Getting VALUE Out of YourMarketing Campaign

By Timothy TerryManagerial Marketing SUS6060-2, FA2010

Kotler Chapters 17-19

Developing Advertising Program

1. Set Objectives2. Establish Budget3. Choose Message and Create

Strategy4. Decide on the Media5. Evaluate Communications

and Sales Effects

Direct Marketing

Direct Mail

Catalog

Interactive

Bus. to Bus. Telemarketing

Word of Mouth

Viral Marketing and

Buzz

Connectors and Salesfolk

Cliques, Mavens,

Connectors help spread ideas and behaviors because they connect with large groups of people who get things done.

Reach, Frequency Impact (weighted exposure)

WE = R x F x I

R = # Households Exposed

F = # Times Exposed I = Quality of an

Exposure

AD Effect Research

Copy, Portfolio and Laboratory Testing

Prospecting, Pre-approach

Presentation

Demonstration

Overcoming Objections

Closing

Follow-Up

Principles of Personal Selling

Situation

Problem

Implication

Need Payoff

The 5 M’s

Mission MoneyMessageMedia Measurement

Thank You