Lecture Principles of Marketing_ Lesson 38_1437638
MGT301 Principles of Marketing Lecture-38 Summary of Lecture-37 Supervising Salespeople Motivating Salespeople Evaluating Salespeople Direct Marketing Direct Marketing Breaks through ad clutter Better targeting reduces waste Advantages of Direct Marketing Factors Driving Direct Marketing Growth Predictive Modeling Convenience Immediate Sales Shrinking Media Audiences Customized Products Fragmented Markets Price Sensitivity Forms of Direct Marketing Face-to-Face Selling Online Marketing Telemarketing Kiosk Marketing Direct Mail Direct-Response TV Marketing Catalog Publicity Public information about a company, good, or service appearing in the mass media as a news item Stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of commercially significant news or favorable media presentations Publicity is more credible to consumers than any other promotional mix element.24 Although publicity is generally thought of as not paid for, firms incur publicity-related expenses that include the cost of employing marketing personnel assigned to create and submit publicity releases, printing and mailing costs, and related expenses Promotional Publications Inserts Enclosures Annual reports Posters Bulletin boards Exhibits Audiovisuals Position papers Speeches News releases Media kits Booklets Leaflets Brochures Manuals Books Letters Enough for today Summary Integrated Direct Marketing Public Relations Major functions are: – Press Relations – Product Publicity – Public Affairs – Lobbying – Investor Relations – Development The Role of Public Relations Executes programs to gain public acceptance Evaluates public attitudes Identifies issues of public concern Major Public Relations Tools Public Service Activities Web Site News Corporate Identity Materials Audiovisual Materials Speeches Written Materials Special Events Major Public Relations Decisions Setting Public Relations Objectives Choosing the Public Relations Messages and Vehicles Implementing the Public Relations Plan Evaluating Public Relations Results Publicity Public information about a company, good, or service appearing in the mass media as a news item Next… Review 4th P (Promotion) MGT301 Principles of Marketing Lecture-38 ...Summary of Lecture- 37 Supervising Salespeople Motivating Salespeople Evaluating Salespeople Direct Marketing Direct Marketing Breaks through ad clutter Better targeting reduces waste Advantages of. .. service appearing in the mass media as a news item Next… Review 4th P (Promotion) MGT301 Principles of Marketing Lecture- 38 ... multiple vehicles and multiple stages to improve response rates and profits Marketers seek to improve response rates and profits by adding media and stages that contribute more to additional