ch15-pp - Learning Objectives-Chp. 15 s s Identify the five...

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Learning Objectives-Chp. 15 Identify the five basic categories of promotion. List the seven steps in the personal-selling process. Explain the difference between logical and emotional advertising appeals. Define interactive advertising and discuss the challenge it presents to marketers. Name five popular direct marketing vehicles. Distinguish between the two main types of sales promotion, and give at least two examples of each. Explain the role of public relations in marketing. Discuss the use of integrated marketing communications
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Promotion Defined A persuasive communication that motivates people to buy whatever an organization is selling.
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Three Basic Goals of Promotion Inform Persuade Remind
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Specific Promotional Objectives Attract new customers. Increase usage. Stabilize sales. Boost brand-name recognition. Create sales leads. Differentiate the product. Influence decision makers. To be cost effective advertising must have and meet objectives.
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Goal of advertising is self- serving. Persuades people to buy unnecessary or harmful goods. Encourages materialism. Exploits stereotypes. Manipulates the consumer. Money on advertising
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ch15-pp - Learning Objectives-Chp. 15 s s Identify the five...

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