Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Marketing research wikipedia , lookup
Services marketing wikipedia , lookup
Social marketing wikipedia , lookup
History of marketing wikipedia , lookup
Networks in marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Marketing communications wikipedia , lookup
CHAPTER 15 Promotion Means Effective Communication 15.1 Promotion as a Form of Communication 15.2 Types of Promotion 15.3 Mixing the Promotional Plan MARKETING © South-Western Thomson 2 PROMOTION AS A FORM OF COMMUNICATION GOALS for Lesson 15.3 Explain the three roles of promotion in marketing. Describe how the communication process works in marketing. Define the two types of communication that are important to marketers. MARKETING © South-Western Thomson 3 The Role of Promotion in Marketing Inform Persuade Remind MARKETING © South-Western Thomson 4 Promotion Is a Communication Process Sender Encoding by the sender Message channel Receiver Decoding by the receiver Noise Feedback MARKETING © South-Western Thomson 5 The Communication Process Sender Encoding by Sender Message Channel Receiver Decoding by Receiver Feedback Noise MARKETING © South-Western Thomson 6 Types of Communication Interpersonal communication Two-way communication Involves two or more people in some kind of person-to-person exchange Mass communication One-way communication Involves communicating to huge audiences, usually through mass media such as magazines, radio, television, or newspapers MARKETING © South-Western Thomson 7 TYPES OF PROMOTION GOALS for Lesson 15.2 Describe the advantages and disadvantages of advertising and publicity as types of promotion. Explain the advantages and disadvantages of personal selling as a type of promotion. Define sales promotion and describe its advantages and disadvantages as a type of promotion. MARKETING © South-Western Thomson 8 Advertising Advantages of advertising Disadvantages of advertising MARKETING © South-Western Thomson 9 Examples of Mass Media Advertising Direct mail Outdoor Magazines Newspaper Internet Radio Television MARKETING © South-Western Thomson 10 Publicity Advantages of publicity Disadvantages of publicity MARKETING © South-Western Thomson 11 Personal Selling Advantages of personal selling Disadvantages of personal selling MARKETING © South-Western Thomson 12 Sales Promotion Advantages of sales promotion Disadvantages of sales promotion MARKETING © South-Western Thomson 13 MIXING THE PROMOTIONAL PLAN GOALS for Lesson 15.3 Explain the four major factors that affect the promotional mix. Describe the seven steps in the promotional planning process. MARKETING © South-Western Thomson 14 Elements of a Promotional Mix Advertising Personal selling Publicity Sales promotion MARKETING © South-Western Thomson 15 Factors that Affect the Promotional Mix Marketing Mix Target Policy and Financial Market Objectives Resources Promotional Mix MARKETING © South-Western Thomson 16 Promotional Planning The promotional plan is a carefully arranged sequence of promotions designed around a common theme responsive to specific objectives. MARKETING © South-Western Thomson 17 The Steps in Promotional Planning Analyze the market Identify the target market Develop promotional objectives Develop a promotional budget Select the promotional mix Implement the promotional plan Evaluate the results MARKETING © South-Western Thomson