push vs. Pull Promotion Strategy
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Measuring Communication Results