Chapter 16 - Connie Cheung WoB Notes Chapter 16 9/26/07...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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
Background image of page 2
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-  a full-length TV program devoted exclusively to promoting goods or services
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/20/2008 for the course BINT 101 taught by Professor Lifton during the Fall '07 term at Ithaca College.

Page1 / 6

Chapter 16 - Connie Cheung WoB Notes Chapter 16 9/26/07...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online