2. Integrating the Company’s Offer and Access
Product
OFFER
Place ACC ESS Promotion
Price
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3. What is Promotion ?
Aspect of the marketing mix concerned with
the most effective techniques for selling a product
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4. Information and Exchange Values
Promotions seek to accomplish four goals:
1. Make potential customers aware of products
2. Make them knowledgeable about products
3. Persuade them to like products
4. Persuade them to purchase products
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5. Promotional Objectives
1. Communicating Information
2. Positioning Products
Positioning is the process of establishing an identifiable
product image in the minds of consumers
3. Adding Value
4. Controlling Sales Volume
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6. Promotional Strategies
1. Pull strategy appeals directly to consumers
who will demand the product form retailers
Product
2. Push strategy encourages wholesalers or
retailers to market products to consumers
Product
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8. What is Advertising ?
Promotional tool consisting of paid, non-personal
communication used by an identified sponsor to inform
an audience about a product.
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9. Advertising Strategies
• Persuasive advertising seeks to
influence consumers to buy a company’s
products rather than its rivals’
• Comparative advertising directly
compares two or more products
• Reminder advertising helps to keep
the product name in the consumer’s mind
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10. What is Advertising Media ?
Variety of communication devices for carrying a
seller’s message to potential customers
Television Internet Advertising
Newspapers Data Mining and Date Warehousing
for Internet Advertising
Direct Mail
Virtual Advertising
Radio
Other Advertising Channels
Magazines
Outdoor Advertising
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11. Six Steps in Preparing the Advertising Campaign
Identify Target
Set Budget
Define Objectives
Create Message
ID Media
Evaluate
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12. Quoted from: Mr. Attan (2005)
The Building Block in Ad
WHAT TO SAY + IDE = HOW TO SAY
Client Agency
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13. Quoted from: Mr. Attan (2005)
How to make a Headline
Unique Selling Proposition Showmanship
(USP)
The Ads where The Ads where
there is something to say there’s nothing to say
• Terus Terang Philips Terang Terus • Bikin motor Kamu secepat
• Kartunya Satu ATM nya Banyak Beckham
• Gantinya Ngopi / Kopi Banget • Asyik Berat Beng Beng
• Harga Wah Semurah Curah • Sekuat Macan
• Nyikat Gigi Nggak Nyiksa Gusi
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20. Quoted from: Mr. Attan (2005)
Advertising Agency
• Menjawab creative brief dari client
• Membuat ide/konsep yang unik dan relevan
• Menang pitching
• Dapat award
• Bonus lancar
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25. What is Personal Selling ?
Promotional tool in which a salesperson
communicates one-on-one with potential customers
What is Telemarketing ?
Use of telephone solicitations to conduct the
personal selling process
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27. The Personal Selling Process
1. Prospecting and Qualifying
2. Approaching
3. Presenting and Demonstrating
4. Handling Objections
5. Closing
6. Following Up
Personal Selling Tasks
Order processing
Creative selling
Missionary selling
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28. What is a Sales Promotion ?
Short-term promotional activity designed to stimulate consumer
buying or cooperation from distributors, sales agents or other
members of the trade
Types of Sales Promotions
Coupons
Point-of-Purchase (POP)
COUPON
1
Premiums $ 00
Trade shows OFF
Any
Contests Brewed
Coffee
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29. What is Publicity ?
Promotional tool in which information about a company or
product that is transmitted by general mass media
What is Public Relations ?
Company-influenced publicity directed at building goodwill
with the public or dealing with unfavorable events
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30. International Promotional Strategies
Emergence of the Global Perspective
• Global perspective is a philosophy that directs marketing
toward a worldwide rather than local or regional markets
The Movement toward Global Advertising
Four factors to consider:
Product Variations
Language Differences
• Cultural receptiveness,
• image differences
Universal Messages and Regional Advertising Skills
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