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-Advertising -Sales promotion -Personal selling -Public relations (PR) -Direct and digital marketing

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

1. Broadcast 2. Print 3. Online 4. Mobile 5. Outdoor

Short-term incentives to encourage the purchase or sale of a product or service

1. Discounts 2. Coupons 3. Displays 4. Demonstrations

Personal customer interactions by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships

1. obtaining favorable publicity, 2. building up a good corporate image, 3. handling or heading off unfavorable rumors, stories, and events.

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

Consumers are changing Marketing strategies are changing Advances in digital technology

creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels

Carefully integrating and coordinating the company’s many communications channels /to deliver a clear, consistent, and compelling message about the organization and its products

1. Identify the target audience 2. Determine the communication objectives 3. Design the message 4. Choose the media to send the message 5. Select message source and collect feedback

The stages consumers normally pass through on their way to a purchase awareness, knowledge, liking, preference, conviction, and, finally, the actual purchase

1. Message content is “what to say.” 2. Message structure 3. format is “how to say it.”

which stands for Attention, Interest, Desire, and Action model, is an advertising effect model that identifies the stages that an individual goes through during the process of purchasing a product or service

• Get Attention • Hold Interest • Arouse Desire • Obtain Action

“What to Say”

rational emotional moral

relates to the audience’s self-interest

is an attempt to stir up positive or negative emotions to motivate a purchase

directed to an audience’s sense of what is right and proper

• draw a conclusion or leave it to the audience. • present the strongest arguments first or last • present a one-sided argument or two-sided argument

To attract attention, advertisers can use novelty and contrast; eye-catching pictures and headlines; distinctive formats; message size and position; and color, shape, and movement

it’s a type of persuasive strategy that targets the audience's sense of right and wrong

Channels through which two or more people communicate directly with each other

• telephone • fax • Internet • mail

Companies can encourage WOM marketing by exceeding expectations on a product, providing good customer service, and giving exclusive information to consumers

• Build an active social media following • Collect online reviews • Provide quality service and experiences • Influencer marketing • Encourage customers to create content • Referral marketing • Affiliate marketing

is a Viral marketing technique focused on maximizing the word-of-mouth potential of a campaign or product

is powerful for raising awareness and creating brand recognition, but it is generally less effective in building trust

television radio print media billboards social media platforms

refers to money earmarked for the marketing, advertisement, or sales of a product or brand

-defining specific promotion objectives, -determining the tasks needed to achieve these objectives -estimating the costs of performing these tasks

is a forecasting tool that makes financial predictions based on previous and current sales data

is a common strategy utilized by companies that wish not to be out-advertised by the competition.

system in which a company allocates a certain amount of money to its marketing budget based on specific objectives

• public relations • social media • audience analytics • business development principles • advertising

• Advertising • personal selling • sales promotions • direct marketing • public relations • branding