BUAD307_L12_Promotion(1)

BUAD307_L12_Promotion(1) - Promotion Strategies Yi Zhu July...

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Unformatted text preview: Promotion Strategies Yi Zhu July 13, 2011 Marketing Process Identify Problem Analyze Environment Analyze Consumer Segment Market Choose Target Develop Strategy Product Price Place Promo PESTN Competition Position Product Identify Objective Analyze Environment Analyze Consumer Segment Market Choose Target Product Price Place Promo SWOT Competition Position Product Promotion Strategy What is promotion? Any means by the firm to communicate about itself, its products, or its brand Tools of Promotion: Advertising Any paid form of non-personal presentation and promotion by an identified sponsor Sales Promotion Short-term incentives to encourage purchase Personal Selling Personal presentation and promotion by the seller Public Relations Building, maintaining, or repairing a relationship with the public Promotion Promotional Mix Consistent, clear, and compelling company and brand messages Advertising Personal Selling Public Relations Sales Promotions Carefully blended mix of promotion tools Communication Process Message to be conveyed Encode message Receive message Transmit message Decode message Message that was understood Sender Feedback channel Receiver Message channel Persuading...
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BUAD307_L12_Promotion(1) - Promotion Strategies Yi Zhu July...

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