See our User Agreement and Privacy Policy. Social Media Marketing. If you do not hear someone correctly, misread information, or misinterpret a message, you might think a product or service provides different benefits or is easier or harder to use than it really is. Consumers and businesses won’t buy a product if they do not know about it. Business-to-business marketers generally utilize professional selling more often than most business-to-consumer marketers. 1. A second view regards sales promotion and advertising as distinct functions with objectives and strategies very different from each other. The economics of direct marketing have also improved over the years as more information is gathered about customers and prospects. The Direct Marketing Association, the leading trade organization for direct marketing, works with companies and government agencies to initiate self-regulation. If you wish to opt out, please close your SlideShare account. Clutter encourages consumers to ignore many advertising messages. Consumers are also changing. Sports sponsorships make up about two-thirds of all sponsorships. Professional selling is used more in business-to-business markets than in business-to-consumer markets. Learn how your comment data is processed. Type of product and type of purchase decision: Different products also require different types of promotion. Delivering consistent information about a brand or an organization helps establish it in the minds of consumers and potential customers across target markets. It is a common vehicle for spreading the word about sales promotions and public relations activities. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. The Internet has brought media to a global audience. In some Asian countries, controversial products such as alcohol cannot be advertised during Golden (prime) time on television. (Danard Vincente – Search-Engine-Marketing – CC BY 2.0.). The work and social environments are changing, with more people having virtual offices and texting on their cell phones or communicating through social media sites such as Facebook, LinkedIn, Pinterest, and Twitter. –Telemarketing. “Teacher by instinct, researcher by training and trainer by experience”. Consumer promotions such as coupons, sampling, premiums, sweepstakes, price packs (packs that offer greater quantity or lower cost than normal), low-cost financing deals, and rebates are purchase incentives in that they induce product trial and encourage repurchase. Advertising sets up the deal by developing a brand reputation and building market value. –Direct-mail marketing. Through the use of symbols and images advertising can help differentiate products and services that are otherwise similar. The typical media that organizations utilize for advertising of course include television, magazines, newspapers, the Internet, direct mail, and radio. Cheaper than traditional means for both the consumer and the marketer – and easy enough for almost any age group to understand and engage with – Mobile Marketing really is a streamlined version of traditional eMarketing. As Figure 11.5 “Factors That Influence Selection of Promotion Mix” shows, a number of factors affect the choice of promotion mix elements. It is a booming sector which is going to redefine the way marketing strategies are being formed and promoted. If you continue browsing the site, you agree to the use of cookies on this website. A distinction is made between direct marketing and direct marketing media. Users of direct marketing include retailers, wholesalers, manufacturers, and service providers, and they use a variety of methods including direct mail, telemarketing, direct-response advertising, online computer shopping services, cable shopping networks, and infomercials. The top rated television shows and Super Bowl ad slots, for example, often sell out quickly. 11.1 Integrated Marketing Communications (IMC), 2.3 The International Marketing Environment, 3.2 Components of the Strategic Planning Process, 3.3 Developing Organizational Objectives and Formulating Strategies, 3.4 Where Strategic Planning Occurs within Firms, 3.5 Strategic Portfolio Planning Approaches, Chapter 4: Gathering and Using Information: Marketing Research and Market Intelligence, 4.2 Marketing Research: an aid to decision making, 4.3 Steps in the Marketing Research Process, Chapter 5: Understanding Consumer and Business Markets, 5.1 Factors That Influence Consumers’ Buying Behavior, 5.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process, 5.3 The Characteristics of Business-to-Business (B2B) Markets, 5.6 Stages in the B2B Buying Process and B2B Buying Situations, Chapter 6: Market Segmenting, Targeting, and Positioning, 6.1 Targeted Marketing versus Mass Marketing, 6.3 Selecting Target Markets and Target-Market Strategies, 6.4 Positioning and Repositioning Offerings, Chapter 7: Developing and Managing Offerings, 7.3 Managing New Products: The Product Life Cycle, 8.3 Types of Business-to-Business (B2B) Offerings, Chapter 10: Channel concepts – distributing the product, Chapter 11: Integrated Marketing Communications and the Changing Media Landscape, 11.2 Advertising and Direct Marketing, and Message Strategies, Chapter 12: Public Relations, Social Media, and Sponsorships, 12.1 Public Relations Activities and Tools, 13.4 Ongoing Marketing Planning and Evaluation. For effective communication to occur, the receiver must interpret the message as the sender intended. Besides, it acts as an aggressive marketing plan because it sets and tracks marketing strategy that captures and uses extensive amount of customer information. Mobile Marketing involves communicating with the consumer via cellular (or mobile) device, either to send a simple marketing message, to introduce them to a new audience participation-based campaign or to allow them to visit a mobile website. Finding the right balance is often a difficult task. Direct marketing involves the delivery of personalized and often interactive promotional materials to individual consumers via channels such as mail, catalogs, Internet, e-mail, telephone, and direct-response advertising. The cost allows you to control what you want to say, where you want to say it, and how often or how long it will be shown. It is a powerful marketing medium that is defining the way people are communicating. • Combining Direct Marketing with Public Relations:-companies use telemarketing activities to solicit funds for charities. Another benefit publicity offers is that it is free, not considering the great amount of effort it can require to get out-bound publicity noticed and picked up by media sources. Her articles have appeared in several trade and business publications such as the Houston Chronicle. Regulations, competitors, and environmental factors: Regulations can affect the type of promotion used. You might opt to get promotions via mobile marketing—say, from stores on your cell phone as you walk by them or via a mobile gaming device that allows you to connect to the Web. Public relations (PR) involves communication designed to help improve and promote an organization’s image and products. –Powerful tool for building customer relationships. Mobile connectivity not only enables people to connect to the Internet via a cellular telephone, PDA or other gadget, but also consolidates the different communication channels in a simple, yet effective medium. A large number of business organizations are allocating budget for online business development using social media marketing. Sales promotion helps close the deal by providing incentives that build market volume.