Study_Guide_for_Lecture_18_-_Promotion_Theory

Study_Guide_for_Lecture_18_-_Promotion_Theory - Study guide...

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Study guide for lecture 18: Promotion Theory What is promotion 0. Promotion is communication 0. One requirement of a market segment is reachable 1. Promotion is how you reach them 1. Definition 2. Communication by marketers that informs, persuades, and reminds potential  buyers of a product in order to influence an opinion or elicit a response 2. Four roles for promotion 3. Inform 4. Persuade 5. Remind 6. Build relationships 0. Promotion and the consumer buying process 0. Promotion and the product life cycle Communication process Basic communication model 3. The point: 7. This is the process any message goes through when you communicate with a  customer 0. Each stage has implications for promotion Marketing 431 Study Guides © 2009 Lecture 18: Promotion Theory Page 1
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8. Most commercial messages are in writing at some point in the process 1. This is why writing skills are so critical to business in general and Marketing  in particular Information theory 4. Channel 9. The medium for transmitting information 5. Cues 10. Means of encoding information 6. Channel richness 11. The number of different cues a channel can carry 7. Examples 12. Face to face 2. The richest medium 13. Television 3. Print, graphics, sound, motion, color 14. Print 4. The sparsest medium 8. The point 15. The information richness of a channel is a constraint on the type of message we  can transmit 16.
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This note was uploaded on 05/10/2010 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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Study_Guide_for_Lecture_18_-_Promotion_Theory - Study guide...

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