Market 3

Promotions

is defined as seller-initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea.

Advertising

is defined as any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor

Informative advertising

is used when introducing a new product or to build up primary demand for the product.

Persuasive advertising

is used when competition is stiff. 

Reminder advertising

is very important for products that have reached the maturity stage.

Slice of Life

shows how people use the products in a  normal setting.

Lifestyle

shows how product fits with one’s way of life.

Fantasy

creates a “wonder” world around the product or its use.

Mood or image

builds positive images or moods around the product such as beauty, love, fun, and serenity. 

Musical

uses simple but catchy music effectively through product jingles or songs. 

Personality

creates a character that represents the product such as Jollibee, the friendly Bee.

Technical Expertise 

reveals the company’s expertise with the product or service. 

Scientific Evidence

presents research or scientific evidence that the brand is better than competing brands. 

Testimonial Evidence

features a highly credible person such as a celebrity endorsing the product. 

Direct marketing

is an interactive system of marketing that uses one or more advertising media to affect a measurable response. I

Precision Targeting

Having a good database can help pin point propects based on prospect's lifestyles, demographics, purchasing patterns, etc.

Personalized Messages.

A person's name is the sweetest word in the world.

Privacy.

The company's offer is not visible to competitors since it is personalized.

Faster Sales

Direct marketing can yield to faster sales since it is targeted to actual users of the product.

 

Variety of Packaging Options.

A variety of packaging options are available for direct mail campaigns limited only by the marketer's creativity and budget.

Less Competition

A letter or package that is opened by the prospect will have less competition from other media content compared to billboards, TV commercials, and the like.

Immediate Results.

A response form or action is normally solicited from the pospective customer; hence, results can be immediate.

Measurability.

The company knows the number of direct mailers issued; hence, it will be easy to determine response rates. 

Prevent erosion of key accounts.

Key accounts are your clients that sustain your company.

Grow key accounts.

ccounts means adding more companies into this key segment of the market.

Grow selected marginal accounts.

Marginal accounts can provide the company with much needed extra sales and revenue when demand from key accounts is low.

Eliminate selected marginal accounts.

Some marginal accounts may not be yielding any revenue for the company even after several attempts to make it grow.

Retain selected marginal accounts with lower-cost sales support.

Maintain marginal accounts that take less time and resources to service.

Obtain new business from selected prospects

Business development should always be prioritized.

Public Relations (PR)

is the process of creating a positive image and customer preference through third party endorsement.

Press / Media Relations

the use of third party endorsement through mass media channels to generate publicity and awareness for huge audiences.

Product Publicity

involves efforts to introduce o publicize specific products, special events, new developments within the business.

Corporate Communications

covers internal and external communications promotes understanding of the organization.

Lobbying

involves dealing with legislators and government officials who may pass bills that have an impact

Counselling

involves advising management about public issues and company positions and image.                                                                                                                                                                      

The Owner/ Operator

If the owner or operator has potential "star" appeal, or has already built a positive reputation,

The Location

One's location can also be used to position the product positively.

The Product/ Service.

The product or service itself can be an opportunity to create good public relations.

distribution system

is the "place" aspect of a company's marketing mix.

Distribution channels

are a set of independent organizations involved in the process of making a product or service available to the consumer or business user.