Lecture Session 4

What Is Promotion? Aspect of the marketing mix concerned with the most effective techniques for selling a product

Information and Exchange Values ,[object Object],[object Object],[object Object],[object Object],[object Object]

Promotional Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]

Promotional Strategies ,[object Object],[object Object]

The Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Target Audience: Promotion and the Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Consumer Buying Process and the Promotional Mix

What Is Advertising? Promotional tool consisting of paid, nonpersonal communication used by an identified sponsor to inform an audience about a product

Advertising Strategies ,[object Object],[object Object],[object Object],[object Object]

What Is Advertising Media? Variety of communication devices for carrying a seller’s message to potential customers

Advertising Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What Is an Advertising Campaign? Arrangement of ads in selected media to reach targeted audiences

What Is an Advertising Agency? Independent company that provides some or all of a client firm’s advertising needs

What Is Personal Selling? Promotional tool in which a salesperson communicates one-on-one with potential customers

What Is Telemarketing? Use of telephone solicitations to conduct the personal selling process

Sales Force Management ,[object Object],[object Object],[object Object],[object Object],[object Object]

Personal Selling Situations ,[object Object],[object Object]

What Is a Sales Promotion? Short-term promotional activity designed to stimulate consumer buying or cooperation from distributors, sales agents or other members of the trade

Types of Sales Promotions ,[object Object],[object Object],[object Object],[object Object],[object Object]

What Is Publicity? Promotional tool in which information about a company or product that is transmitted by general mass media

What Is Public Relations? Company-influenced publicity directed at building goodwill with the public or dealing with unfavorable events

Lecture Session 4

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