Chap13_MAR255Slides

Chap13_MAR255Slides - CHAPTER THIRTEEN Promotion Introduction to Integrated Marketing Communications When we finish this lecture you should 1

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Promotion ± Introduction to Integrated Marketing Communications CHAPTER THIRTEEN
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
When we finish this lecture you should 1. Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods. 2. Understand the importance of promotion objectives. 3. Know how the communication process affects promotion planning. 4. Understand how promotion blends typically vary over the adoption curve and product life cycle. 5. Understand how to determine how much to spend on promotion efforts.
Background image of page 2
Mass Selling Personal Selling Personal Selling Sales Promotion PROMOTION METHODS Advertising Publicity Several Promotion Methods Are Available
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Sales Promotion Tries to Spark Immediate Interest (Exhibit 13-2)
Background image of page 4
Sales Promotion Managers Advertising Managers Sales Managers Someone Must Plan, Integrate, and Manage the Promotion Blend Marketing Mangers Integrated Marketing Communications
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Persuading Informing Informing Persuading Reminding Which Method to Use Depends on Promotion Objectives
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/15/2012 for the course MAR 255 taught by Professor Cushman during the Spring '08 term at Syracuse.

Page1 / 18

Chap13_MAR255Slides - CHAPTER THIRTEEN Promotion Introduction to Integrated Marketing Communications When we finish this lecture you should 1

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online