1120_1115 - ii Create an image with a vocabulary iii...

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What is promotion and the importance of promotion Types of promotion Importance of promotion Communicating about your marketing mix with your target market related to 4P’s -trying to effectively deliver the message /information marketing mix target market - Influence target marketing – attitudes, perception, behaviour - Communication can build relationship with customer’s loyalty Objectives of Promotion 4 objectives: 1. Inform consumer a. When b. Where c. What d. Why 2. Persuade = influence them a. Attitude b. Behaviour c. Perception = to see something some way (changing your perception = positioning) i. Create a personality for your product – and stops becoming a generic product.
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Unformatted text preview: ii. Create an image with a vocabulary iii. Remind-continue purchasing the product iv. Relationship = developing brand loyalty. Communication Process Source Encoding Message/Medium Decoding Receiver -Source (Sender) : Company/ Sales Person/ Television Ad/ Opinion leader/ Celebrity Encoding : words/pictures/sound Medium: Telephone/ In Person/ TV AD o Characteristics Fear Sad Happy Emotional message Rational message Decoding: o Sent message is interpreted by the audience o Effective communications- message that should be interpreted in a certain way o Subliminal advertising- “hidden” message o...
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