Chapter 13

Chapter 13 - Chapter 13: Promotion Promotion: communicating...

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Chapter 13: Promotion o Promotion : communicating info between the seller and potential buyer or others in the channel to influence attitudes and behavior o Several promotion methods are available Personal selling : involves direct spoken communication between sellers and potential customers Can be very expensive Mass selling : communicating with large numbers of potential customers at the same time Can be less expensive Advertising: any paid form of personal presentation of ideas, goods, or services by an identified sponsor Main form of mass selling Less is spent on advertising than personal selling or sales promotion Publicity : any unpaid form of nonpersonal presentation of ideas, goods, or services Man companies write press releases hoping to generate publicity in newspapers, magazines, or on TV Media don’t always say or show what firm intends Sometimes customers pass publicity on Sales promotion : refers to promotion activities-other than advertising, publicity, and personal selling-that stimulate interest, trial, or purchase by final customers or others in the channel o Someone must plan, integrate, and manage the promotion blend In combination, the different promotion methods complement one another Sales managers : concerned with managing personal selling Advertising managers : manage their company's mass selling effort-in TV, newspapers, magazines, and other media Job is choosing right media and developing ads Public relations: communication with noncustomers, including labor, public interest groups, stockholders, and government Sales promotion managers : manage their company's sales promotion effort Send a consistent and complete message Integrated marketing communications : intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message Consistency is harder when different firms in the channel handles different aspects of the promotion effort Chick-fil-a o Which methods to use depends on promotion objectives
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This note was uploaded on 03/05/2012 for the course BUSI 406 taught by Professor Perreault during the Fall '11 term at UNC.

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Chapter 13 - Chapter 13: Promotion Promotion: communicating...

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