文档介绍：Chapter 12 munications and Personal Selling
munications
and Personal Selling
Prepared by
Deborah Baker
Texas Christian University
Chapter 12
Promotion
Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
1
The Role of Promotion
Overall Marketing Objectives
Marketing Mix
Product
Distribution
Promotion
Price
Target Market
Promotional Mix
Advertising
Public Relations
Personal Selling
Sales Promotion
Promotion Plan
1
Advertising Media
Traditional
Advertising Media
Electronic Advertising Media
Television
Radio
Newspapers
Magazines
Books
Direct mail
Billboards
Transit cards
Electronic mail
Interactive video
2
On Line
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Public Relations
Evaluates public attitudes
Identifies areas
of public interest
Executes programs to “win” public
Functions of
Public Relations
2
Publicity
Public information about pany, good, or service appearing in the mass media as a news item.
2
Sales Promotion
Free samples
Contests
Premiums
Trade Shows
Vacation Giveaways
Coupons
Popular Tools
for
Consumer Sales
Promotion
2
Integrated Marketing
Communications
A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.
3
munication
Categories of
Communication
Interpersonal
Communication
Mass
Communication
4
munication Process
Noise
Sender
Encoding Message
Feedback
Channel
Message
Channel
Decoding
Message
Receiver
4
Goals and Tasks of Promotion
Informing
Reminding
Persuading
Target
Audience
PLC Stages:
Introduction
Early Growth
PLC Stages:
Growth
Maturity
PLC Stages:
Maturity
5
The AIDA Concept
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
6
AIDA and the Promotional Mix
Awareness
Interest
Desire
Action
Advertising
Very
effect