Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

14. Promotion −
    Introduction to Integrated
    Marketing
    Communications

Text © The McGraw−Hill

Companies, 2002

Promotion_Introduction to Integrated Marketing Communications 393

Personal sellinginvolves direct spoken communication between sellers and

potential customers. Face-to-face selling provides immediate feedback—which helps

salespeople to adapt. Although some personal selling is included in most marketing

mixes, it can be very expensive. So it’s often desirable to combine personal selling

with mass selling and sales promotion.

Mass sellingis communicating with large numbers of potential customers at the

same time. It’s less flexible than personal selling, but when the target market is large

and scattered, mass selling can be less expensive.

Advertising is the main form of mass selling. Advertisingis any paidform of non-

personal presentation of ideas, goods, or services by an identified sponsor. It includes

the use of traditional media like magazines, newspapers, radio and TV, signs, and

direct mail as well as new media such as the Internet. While advertising must be

paid for, another form of mass selling—publicity—is “free.”

Publicityis any unpaidform of nonpersonal presentation of ideas, goods, or ser-

vices. Of course, publicity people are paid. But they try to attract attention to the

firm and its offerings without having to pay media costs.For example, movie studios

try to get celebrities on TV talk shows because this generates a lot of interest and

sells tickets to new movies without the studio paying for TV time.

Colgate-Palmolive’s director of

promotions holds meetings to

help managers see how to match

promotion techniques to

marketing objectives.

Personal selling—

flexibility is its strength

Mass selling involves

advertising and

publicity

Publicity avoids

media costs

Target

market

Personal

selling

Mass

selling

Sales

promotion

Advertising Publicity

Product Place Promotion Price

Exhibit 14-1

Basic Promotion Methods

and Strategy Planning