Marketing Techniques

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16-1
1-1
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Effective
Promotional
Techniques
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16-2
Traditional Promotional Mix
Personal
Selling
Sales
Promotion
Public
Relations
Advertising
Product

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16-3
Steps In A
Promotional Campaign
1. Identify the target market
2. Define the objectives
3. Determine the promotional budget
4. Develop a unifying message
5. Implement the plan
6. Evaluate effectiveness

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16-4
Objectives of
Integrated Marketing
• Build Brand Equity
• Provide Information
• Manage Demand & Build Sales
• Differentiate Products
• Influence Perceptions, Attitudes, &
Buyer Behavior

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16-5
Advertising
• Advertising media: Newspaper,
television, radio, magazines,
outdoor, direct mail, yellow-pages,
Internet
• The growing use of Infomercials
• Moving to the Internet
• Global advertising

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16-6
Century’s
Top Ad Jingles
• “You deserve a
break today”
• “Be all you can be”
• “Pepsi-Cola hits the
spot”
• “Mm Mm good!”
• “See the USA in
your Chevrolet”
• “I wish I were an Oscar
Mayer wiener”
• “A little dab’ll do ya”
• “Double your pleasure,
double your fun”
• “It’s the real thing”
• “Winston tastes good
like a cigarette should”
Source: Advertising Age

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16-7
Do Blatantly Sexy
Ads Turn You Off?
4
5145
4
72
24
0
10
20
30
40
50
60
70
80
Strongly/Somewhat
Agree
Strongly/Somewhat
Disagree
Don't Know
Percent
Men Women
Source: USA Today

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16-8
Total Direct
Advertising Expenditures
142.1 153
164.1
231.4
263.7 271
0
50
100
150
200
250
300
1996 1997 1998 2002 2004 2005
Source: The Direct Marketing Association, Advertising Age (accessed August 10, 2006)

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16-9
Money Spent to
Place Products
$2.0 $2.1
$2.5
$3.4
$4.1
$0.0
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
$3.5
$4.0
$4.5
2001 2002 2003 2004 2005
In Billions
Source: PQ Media

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16-10
Total Advertising
Expenditures By Media
$2,623
$2,652
$5,328
$6,499
$8,912
$9,527
$18,036
$0 $5,000 $10,000 $15,000 $20,000
Syndicated TV
Internet
Spot TV
Local Newspaper
Cable TV network
Magazine
Network TV
Source: Advertising Age, 2005
Expenditures of 100 Leading
National Advertisers

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16-11
Ad Spending Growth
25.2%
13.7%
13.3%
11.0%
9.8%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
Local Magazine
Sunday Magazine
Internet
Cable TV Network
Outdoor
Source: Advertising Age, 2005

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16-12
Infomercials Grossing
Over 1 Billion
0 0.5 1 1.5 2 2.5
Proactiv
Bowflex
Total Gym
Soloflex
George Foreman Grill
Ron Popeil's
Rotisserie & BBQ In Billions
Source: Business 2.0, June 2005

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16-13
U.S. Online
Ad Spending
0
1
2
3
4
5
6
7
8
9
1998 1999 2000 2001 2002 2003 2004 2005
Source: Investors.com; Advertising Age, 2005

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16-14
Steps in the
Selling Process (B2C)
Start
Approach
Ask questions
Make presentation
Close sale
Follow up

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16-15
Steps in the Selling
Process (B2B)
1. Prospect and Qualify
2. Preapproach
3. Approach
4. Make Presentation
5. Answer Objections
6. Close Sale
7. Follow Up

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16-16
Public Relations
Steps
• Listen to the public.
• Change policies and
procedures.
• Inform people that
you’re being
responsive to their
needs.
Publicity
• Free
• More Effective Than
Advertising
• Believable
• No Control
• No Repetition

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16-17
Sales Promotion Techniques
B2B
• Trade Shows
• Portfolios
• Deals
• Catalogs
• Conventions
B2C
• Coupons
• Cents-off Promotions
• Sampling
• Premiums
• Sweepstakes
• Contests
• Bonuses
• Catalogs
• Demonstrations
• Special Events
• Lotteries
• In-store Displays

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16-18
Tips on
Issuing Coupons
• Coupons can be used as a “Thank you for
buying” or a “Stop and try us.”
• The value must be enough to attract
customers.
• Use coupon promotions sparingly.
• Get professional help to get maximum
exposure.
• Color-code your coupons for different
groups that use them.

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16-19
Coupon Statistics
Average Face Value
• 93 cents (2004); 46 cents (1990)
Amount saved in 2004
• $2.9 billion
Number of coupons redeemed in America
in 2004
• 3 billion
Coupons rank 2nd as purchase motivators
(Largest: Free Samples)
Source: St. Louis Post-Dispatch Everyday, July 2005

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16-20
Sales Promotion
• Internal & External
• Sampling
• Word-Of-Mouth
• Viral Marketing/Swag
• Blogging
• Podcasting

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16-21
Putting it all Together
• Convince wholesalers and
retailers to stock and sell
• Producer uses advertising,
personal selling, sales
promotion to convince the
intermediaries
• Idea is to push the product
through the distribution
system to the stores
• Heavy advertisements and
sales promotion efforts
• Directed at consumers so
that they will request the
products from retailers
• Products are pulled down
through the distribution
system