MGT 3300 Note 11

MGT 3300 Note 11 - June 13th, 2011 Marketing management The...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing management June 13th, 2011
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The four elements of Personal Selling Advertising Public Relations Sales Promotion
Background image of page 2
Promotional toolkit Direct communication Personal selling : direct communication but expensive Mass communication Advertising : paid mass media, non personal Public Relations/Publicity : unpaid mass media, non personal Sales promotion Other promotional activities such as contests,
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Stages of the product life cycle The stage of a product’s life cycle affects decisions regarding the promotion mix Introduction Advertising plus personal selling and sales promotion to generate awareness Growth/Maturity Consumer goods = advertising Business advertising = personal selling and sales promotion Decline
Background image of page 4
Different adopter categories seek different promotional input due to their personality profiles Innovators Well educates, connected, rely on impersonal often scientific info Early adopters Opinion leaders, lean toward salepeople Early majority Avoid risk, multi-source Late majority
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
advertising Paid Mass Media Communications A paid non-personal communication about an organization and its products transmitted to a target audience through mass media Advertising is changing as mass media consumption habits are changing Traditional plus non-traditional forms
Background image of page 6
Mass media Traditional TV Radio Magazine Newspaper Outdoor Non-traditional Out-of home/on-the-go
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Publicity/Public Relations Non-paid mass media A broad set of communication efforts used to
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 24

MGT 3300 Note 11 - June 13th, 2011 Marketing management The...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online