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Unformatted text preview: Promotion Communicates to Target Markets Promotion: is communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior. Personal Selling: involves direct spoken communication between sellers and potential customers. Flexibility is its strength. Mass Selling: communication with large numbers of potential customers at the same time. Its is less flexible that personal selling but when the target market is large and scattered, mass selling can be less expensive. Advertising: is any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. Publicity: is any unpaid form of non-personal presentation of ideas, goods or services. But they try to attract attention to the firm and its offerings without having to pay media costs. Promotion: refers to promotion activities other than advertising, publicity, and personal selling – that stimulate interest, trail, or purchase by final customers or others in the channel. Sales promotion can be implemented quickly and get results sooner. Sales promotions are aimed at final consumers, middlemen, and a company’s own sales force. Integrated marketing communications The international coordination of every communication from a firm to a target customer to convey a consistent and complete message. Sales Managers: are concerned with managing personal selling. Often is responsible for building good distribution channels and implementing Place policies. Advertising Managers: manage their company’s mass-selling effort – in television, newspapers, magazines, and other media. Their job is choosing the right media and developing ads. This may also be handled by advertising agencies. Sales Promotion Managers: manage their companies’ sales promotion effort Sales promotion activities vary so much that many firms use both inside and outside spets. Marketing Manager: determining the blend of promotion methods is a strategy decision for the Marketing Manager. This person must weigh in the pros and cons of the various promotion methods, then devise an effective promotion blend – fitting in the various departments and personalities and coordinating their efforts. Effective blending of the firms promotion efforts should produce integrated marketing communications – the international coordination of every communication from a firm to a target customer to convey a consistent and complete message. To get effective coordination, everyone involved with the promotion effort must clearly...
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This note was uploaded on 02/23/2012 for the course BUSI 406 taught by Professor Perreault during the Fall '11 term at UNC.
- Fall '11