Chapter 13 - Promotion
Promotion - communicating information bw a seller and buyer/channel members to
influence attitudes/behavior. use several tools together to achieve a company’s
overall promotion goals.
tells the t/m that the right Product is available in the right Place at the right Price.
: direct spoken communication bw sellers and potential customers.
Immediate feedback, adapt the 4Ps now.
Sales force - very expensive to build,
: communicating with large numbers of potential customers
simultaneously, t/m is large/dispersed (cheaper than PS), no immediate feedback.
any paid form of nonpersonal presentation of ideas, goods,
or services by an identified sponsor. tv, radio, magazines, billboards, direct
any unpaid form of nonpersonal presentation of ideas, goods, or
gets stories about company’s products in mass media w/o paying
costs. A car company sent three automobile magazines some technical
information and explanations about the features of its innovative new model.
One of the magazines later printed a story about the car.
: interest, trial, purchase (customers/channel members). not
advertising, p/s, publicity. for consumers, middlemen, firm’s ee. Compliments PS
Ie: consumers: contests; coupons; aisle displays; free samples (expensive – d/b
targets those w/ high interest); trade show displays; POP; banners; f/b programs;
sponsored special events.
Ie: middlemen: price deals; promotion allowances; sales contests; calendars; gifts;
trade show displays; meeting sponsorships; catalogs; videos; merchandising aids.
Ie: sales force: contests; bonuses; meeting sponsorships; customized portfolios;
displays; sales aids; training materials.
Implemented fast, get results sooner.
More money is spent on sales promotion and personal selling than on mass media
Each has strengths, weaknesses, and activities. Make a plan for the parts of the
overall promo blend.
: manage personal selling. Building/maintaining channels of
distribution/middlemen. may double as the marketing manager.
: manage mass selling, in-house advertising, outside agencies. can
(PR)—communication with noncustomers, ie: labor, public
interest groups, govt