Chapter 14 - Chapter 14 Promotion Communicates to Target...

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Chapter 14 Promotion Communicates to Target Markets Promotion is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior. o Telling the TC that the right product is available at the right price at the right place Several basic types of promotion: o Personal selling, mass selling, and sales promotion Several Promotion Methods Are Available Personal Selling involves direct spoken communication between sellers and potential costumers o Salespeople get immediate feedback Mass Selling is communicating with large numbers of potential customers at the same time o Advertising is the main form of mass selling Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. o Publicity is free Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services When costumers reach out for specific information to help solve a problem, many find publicity more credible and valuable than advertising Sales Promotion refers to promotion activities—other than advertising, publicity, and personal selling—that stimulate interest, trial, or purchase by final customers or others in the channel o Can usually be implemented quickly and get results sooner Someone Must Plan, Integrate, and Manage the Promotion Blend In combination, these all complement one another Sales Managers are concerned with managing personal selling o Responsible for building good distribution channels and implementing Place policies Advertising Managers manage their company’s mass-selling effort—in TV, newspapers, magazines, and other media. o Their job is choosing the right media and developing ads Sales Promotion Managers manage their company’s sales promotion effort. o Sales promo activities vary so much that many firms use both inside and outside specialists Determining the blend of promotion methods is a strategy decision—and it is the responsibility of the marketing manager o MM must weigh pros and cons of the various promo blend—fitting in the various departments and personalities and coordinating their efforts
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Effective blending of all the firm’s promo efforts should produce integrated marketing communications —the intentional coordination of every communication from a firm to a TC to convey a consistent and complete message To get effective coordination, everyone involved with the promo effort must clearly understand the plan for the overall marketing strategy Which Methods to Use Depends on Promotion Objectives MM usually has to set priorities for the promo objectives
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Chapter 14 - Chapter 14 Promotion Communicates to Target...

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