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Promotion • What is it? – Communicate with people – Inform them about their needs as it relates to a particular experience – While adding a personal touch that will get them to take action 1-15 ARIMA: Communication Stages • Attention • Recognition • Inclination • Meaning • Actuate (put into action) 2-15 Communication • Source (aka sender) – Credibility • Encoding (translation) • Message (content of words and symbols) – Sidedness – Emotional versus rational appeal – Comparative messages 3-15 Promotion • Forms of communication to consumers 1. Advertising 2. Personal Selling 3. Sales promotion 4. Public or community relations 5. Sponsorship 4-15 Aspects of Promotion • Role of Communication • Information • Personalization 5-15 Advertising • Most visible marketing tool • Steps in an Advertising Campaign 1. Ad objectives 2. Ad budget 3. Creative Decisions 4.Media Strategy 5. Ad evaluation 6-15 Advertising Objectives • Inform • persuade • remind – cause consumers to take action 7-15 Creative Decisions • Identify Benefits • Advertising Appeals – – – – – Health Emotional Fear Sex Pleasure and Fun 8-15 Creative Decisions • Advertising Execution – 1 sided versus 2 sided – Comparative Advertisements – Slice of Life – Scientific – Testimonial – Credibility/Expertise – Trustworthiness – Attractiveness 9-15 Media Strategy What medium or mix will be most effective in reaching the audience? 10-15 Major types of media • • • • • • • • 11-15 Internet Newspapers TV Direct mail Radio Magazines Outdoor Others Personal Selling • Def.: A form of person to person communication in which a salesperson works with prospective buyers and attempts to influence their purchase needs in the direction of the company’s products or services • Benefits 12-15 Sales Promotions • Def.- A variety of short term promotional activities that are designed to stimulate immediate product demand • Examples – – – – – Premiums Contests and Sweepstakes Sampling Point of Purchase Displays Coupons 13-15 Public Relations Def- identifies, establishes, and maintains mutually beneficial relationships between the org and public. 14-15 Public Relations Functions – Image shaping and enhancement via org. publicity – Community relations (examples) – Employee relations – Educational efforts -purpose of gaining popular support – Coping with crisis 15-15