Lecture 17 - Lecture 17 Ch 14 1. Chapter 14 - Promotion -...

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Lecture 17 – Ch 14 1. Chapter 14 - Promotion - Introduction to Integrated Marketing Communication o Importance of promotion Promotion methods Managing promotions Effective communication Blending promotion o Several Promotion Methods Are available Different methods of promotion - communicating information between seller and potential buyer for others in the chain to influence Personal selling - direct spoken communication between seller and customers Mass Selling - communicating with a large number of potential customers at the same time Advertising - any paid form of non personal presentation of ideas, good or services by an identified sponsored - Radio, TV, mail, email Publicity - any unpaid of non personal presentation of ideas, goods or services by an indentified sponsored Sales promotion - stimulate trial and option of purchase Personal selling Mass Advertising Publicity o Sales promotions tries to spark immediate interest
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Lecture 17 - Lecture 17 Ch 14 1. Chapter 14 - Promotion -...

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