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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- Fall '10
- reaves
- Marketing, Advertising, Personal Selling, media advertising
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