Exam 4 Review - Chapter 14 Promotion – Introduction To...

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Unformatted text preview: Chapter 14: Promotion – Introduction To Integrated Marketing Communications 26/04/2008 21:32:00 ← Promotion Communicates to Target Markets ← ← Promotion – Communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior • Telling target customers that the right product is available at the right Place at the right Price ← ← Three Basic Types of Promotion: (Often used in combination to achieve objectives) • 1. Personal Selling • 2. Mass Selling • 3. Sales Promotion *Exhibit 14-1: Promotion and Marketing Strategy Planning (Pg. 369) * Several Promotion Methods are Available 1. Personal Selling – Involves direct spoken communication between sellers and potential customers • Immediate feedback • Strength is flexibility • Can be very expensive (Often desirable to combine personal selling with mass selling and sales promotion) ← ← 2. Mass Selling – Communicating with large numbers of potential customers at the same time • Less flexible • Less expensive • Two forms: o Advertising o Publicity ← ← Advertising – Any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor • Main form of mass selling • Includes traditional media like magazines, newspapers, radio and TV, signs, and direct mail, Internet Publicity – Any unpaid form of non-personal presentation of ideas, goods, or services • Try to attract attention to the firm and its offerings without having to pay media costs • Ex. o 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 o Press releases • If a firm has a really new message, publicity may be more effective than advertising • Problem – The media doesn’t always say or show what the firm intends ← ← 3. Sales Promotion – refers to promotion activities—other than advertising, publicity, and personal selling—that stimulate interest, trial, or purchase by final customers or others in the channel • Implemented quickly = gets results sooner • Designed to produced immediate results • Less money on advertising than on personal selling or sales promotion • Includes contests, coupons, trade shows, catalogs, samples, price deals, etc. ← ← *Exhibit 14-2: Example of Sales Promotion Activities (Pg. 371) * ← ← ← Someone Must Plan, Integrate, And Manage The Promotion Blend ← ← Sales Managers – Concerned with managing personal selling • Responsible for building good distribution channels and implementing Place...
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This note was uploaded on 04/22/2009 for the course MKT 320F taught by Professor Miller during the Spring '08 term at University of Texas.

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Exam 4 Review - Chapter 14 Promotion – Introduction To...

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