Promotion - http://www.visit4info.com/details.cfm?adid=15674

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Unformatted text preview: http://www.visit4info.com/details.cfm?adid=15674 http://www.energizer.com/advertising/default.asp http://www.apple.com/ipod/ads/saturday_hip_hop/480.html Promotion Promotion Marketing activities used to communicate to consumers about the organization, its products, its activities, and to directly or indirectly expedite exchanges. Basic Promotion Methods and Basic Promotion Methods and Strategy Planning Strategy Planning Target Market Product Place Promotion Price Personal Selling Mass Selling Sales Promotion Advertising Publicity Basic Promotional Objectives Basic Promotional Objectives Informing Persuading Reminding BASIC PROMOTION OBJECTIVES Promotion Seeks to Shift the Promotion Seeks to Shift the Demand Curve Demand Curve Quantity Price D 2 D 1 TO BE MORE INELASTIC Promotion Seeks to Shift the Promotion Seeks to Shift the Demand Curve Demand Curve Quantity Price D 2 D 1 TO THE RIGHT Promotion Seeks to Shift the Promotion Seeks to Shift the Demand Curve Demand Curve Quantity Price D 2 D 1 BOTH TO THE RIGHT AND MORE INELASTIC The Promotional Mix The Promotional Mix The Promotional Mix The Promotional Mix Personal Personal Selling Selling Advertising Advertising Sales Sales Promotion Promotion Public Public Relations Relations Advertising Advertising A paid form of non- personal communication through the mass media Advertising very broad audience cost efficient externalities (public image) high absolute cost effectiveness hard to measure not directly persuasive cons Personal Selling Personal Selling Face-to-face contact with consumers designed to inform and persuade consumers to buy Personal Selling very persuasive direct feedback individually message design suitable for very complex information extremely high absolute cost message heterogeneity cons Sales Promotion Sales Promotion An activity or material that offers a direct inducement to purchase Example of Sales Promotion Activities Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-purchase materials Trade shows SALES PROMOTION ACTIVITIES Aimed at final consumers or users Example of Sales Promotion Activities Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-purchase materials Trade shows SALES PROMOTION ACTIVITIES Price deals Allowances Sales contests Trade shows Catalogs Merchandising aids Aimed at final consumers or users Aimed at middlemen Example of Sales Promotion Activities Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-purchase materials Trade shows SALES PROMOTION ACTIVITIES Price deals Allowances Sales contests Trade shows Catalogs Merchandising aids Contests Bonuses Meetings Sales aids Travel incentives Training materials Aimed at final consumers or users Aimed at middlemen Aimed at sales force Sales Promotions...
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Promotion - http://www.visit4info.com/details.cfm?adid=15674

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