Exam 3

Exam 3 - Exam3 Promotion Communicationtopersuade

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Exam 3 19:38 Promotion Communication to persuade Helps develop a competitive advantage How you serve the market needs better than your competitor The communications process Sender They need to have a message that they want to convey You take this idea and encode it into some kind of form you can send out You then transmit the message Receiver Receive the message Then you decode the message Then you understand the message Receiver back to Sender This whole communication process is “noise” Everything out there that is distracting you 2 basic types of communication Interpersonal Much more one-on-one
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Mass communication Sent out to a large number of people 4 Elements of the Promotional Mix Advertising One-way communication Mass communication It’s paid for (costs money) Public Relations Evaluates public attitudes Identifies organizations that you may be interested in Sales Promotion Short-term incentives designed to make a sale Ex. coupons, displays, etc. Personnel selling It’s face-to-face and interpersonal Every other element is one-way mass communication Between two people with an opportunity for someone to sell to you 3 Basic goals promotion can have Informing
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Persuading Reminding AIDA Concept Attention The first thing a promotional message wants to do is get your attention Interest They’ve gotten your attention and now they want to keep you hooked Desire They want you to desire what they’re selling Action They want you to do something Ex. Call, go to the store, etc. Advertising Paid one-way mass communication Institutional Promoting the company itself Ex. General Electric, Shell Advocacy advertising Companies engage in advocacy advertising because they want you to know how they  stand or to break away from government control
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This note was uploaded on 10/07/2011 for the course MKT 3401 taught by Professor Jaber during the Spring '08 term at LSU.

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Exam 3 - Exam3 Promotion Communicationtopersuade

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