Lecture (WK7)

Lecture (WK7) - Lecture (WK7) ChapterXIV PROMOTION

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Lecture (WK7) Chapter XIV PROMOTION SEVERAL PROMOTION METHODS ARE AVAILABLE Promotion: Involves communicating information between seller and buyer to  influence attitude and behavior   A) Personal Selling: Direct spoken communication   B) Mass Selling: Communicating with a large number of customers advertising:  Paid form of nonpersonal ideas, etc.   C) Publicity: Unpaid form of nonpersonal ideas, etc.   D) Sales Promotion: Activities other than A, B, and C, which stimulate interest,  trial, purchase, etc.  WHICH METHODS TO USE DEPEND ON PROMOTION OBJECTIVES Reinforcing present attitudes or changing attitudes and behavior Three types of promotion objectives:   1) Informing: educating   2) Persuading: Develop favorable attitudes   3) Reminding: Repeat sales PROMOTION REQUIRES EFFECTIVE COMMUNICATION The communication process.  Note: Different audiences see the same message in different ways. When indirect channels are best -- middlemen can often help producers serve  Ron_Knapp_L7.doc
Background image of page 1

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

View Full DocumentRight Arrow Icon
customer needs at a lower cost.  HOW TYPICAL PROMOTION PLANS ARE BLENDED/INTEGRATED Pushing: uses personal selling, advertising, sales promotion. Sales people 
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 5

Lecture (WK7) - Lecture (WK7) ChapterXIV PROMOTION

This preview shows document pages 1 - 3. Sign up to view the full document.

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