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Chapter 16 - Connie Cheung WoB Notes Chapter 16 Chapter 16...

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Connie Cheung WoB Notes – Chapter 16 9/26/07 Chapter 16 : Marketing: Developing and Implementing Customer-Oriented Marketing Plans Promotion and the Promotion Mix Promotion-  an effort by marketers to inform and remind people in the target market about  products and to persuade them to participate in an exchange Promotion mix-  the combination of promotional tools and organization uses Integrated marketing communication (IMC) -  a technique that combines all the promotional  tools into one comprehensive, unified promotional strategy Steps in a Promotional Campaign 1) Identify a target market 2) Define the objectives for each element of the promotion mix 3) Determine a promotional budget 4) Develop a unifying message 5) Implement the plan 6) Evaluate effectiveness The Traditional Promotion Mix
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Connie Cheung WoB Notes – Chapter 16 9/26/07 Advertising: Fighting to Keep Consumer Interest Advertising-  Paid, nonpersonal communication through various media by organizations and  individuals who are in some way identified in the advertising message Major Categories of Advertising - Retail advertising - Trade advertising - Business-to-business advertising - Institutional Advertising - Product advertising - Advocacy advertising - Comparison advertising - Interactive advertising - Online advertising
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Connie Cheung WoB Notes – Chapter 16 9/26/07 Product placement-  putting products into TV shows and movies where they will be seen The Growing Use of Infomercials Infomercial- 
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