sesssion 21 - Marketing Management Qiang Liu Marketing...

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Marketing Communication The Last “P” (Promotion) Marketing Management Qiang Liu I know that half of my advertising is wasted. My problem is that I don’t know which half." –John Wanamaker (1930’s)
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2 Introduction In marketing, communication includes more than just advertising and other “promotion”: all other 3Ps (price, place, product) communicate with consumers too. Effective communication requires sender and receiver to share the meaning of the message. Difficult because there is noise at each stage Feedback Loop Sender Encoding Process Message Transmission Decoding Process Receiver Noise What kind of promotion have you encountered in your daily life?
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Types of Promotion Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor (e.g., traditional TV, print ads, product placement, and so on) Two-way flow of communication between buyer and seller, designed to influence the buyer’s purchase intentions, typically face-to-face Which of the two is generally: More customized? More effective for sharing complex information? More expensive in terms of the cost of reaching one person?
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Types of Promotion Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor (e.g., traditional TV, print ads, product placement, and so on) Two-way flow of communication between buyer and seller, designed to influence the buyer’s purchase intentions, typically face-to-face Which of the two is generally: More customized? More effective for sharing complex information? More expensive in terms of the cost of reaching one person?
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Types of Promotion THE PURPOSE Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor (e.g., traditional TV, print ads) Two-way flow of communication between buyer and seller, designed to influence the buyer’s purchase intentions A non-personal, indirectly paid (Co. does not pay for space in mass medium) presentation of an organization, good, or service (e.g., news articles, editorials, product launch announcements).
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Types of Promotion THE PURPOSE Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor (e.g., traditional TV, print ads) Two-way flow of communication between buyer and seller, designed to influence the buyer’s purchase intentions A non-personal, indirectly paid (Co. does not pay for space in mass medium) presentation of an organization, good, or service (e.g., news articles, editorials, product launch announcements).
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Types of Promotion THE PURPOSE Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor (e.g., traditional TV, print ads) Two-way flow of communication between buyer and seller, designed to influence the buyer’s purchase intentions A non-personal, indirectly paid (Corporation does not pay for space in mass medium) presentation of an organization, good, or service (e.g., news articles, editorials, product launch announcements).
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This document was uploaded on 02/06/2011.

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sesssion 21 - Marketing Management Qiang Liu Marketing...

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