Paid form of non personal presentation and promotion of ideas or products by an identified sponsor

Brand Building Direct Response Retail Corporate Public Service

Financial Recruitment Notices Classified

Primary Demand Selective Demand Business to Business Trade Advertising

National Regional Local

Business to Consumer Business to Business Trade Advertising

Discounts Coupons Samples Cash Refund Offers Rebates Bundling Sweepstakes Gifts

Free Trials Warranties Demonstrations Contests Patronage Rewards

Buying Allowances Free Goods Quantity Discounts Payment Terms Co-operative Advertising Display Allowances Dealer Sales Contests

Direct Mail Direct Response TV or Radio Mail Order Catalogues Direct Mail Telemarketing Bulk SMS Internet Purchases

Press Conference Press Release Paid News Factory Tours Press Events

Researching and Relationship building with publics Media Distribution Chanels Employees Financial Publics Government Agencies

Websites Website Links Youtube Banners Bulk mail E Commerce

Driver Salesman Inside Order Taker Outside Order Taker Missionary Salesperson Application Engineer Consultive Salesperson, Tangible Goods Consultive Salesperson, Services and intangibles

Aesthetic Appeal Information Provider Functionality Retention Value Product safety and preservation

Point of Purchase Displays Signages

Billboards Unipoles Wall Panels Railway Station/Airport Displays Flyover Panels Public Utilities Vans/Buses/Trains

Trade Fairs Sponsorships Event Marketing

Every advertisement must be considered as a contribution to the complex symbol which is the brand image, as part of the long term investment in the reputation of the brand

Segments Position Message Distribution Outlets Media Channels Execution Values Execution Formats

Advertising budgets losing out to promotion activities Greater accountability pressure Proliferation of communication channels Growth of database marketing Growth of international brands Relationship Marketing Informed customers

Advertising budgets losing out to promotion activities Greater accountability pressure Proliferation of communication channels Growth of database marketing Growth of international brands Relationship Marketing Informed customers

Corporate Objectives Corporate Strategy Marketing Objectives Marketing Strategy Communication Strategy Communication Tactics

Awareness Attributes Attitude Brand Image/Personality Action