Tool Definition Function TA Activities
Advertising Advertising is - Informing - Target market - Print Ad
non-personal - Persuading - Distributors (Billboard,
presentation & - Reminding - Investors standee, poster,
promotion of - Adding value newspaper,
ideas, goods or - Assisting the magazines,…)
services by an company’s - Broadcast
identified other media (TVC,
sponsor marketing radio,…)
efforts
Direct The - Informing - Target market - Telesales
Marketing communication - Persuading - Distributors - Email
establishes - Adding value - Investors marketing
through a direct - - Direct mail
channel without - door to door
using any - Leaflet
intermediaries
Internet Internet - Create - Target market - Banners,
marketing marketing is th awareness - Distributors - Sponsorships
e process of - Generate - Supplier - Pop-ups/ pop-
promoting a interest - Because unders
business or - Disseminate Internet - Interstitials
information marketing is - Push
brand and its
- Create an usually technologies
products or
image integrated with - Links
services over - Create a other tools, so - Paid search
the internet strong brand IM’s - Behavioral
using tools that - Stimulate trial audiences can Targeting
help drive - be the TA of - Contextual Ads
traffic, leads, others - Rich Media
and sales. - Additional
forms
Sales A direct - Consumer- - Target market Customer
Promotion inducement that Oriented: To - Distributors, - Coupons
offers an extra increase trade Give a
value or consumption promotional
incentive for the of an voucher
product to the established - Price-off deal
sales force, brand .To Directly
distributors, or defend decreases the
the ultimate (maintain) price on
consumer with current products
the primary customers. To - Sampling
objective of obtain trial Giving samples
creating an and purchase. of new
immediate sale. Enhance IMC products: food,
efforts and perfum
build brand - Premiums
equity. To Buy one get
target a one
specific Get 50% off
segment the 2nd item
- Trade- - Bonus packs
Oriented: Increase the
Obtain volume of the
distribution of product
new products - Contest,
Maintain trade Sweepstakes,
support for Games
existing Scratch the
products. winning card
Build retail Join the contest
inventories . to receive the
Encourage prize
retailers to -
display Refund/Rebates
existing Get cash back
brands Additional
rebate on new
product
- Loyalty
Programs
Give present in
birthday month
- Event
Marketing
TRADE
- Contests and
Incentives
Biggest Deal
Commission
Spike Sales
Incentive
Team Sales
Incentive
- Trade
Allowances
obtaining more
attractive shelf
space; securing
a high-traffic
store location;
highlighting the
product in
company-
produced
advertising,
website or app
(e.g., featured
product); or
agreeing to
have the
retailer’s sales
personnel
“talk-up” the
product to
customers.
- Point-of-
Purchase
Displays
- Sales Training
Programs
- Trade Shows
- Cooperative
Advertising
Personal Personal selling - Attract the - Target market -Customize the
Selling is an act of customers. - Community message for a
convincing the - Educate the members specific buyer.
prospects to buy customers. - Vendors and -Assist in
a given product - Create desire suppliers creating strong
or service. It is to buy. - Customers and supply chain
the most - Conclude clients. relationships.
effective and sales. - Educators -Increase
costly - Get repeat civic and customer loyal
promotional orders. business through
method. organizations relationship
selling.
-Gather research
input from
customer.
-Crucial to the
success of CRM.
PR PR is the - Building Internal -Conveying
management marketplace ( company information
process of before media employees) and through press
engaging breaks external conferences or
productively - Improving ( customers, press
with all relevant ROI shareholders, -Conducting
internal and - Creating the media, the media interviews
external publics, advertising government, the to explain
so that a firm’s news where financial government
improved there is no community, policies
relationship with product news special-interest devėloping
these groups - Introducing a groups, channel guidelines on
enhances its product with members and what to say, or
reputation and little or no unions). not say, in a
generates advertising crisis
positive - Providing a -Sponsoring
publicity. value added sporting events
customer -Handling
service criticisms of
- Building brand price increases
to customer -Dealing with
bonds workers' strikes
- Influencing creating a
influentials, positive image to
providing aid a donation
information to drive
opinion -explaining away
leaders a politician's
- Defending gaffe
products at -neutralising bad
risk, giving publicity arising
consumers a from the recall of
reason to buy products releases
- repairing
reputational
damage due to
scandal
-gaining free
publicity for a
new product
launch or a new
advertising
campaign.
