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Principles of Marketing - Philip Kotler

Summary

The three main means of exposure to stimulating complex are advertising, sales promotion and publicity. This mass marketing tools as opposed to personal selling techniques, which is aimed at specific customers.

Advertising, ie Use the seller paid means of disseminating information to adjust the monitory of information about products, services or organizations - a powerful incentive tool. US figures the market annually spend on advertising more than 61 billion dollars, and advertising itself acts in a variety of species (national, regional, local;.. To general consumers, to the sphere of industry, the retail trade, commodity advertising, brand advertising, a prestigious advertising and etc.). Deciding on advertising - a five-step process, which consists of setting goals, making decisions about the budget, address and means of dissemination of information, as well as the subsequent evaluation of the advertising program Advertisers must clearly define the purpose of their advertising, whether it is information, exhortation or reminder. The dimensions of the advertising budget can be determined by one of the four principles of calculation:. "By cash", "as a percentage of the amount of sales" at the level of the cost of competitors or "based on the goals and objectives" Decisions on advertising appeal involves the formation of the idea of ​​this treatment, assessment and selection of treatment options and spectacular design. Decisions on the means of dissemination involves the establishment of breadth, frequency of occurrence and strength of the impact of advertising; selection of the main types of means of disseminating information; selection of specific media advertising and graphic design use means of advertising. Finally, the evaluation of the results of an advertising campaign involves the measurement of the communicative and commercial effectiveness of advertising before, during and after the campaign.

Sales promotion - this means multiple short-term incentive effects - coupons, prizes, contests, credits for the purchase, - to stimulate consumer markets, trade and own company sales staff. In recent years, growth in sales promotion costs exceed the growth rate of advertising costs. Activities promotion involves setting goals, selecting stimulus funds, development, pre-testing and implementation of the relevant program, atakzhe evaluate progress.

For propaganda, t. E. Getting free editorial space and time, resorted less often than other major stimulus funds, although it has great potential in the formation of awareness and preference in the market. Advocacy involves setting goals, selecting raising appeals and media, implementation of the plan of promotion and evaluation of the results.