Chapter 16 - Chapter 16: Developing and Implementing...

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Chapter 16: Developing and Implementing Customer-Oriented Marketing Plans I. Promotion and the Promotion Mix a. Promotion : a.i. an effort by marketers to inform and remind people in the target market about products and to persuade them to participate in an exchange b. tools of promotion b.i. advertising b.ii. personal selling b.iii. sale promotions b.iv. public relations b.v. all make up the promotional mix c. integrated marketing communication (IMC) : c.i. combines all the promotional tools into one comprehensive, unified promotional strategy d. push strategies d.i. personal selling d.ii. sales incentives d.iii. trade promotions e. pull strategies e.i. advertising e.ii. consumer promotions e.iii. loyalty program II. Advertising: Fighting to keep consumer interest a. Advertising : a.i. Paid, non-personal communication through various media by organizations and individuals who are in some way identified in the advertising message b. Propaganda : b.i. Non-personal communication that doesn’t have an identified sponsor; often distributed by government in various countries c. How does public benefit from advertising? c.i. They’re informative c.ii. Cover the major costs of producing newspapers and magazines d. Advantages and disadvantages of different media d.i. Newspapers d.i.1. good coverage of local markets; ads can be placed quickly; high consumer acceptance; ads can be clipped and saved d.i.2. ads compete with other feature sin paper; poor color; ads get thrown away with paper d.ii. Television d.ii.1. uses sight, sound, and motion; reaches all audiences; high attention with no competition from other material
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d.ii.2. high cost; short exposure time; takes time to prepare ads. Digital video recorders skip over ads d.iii. Radio d.iii.1. low cost; can target specific audiences; very flexible; good for local marketing d.iii.2. people may not listen to ad; depends on one sense (hearing); short exposure time; audience can’t keep ad d.iv. Magazines d.iv.1. can target specific audiences; good use of color; long life of ad; ads can be clipped and saved d.iv.2. inflexible; ads often must be placed weeks before publication cost is relatively high d.v. Outdoor d.v.1. high visibility and repeat exposures; low cost; local market focus d.v.2. limited message; low selectivity of audience d.vi. Direct mail d.vi.1. best for targeting specific markets; very flexible; ad can be saved d.vi.2. high cost; consumers may reject ad as junk mail; must conform to post office regulations d.vii.
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Chapter 16 - Chapter 16: Developing and Implementing...

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