promotion - 8 Consumer Promotion(cont ♦ The behavioral...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected]
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2 Promotion Strategy Advertising Sales promotion Personal selling Publicity
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3 Advertising What is advertising? Types of advertisement
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4 Advertising (cont.) Attitude toward the Ad (A ad ) A ad A o , A act Any problems with the above claim? Other issues concerning A ad
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5 Advertising (cont.) The Elaboration Likelihood Model (ELM) The central routes to persuasion The peripheral routes to persuasion Exhibit 17.3
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6 The Elaboration Likelihood Model (cont.) From a consumer perspective, which route is more popular? From a marketer perspective, when do we want consumers to engage in peripheral route processing?
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7 Sales Promotion What is sales promotion? Sales promotion Trade promotion Consumer promotion
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Unformatted text preview: 8 Consumer Promotion (cont.) ♦ The behavioral effect of consumer promotion – Purchase probability – Purchase quantity – Purchase timing – Purchase location 9 Consumer Promotion (cont.) ♦ Effectiveness of sales promotions 10 Personal Selling ♦ What is personal selling? ♦ What kinds of products are traditionally promoted through personal selling? 11 Publicity ♦ What is publicity? ♦ Pros and cons of publicity 12 Once again… ♦ Advertising – Attitude toward the Ad (A ad ) – The Elaboration Likelihood Model (ELM) ♦ Sales promotion – Trade promotion – Consumer promotion – Effectiveness of sales promotion ♦ Personal selling ♦ Publicity – Pros and cons of publicity...
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This note was uploaded on 11/25/2011 for the course MAR 3503 taught by Professor Kim,j during the Fall '08 term at University of Central Florida.

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promotion - 8 Consumer Promotion(cont ♦ The behavioral...

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