ch12 Promotion I0

ch12 Promotion I0 - PROMOTION I r th you y sit wi lease s...

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1 Advertising PROMOTION I C296 class 17: Chapter 12 Instructor: Chen Wang Nov,8,2011 P l e a s i t w h y o u r g p m b d !
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Agenda § Promotion Mix § Advertising § Public Relations 2
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Promotion Mix Advertising Public Relations Personal Selling Sales Promotion Direct Marketing 3
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4
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1. Set objectives (Mission) 2. Decide budget (Money) 3. Choose message (Message) 4. Decide media (Media) 5. Evaluate effectiveness (Measurement) Developing the Advertising Program 5 5 M’s
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1. Set Objectives—(Mission) § To inform § To persuade § To remind 6
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To Inform § Telling the market about a new product § Explaining how a product works § Suggesting new uses for a product § Informing the market of a price change § 7
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To Persuade § Encouraging switching to a brand § Persuading consumers to purchase now § Building brand preference § Convincing consumers to tell others about a brand § 8
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To Remind § Increasing brand awareness § Keeping the brand in the consumer’s mind during off-seasons § Reminding consumers that the product may be needed in the near future § 9
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This note was uploaded on 12/13/2011 for the course COMM 296 taught by Professor Dasgupta during the Winter '08 term at UBC.

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ch12 Promotion I0 - PROMOTION I r th you y sit wi lease s...

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