11-15-07 - • Encourage Product Trial-coupons • Identify...

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Chapter 18 Integrated Marketing Communications Promotion- communication with individuals groups or organizations to directly or indirectly facilitate changes by informing and or persuading Promotion and the communication process 1) Source-the organization that has information it wants to share(organization that wants to sell) 2) Coding Process-the creating of a message. 3) Medium of transmission-the entity that carries the message(TV, internet) 4) Decoding Process-interpretation 5) Receiver or Audience-consumer Feedback-the receivers response to the message Noise-anything that reduces the clarity of the message Objectives of promotion Create awareness Stimulate Demand-want people to buy more o Primary Demand-Demand for a product category rather than a specific brand o Selective Demand-Demand for a specific brand(most common)
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Unformatted text preview: • Encourage Product Trial-coupons • Identify Prospects-inserts in magazines • Retain loyal customers-bestbuy rewards card The Promotion Mix 1) Advertising-a paid form of non personal communication about an organization and its products that is transmitted to a target audience through a mass medium 2) Personal Selling-informing or persuading customers through personal communication. 3) Sales Promotion-An activity or material that acts as a direct motivation to increase sales immediately(different from advertising because it is short term ex: coupons) 4) Public Relations-communication efforts used to create favorable realationships between and organization and its community PG 492-494 Criticisms of promotion...
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  • Fall '07
  • Martin
  • Marketing, Integrated Marketing Communications Promotion- communication, Communications Promotion- communication, Audience-consumer Feedback-the receivers, loyal customers-bestbuy rewards

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