Exam4_FC4 - Promotion 1. Advertising 2. Public relations 3....

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Unformatted text preview: Promotion 1. Advertising 2. Public relations 3. Personal selling 4. Sales promotion Promotional mix: Function of informing, persuading, and influencing the consumer’s purchase decision. 1. Inform 2. Persuade 3. Remind Competitive Notion of differential advantage are the same as _____ advantage. Roles of promotion: Demand Promotions Create awareness and provide information. Promotions seek to stimulate it. Secondary Demand Primary; Selective ____ demand is a desire for product category while ____ demand is a desire for a specific brand After a product category is established, marketers attempt to create ____ for their specific brand. Promotion Promotion Seeks to differentiate the product, which permits flexibility. Accentuates the product’s value, increasing ownership utility; stabilize sales. Integrated Marketing communication (IMC) Marketing Communication s Transmission from a sender to a receiver of a message dealing with the buyer-seller relationship. Coordination of all promotional activities to produce a unified customer-focused promotional message; single voice.single voice....
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This note was uploaded on 09/08/2011 for the course MAR 3023h taught by Professor Kim,j during the Spring '08 term at University of Central Florida.

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Exam4_FC4 - Promotion 1. Advertising 2. Public relations 3....

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