Professional Documents
Culture Documents
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18 Years Experience in Pharmaceutical industry ,
Management, Marketing and Sales in Egypt ,
United Arab of Emirates, Qatar
M MBA from Missouri State University USA
Human resource (HR )Diploma
TOT Cambridge Britain
Diploma
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Business Administration
Stanley :
[ - - -
]
.
:
Behavioral
/
.
Response
:
[ ] Face to Face Personal
Selling
[ Mass Media ]
.
:
[. ]
/
].
:
.
.
[
/
]
Promotion Mix
:
Persuasive
Communication
:
Positive Public Image
/
(
)
( )
Part (I):
1.Promotion Mix.
1.Promotion
2.Personal & nonMix.
personal
elements.
Advertisin
g
3.What is personal
selling?
Personal
Selling
4.Why personal
selling?
Promotio
Sales
n Mix Promotion
Publicity
5.Promotion
Strategies.
/
Part (I):
1.Promotion Mix.
1.Promotion
2.Personal & nonMix.
2. personal
Personal & nonelements.
personal
elements.
3.What is personal
selling?
Advertisin
g
Personal
Selling
4.Why personal
selling?
Promotio
Sales
n Mix Promotion
Publicity
5.Promotion
Strategies.
/
Part (I):
1.Promotion Mix.
Advertisin
g
Personal
Selling
Promotio
Sales
n Mix Promotion
Publicity
5.Promotion
Strategies.
/
Types of Promotion
Public Relations
Advertising
Promotion
Mix
Sales Promotion
Personal Selling
Promotion Mix
Sales Promotion
Sales Promotion
.
:
.I
.II
/
Sales Promotions
Short-term Promotional Activity
Goal: To stimulate consumer buying or cooperation
from distributors and sales agents
Coupons
Point-of-purchase displays
Premiums
Trade shows
Contests
Samples
50%
OFF
.1
.2
.3
.4
.5
.6
.7
.8
Samples
Coupons
Deals
Premiums
Contests
Sweepstakes
Vochures
Point-of-Purchase Displays
/
Allowances & Discounts
) / / )
() Cooperative Advertising
Advantages of Sales
Promotions
Ability to get quick feedback.
Ability to add excitement to what is
being offered by the destination.
Flexible timing.
Efficiency.
.1
.2
.3
.4
.5
Promotion Mix
Direct marketing
Promotion Mix
Direct marketing
PRO
CON
Free to the
company
The company
has no control
Public Relations
Company-influenced publicity
Public Relations
Customers
Media
Suppliers
Employees
Educators
Organizatio
n
Stockholders
Investors
Government
Society
/
Brochures
Annual Reports
Newsletters
Advantages of Public
Relations and Publicity
Relatively low cost.
Effective because not seen as a commercial
message.
Prestige and impressiveness of mass-media
coverage (e.g., feature articles).
Added excitement and dramatization.
.1
.2
.3
.4
Comparison of communications
methods
Communication
Ask Bus.
Flexibility
Credibility
Cost
method
Personal selling
Advertising
Sales promotion
Publicity
High
High- /
Medium
moderate
Moderatelow
Low
419
Learning
Objective
Describe the
communication process.
Characteristics of Public
RelationsB. Public Relations
Communication Mode
Communication Control
Moderate to low
Feedback Amount
Little
Feedback Speed
Delayed
One-way
No
Sponsor Identification
No
Usually fast
/ Usually
no direct control
419
Learning
Objective
Describe the
communication process.
Characteristics of Sales
Promotion
C. Sales Promotion
Communication Mode
Communication Control
Feedback Amount
Moderate to low
Little to moderate
Feedback Speed
Varies
Mostly one-way
Yes
Fast
Message Flexibility
Yes
/
None:
Same message
419
Learning
Objective
Describe the
communication process.
Characteristics of Personal
Selling D. Personal Selling
Communication Mode
Direct and face-to-face
Communication Control
High
Feedback Amount
Much
Feedback Speed
Immediate
Two-way
Yes
Sponsor Identification
Yes
Slow
Tailored
/
to prospect
Sales ($)
Growth
Decline
Time
Light
Heavy use of
Advertising; Advertising;
prePR for
introduction awareness;
publicity
sales
promotion
for trial
Advertising
PR, brand
loyalty;
personal
selling for
distribution
Ads
decrease;
sales
promotion;
personal
selling;
reminder &
persuasive
AD/PR
decrease;
limited
sales
promotion;
personal
selling for
distribution
( )
DR.ELSAYED NASSER
elsayednasser@hotmail.com
elsayed291@yahoo.com
/