FB 2601 Week 9 0910

FB 2601 Week 9 0910 - Pr omoti ons Pr FB 2601 Week 9 P r...

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Promotions FB 2601 Week 9
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Promotion is actually communication (with your customers) http://www.youtube.com/watch?v=W25pBP
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3 Lear ning Outcomes Discuss the elements of the promotional mix and their role in the marketing mix Explain promotional goals , tasks, and the AIDA concept Describe the factors that affect the promotional mix
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4 Lear ning Outcomes Discuss the creative decisions in developing an advertising campaign Describe media evaluation and selection techniques
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5 The Communication Process LO
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6 The Role of Promotion Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. LO What to say?
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7 Competitive Advantage as the M essage (to be communicated) LO Rapid delivery Low prices Excellent service Unique features High product quality Product
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8 The Promotional Mix LO Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Advertising Public Relations Sales Promotion Personal Selling How to say?
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9 The Promotional Mix LO 1. Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
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10 LO Traditional Advertising Media New Advertising Media Television Radio Newspapers Magazines Books Direct mail Billboards Internet Banner ads E- mail Interactive video Adver tising Media
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11 LO Adver tising Advantages Disadvantages Reach large number of people Low cost per contact Can be micro- targeted Total cost is high
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12 2. Public Relations LO Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance .
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13 LO The Function of Public Relations Maintain a positive image Educate the public about the company’s objectives Introduce new products Support the sales effort Generate favorable publicity e.g. Dove Self-esteem Fund http://www.youtube.com/watch?v=iYhCn0jf46U
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14 3. Sales Promotion LO Sales Promotion Marketing activities-- other than personal selling, advertising, and public relations- -that stimulate consumer buying and dealer effectiveness.
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This note was uploaded on 06/23/2010 for the course NKT FB2601 taught by Professor Gordon during the Spring '10 term at Howard College.

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FB 2601 Week 9 0910 - Pr omoti ons Pr FB 2601 Week 9 P r...

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