Chapter 13 - Promotion Strategy

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

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CHAPTER 13 PROMOTION STRATEGY
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PROMOTION STRATEGY Communication Process Promotion Objectives Major Promotion Areas
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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
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PROMOTION OBJECTIVES Communication Objectives - To inform - To remind Behavior Objectives - To sell - To take some action
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MAJOR PROMOTION AREAS Sales Promotion Publicity Advertising Personal Selling Direct Marketing
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SALES PROMOTION Consumer promotions Business promotions Paid forms of promotion with quick stimuli results
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CONSUMER SALES PROMOTION Frequent flyer points Coupons Rebates
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BUSINESS SALES PROMOTION Sales contests Pens and pencils Special display in stores
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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
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SOURCES OF FREE PUBLICITY Write an article Publish a newsletter Promote a cause Post a YouTube message
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PUBLICITY EXAMPLES BP oil spill Oprah’s giveaway World Cup soccer
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Chapter 13 - Promotion Strategy - CHAPTER 13 PROMOTION...

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