Nov 16 - Promotion Strategy - Maximum impact Consistent...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Promotion Strategy November 16, 2009 Instructor: Tamar Milne
Background image of page 1

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

View Full DocumentRight Arrow Icon
Agenda Retailing strategy: promotion Promotion (final marketing mix element) Communication process Integrated marketing communications Promotional mix Push/pull strategies For next class. .. 2
Background image of page 2
Retailing Strategy: Promotion In-store and out-of-store communication General information: hours, location, history Shopping-specific: prices, new arrivals, special promotions. .. In-store displays and signage (merchandising) 3
Background image of page 3

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

View Full DocumentRight Arrow Icon
Promotion Promotion: communication between sellers and buyers Effective promotion delivers the right message to the right audience through the right media Moves consumers through AIDA: Attention Interest Desire Action Several exposures are often required 4
Background image of page 4
The Communication Process 5
Background image of page 5

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

View Full DocumentRight Arrow Icon
Integrated Marketing Communications (IMC) All promotional activities coordinated to deliver a clear, unified message
Background image of page 6
Background image of page 7

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

View Full DocumentRight Arrow Icon
Background image of page 8
Background image of page 9
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Maximum impact Consistent brand image 6 Primary demand Selective demand Promotional Mix 7 Advertising PR Personal Selling Sales Promotion Direct Marketing Push/Pull Strategies Push strategy: pushing product to consumers through channel Promote product to channel members, rather than directly to consumers e.g. PK (product knowledge) sessions with retail staff Pull strategy: getting consumers to pull product through the channel Promote product directly to consumers, who ask channel members to supply it e.g. advertising toys on TV on Saturday mornings 8 For Next Class. .. Reading: Chapter 16: Advertising, Sales Promotions, and Personal Selling Except Managing the Sales Force (pp 475-477) Plagiarism quiz Score 100% and earn a free participation mark 9...
View Full Document

This note was uploaded on 02/14/2010 for the course COMM 296 taught by Professor Dasgupta during the Fall '08 term at The University of British Columbia.

Page1 / 9

Nov 16 - Promotion Strategy - Maximum impact Consistent...

This preview shows document pages 1 - 9. Sign up to view the full document.

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