Chapter 14 - Chapter 14 Promotion o Promotion is the...

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Chapter 14 Promotion o Promotion is the function of informing, persuading, and influencing a purchase decision. o Integrated marketing communications is the coordination of all promotional activities – media advertising, mail, personal selling, etc. Integrated Marketing Communications o Must take a broad view and plan for all forms of customer contact. o Create unified personality and message for the good, service or brand. Promotional mix o Promotional mix - combination of personal and nonpersonal selling techniques o Personal selling – interpersonal promotional process involving a seller’s face-to-face presentation to a prospective buyer. o Nonpersonal selling – advertising, sales promotion, direct marketing, and public relations. Objectives of Promotional Strategies o Differentiate product o Provide info o Stabilize sales o Increase sales o Accentuate product value Promotional planning o Product placement – marketers pay placement fees to have their products
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Chapter 14 - Chapter 14 Promotion o Promotion is the...

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