Chapter 13-Promotion Introduction to Integrated Marketing Communications

Chapter 13-Promotion Introduction to Integrated Marketing Communications

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Chapter 13-Promotion: Introduction to Integrated Marketing Communications Sunday, April 24, 2011 5:49 PM 1. Promotion Communicates to Target Markets 1.a. Promotion: communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior 1.a.i. Involves telling customers that the right Product is available a the right Place at the right Price 1. Several Promotion Methods are Available 1.a. Personal selling-flexibility is its strength 1.a.i. Personal selling: involves direct spoken communication between sellers and potential customers 1.a.ii. Get immediate feedback, which helps them to adapt 1.a.i. Can be very expensive 1.a. Mass selling involves advertising and publicity 1.a.i. Mass selling: communicating with large numbers of potential customers at the same time 1.a.ii. Advertising: any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor; main form of mass selling 1.a. Publicity avoids media costs 1.a.i. Publicity: any unpaid form of nonpersonal presentation of ideas, goods, or services 1.a.ii. Problem: the media doesn’t always say or show what the firm intends 1.a. Sometimes customers pass publicity on 1.a.i. People have always been able to tell friends about an interesting ad, story, or product, but customers can instantly spread internet messages to many people at once 1.a. Sales promotion tries to spark immediate interest 1.a.i. 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 1.a.ii. May be aimed at consumers, intermediaries, or at a firm's own employees 1.a.iii. Designed to produce immediate results 1.a. Less is spent on advertising than personal selling or sales promotion 1. Someone Must Plan, Integrate, and Manage the Promotion Blend 1.a. Usually the responsibility of specialists (sales managers, advertising managers, and promotion managers) to develop and implement the detailed plans for the various parts of the overall promotion blend 1.a. Sales managers manage salespeople 1.a.i. Sales managers: are concerned with managing personal selling 1.a.i. Responsible for building good distribution channels and implementing Place policies 1.a. Advertising managers work with ads and agencies
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1.a.i. Advertising managers: manage their company's mass-selling effort (in TV, newspapers, magazines, and other media) 1.a.i. Public relations: communication with noncustomers (labor, public interest groups, stockholders, and the government) 1.a. Sales promotion managers need many talents 1.a.i. Sales promotion managers: manage their company’s sales promotion effort 1.a. Marketing manager talks to all, blends all 1.a.i. The marketing manager must weigh the pros and cons of the various promotion methods and then devise an effective promotion blend->fitting in the various departments and personalities and coordinating their efforts
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Chapter 13-Promotion Introduction to Integrated Marketing Communications

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