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Chap 17 - 8 Promotion Strategy Analyze consumer-product...

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1 Chapter 17: Consumer Behavior  and Promotion Strategy This chapter is part of Section 5: Consumer Analysis and  Marketing Strategy
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2 Promotion Strategy Issues Promotion Promotion Promotion
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3 Promotion Mix Advertising Sales Promotions Personal Selling Publicity
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4 Promotion Communications Goals of Promotion Communications Category need stimulation Brand awareness Brand attitude Brand purchase intention Facilitate other behaviors
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5 Promotion Affect and Cognition Attitude toward the Ad Persuasion Elaboration Likelihood Model Central and Peripheral Routes to Persuasion
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6 Promotion Behavior Information contact Intentional vs. Incidental Word-of-Mouth communication
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7 Promotion Environment Clutter
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Unformatted text preview: 8 Promotion Strategy Analyze consumer-product relationships FCB grid Determine objectives and budget Inform, Remind, Influence behaviors and/or Affect Design and implement strategy Promotion, Advertising, Personal Selling Evaluate effects of strategy Sales, Recall, Persuasion 9 Summary Promotion strategy issues studied using the wheel of consumer analysis Promotion affect and cognition Attitude toward the Ad Persuasion Promotion behavior Information contact Word-of-Mouth communication Promotion environment Clutter Level of competition Promotion strategy...
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