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MARKETING COMMUNICATIONS PLANNING Marketing Plan Review Situation Analysis Communications Process Analysis Communications Process Analysis Budget Development Program Development Integration & Implementation Monitoring, Evaluating, Controlling Monitoring, Evaluating, Controlling METHODS PUSH vs.
Approaches to Determining the Promotional Budget Percentage of sales –A fixed amount of money per past or projected sales Probably the most widely used as it is simple But, what about cause and effect?
Advertising Defined ADVERTISING –Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Magazines, newspaper, outdoor posters, direct mail, radio televisions, etc. PUBLIC RELATIONS EFFORTS TO IMPROVE AND MANAGE RELATIONSHIPS WITH PUBLICS Customers Stock Holders Community Government News Media PROACTIVE vs.


THE MARKETING-COMMUNICATIONS MIX: Relative Emphasis in Consumer and Business Markets BUSINESS MARKETSCONSUMER MARKETS SALES FORCE SALES FORCE ADVERTISING PROMOTIONS DIRECT MKT.
STEPS IN THE SELLING PROCESS: A RELATIONSHIP APPROACH INITIATING RELATIONSHIPS Prospecting Pre-Call Planning Approach DEVELOPING CUSTOMER RELATIONSHIPS Sales Communications and Presentations Gaining and Managing Commitment ENHANCING CUSTOMER RELATIONSHIPS Follow-Up Support TRADITIONAL vs. SALES MANAGEMENT ISSUES RECRUITING AND HIRING Difficult to Predict Success DEPLOYMENT Territory Design AUTOMATION Use of Technology to Link Buyer, Salesperson, and Organizations (Customer Relationship Management and Supply Chain Management) EVALUATION AND COMPENSATION Outcome-Based vs. Cielom projektu bolo pripomenut a zaroven vytvorit povedomie o jedinecnom produkte Heineken capovacom sudku a o pravom capovanom pive, ktore z neho zakaznici mozu ziskat. Subjective Messages Comparative Message Techniques Emotional Techniques: Mood, Fear, Humor Celebrity Endorsements vs.


Behavior-Based RECRUITING AND HIRING Difficult to Predict Success DEPLOYMENT Territory Design AUTOMATION Use of Technology to Link Buyer, Salesperson, and Organizations (Customer Relationship Management and Supply Chain Management) EVALUATION AND COMPENSATION Outcome-Based vs.
Exxon PUBLICITY Not Overtly Sponsored High Credibility EFFORTS TO IMPROVE AND MANAGE RELATIONSHIPS WITH PUBLICS Customers Stock Holders Community Government News Media PROACTIVE vs. Manipulative (product-focused) INITIATING RELATIONSHIPS Prospecting Pre-Call Planning Approach DEVELOPING CUSTOMER RELATIONSHIPS Sales Communications and Presentations Gaining and Managing Commitment ENHANCING CUSTOMER RELATIONSHIPS Follow-Up Support TRADITIONAL vs.



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