Chapter 10-4PLAN PROMOTION

Any form of communication used to inform, persuade, or remind

Used to influence knowledge, beliefs, and actions about products, service, or ideas.

PROMOTION

The exchange of information so there is common understanding by all participants

EFFECTIVE COMMUNICATION

Encode Decod

eInformation

Personalized Promotion: direct, individualized communication with prospective customer to assess their needs and assist them in satisfying those needs Most effective form of promotion Most expensive

Mass Promotion: directed to many people at the same time Not individualized Reach many Cost per customer low

TYPES OF PROMOTION

Any paid form of communication through mass media directed at identified consumers.

Most common advertising media are television, newspapers, magazines, and the Internet.

ADVERTISING

Non-paid promotional communication presented by the media rather than the business or organization being promoted.

PUBLICITY

“No such thing as bad publicity”

Any publicity is good publicity!

Publicity Stunt

It is good

publicity

Ongoing program of non-paid and paid communications.

It is planned to favorable influence public opinion about an organization, marketing effort, idea, or issue.

PUBLIC RELATIONS

Activities and materials designed to reinforce a company’s brand or image.

Includes:ContestsGamesGive awaySelling at low cost

SALES PROMOTION

Combines mass promotion and personalized promotionBegins with promotion through mass media such as newspapers, or the internet.

Prospective customers see advertisement and become interested in the product

The company then provides an way for the customers to gather more personal information

MASS PERSONALIZATION