Chapter 13 - Promotion Strategy

Chapter 13 - Promotion Strategy - CHAPTER 13 PROMOTION...

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Unformatted text preview: CHAPTER 13 PROMOTION STRATEGY PROMOTION STRATEGY Communication Process Promotion Decision Process Major Promotion Areas COMMUNICATION PROCESS Process Marketing Application Source Sender of message Encode Design message Message Personal or non-personal channel Decode Receiver interprets message Receiver Target market receives message PROMOTION DECISION PROCESS Choose Target Market(s) Establish Promotional Objectives Measure Promotional Results PROMOTION OBJECTIVES Communication Objectives- To inform- To remind Behavior Objectives- To sell- To take some action PROMOTION PROCESS Resource Metrics Identified Select Promotional Tools Execute Promotional Strategy MAJOR PROMOTION AREAS Sales Promotion Publicity Advertising Personal Selling Direct Marketing SALES PROMOTION Consumer promotions Business promotions Paid forms of promotion with quick stimuli results CONSUMER SALES PROMOTION Frequent flyer points Coupons Rebates SPRING BREAK SALES PROMOTIONS Neutrogena T-shirt GEICO koozie Gillette razors Victorias Secret swimwear BUSINESS SALES PROMOTION Sales contests Pens and pencils Special display in stores PUBLICITY Non-paid form of promotion Publicity must be newsworthy to media Cannot be controlled by sponsor Technology is making newer forms of publicity available SOURCES OF FREE PUBLICITY Write an article Publish a newsletter Promote a cause Publish a book PUBLICITY EXAMPLES BP oil spill Oprahs giveaway World Cup soccer ADVERTISING...
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This note was uploaded on 01/23/2012 for the course MARKETING 3336 taught by Professor Wyatt during the Spring '10 term at University of Houston.

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Chapter 13 - Promotion Strategy - CHAPTER 13 PROMOTION...

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