Week 7 - PowerPoint slides covering chapters 14 & 15

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Chapter 14 Promotion— Introduction to Integrated Marketing Communications
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Marketing Strategy Planning Process
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CH 16: Advertising & Sales Promotion Promotion methods Managing promotion Effective communication Blending promotion CH 15: Personal Selling and Customer Service CH 14: Promotion Intro. to Integrated Marketing Communications Promotion and Marketing Strategy Planning (Exhibit 14-1)
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Mass Selling Personal Selling Sales Promotion Different methods of promotion Advertising Publicity Several Promotion Methods Are Available
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Contests Coupos Aisle displays Samples Trade shows Point-of-purchase materials Frequent buyer programs Sponsored events Sales Promotion Tries to Spark Immediate Interest (Exhibit 14-2) Aimed at consumers or users Price deals Promotion allowances Sales constests Trade shows Meetings Catalogs Merchandising aids Videos Aimed at wholesalers or retailers Meetings Sales aids Training materials Aimed at company’s own sales force
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Sales Promotion
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Sales Promotion Managers Advertising Managers Sales Managers Marketing Mangers Integrated Marketing Communications Someone Must Plan, Integrate, and Manage the Promotion Blend
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Persuading Informing Reminding Which Method to Use Depends on Promotion Objectives
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Decision Confirmation Reminding Desire Evaluation Trial Persuading Attention Interest Awareness Interest Informing
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This note was uploaded on 06/15/2010 for the course MK 351DLB taught by Professor Joibascomb during the Spring '10 term at Park.

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Week 7 - PowerPoint slides covering chapters 14 & 15

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