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Sustainable marketing principles Advertising Public, Pervasive, Expressive, Impersonal Advertising Public, Pervasive, Expressive, Impersonal Sales Promotion Communication, Incentive, Invitation Sales Promotion Communication, Incentive, Invitation Public Relations & Publicity Credibility, Surprise, Dramatization Public Relations & Publicity Credibility, Surprise, Dramatization Personal Selling Personal Confrontation, Cultivation, Response Personal Selling Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive
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Topic 11 Sustainable marketing
Objectives
• Introducing sustainable marketing• Consumer actions to promote sustainable marketing• business actions toward sustainable marketing
Sustainable marketing principles
AdvertisingPublic, Pervasive, Expressive, Impersonal
Sales PromotionCommunication, Incentive, Invitation
Public Relations & PublicityCredibility, Surprise, Dramatization
Personal SellingPersonal Confrontation, Cultivation, Response
Direct MarketingNonpublic, Customized, Up-to-Date, Interactive
consumerismenvironment
alism
Consumer actions to promote sustainable marketing
Objectives Setting
Budget Decisions
Message Decisions Media Decisions
Campaign Evaluation
Major decisions in advertising
Informative AdvertisingBuild Primary Demand
Persuasive AdvertisingBuild Selective Demand
Comparison AdvertisingCompares One Brand to Another
Reminder AdvertisingKeeps Consumers Thinking
About a Product.
Advertising Objectives
• Specific Communication Task • Accomplished with a Specific Target Audience • During a Specific Period of Time
Advertising Budget Factors
Stage in the Product Life Cycle
Market Share &Consumer Base
Competition &Clutter
AdvertisingFrequency
ProductSubstitutability
Why the increase in Sales Promotion?
• Growing retailer power• Declining brand loyalty• Increased promotional sensitivity• Brand proliferation• Fragmentation of consumer market• Short-term focus• Increased managerial accountability• Competition• Clutter
Business-Promotion Objectives Business-Promotion Tools
Generate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople
Conventions
Trade Shows
Sales Contests
Business-to-Business Promotion
Major Public Relations Tools
SpecialEventsWritten
Materials
Corporate Identity
Materials
Speeches
News
AudiovisualMaterials
Public Service
Activities
Web Site
