Marketing Ch17 part2

Marketing Ch17 part2 - Select the Communications Channel...

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Select the Communications Channel: Personal communications channels let two or more persons communicate face-to-face, person-to-audience, over the telephone, or through e-mail. Advocate channels consist of company sales people contacting buyers in the target market. Expert channels consist of independent experts making statements to target buyers. Social channels consist of neighbors, friends, family members and associates talking to target buyers. Nonpersonal channels are communications directed to more than one person and include media, sales promotion, events and experiences, and public relations. Establish the total marketing communications budget: o Affordable Method – Many companies set the promotion budget at what they think the company can afford. o Percentage-of-sales Method – Many companies set promotion expenditures at a specified percentage of sales or of the sales price. o
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This note was uploaded on 03/02/2011 for the course MRKT 685 taught by Professor Choi during the Spring '11 term at Rutgers.

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Marketing Ch17 part2 - Select the Communications Channel...

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