We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byDana Chesterman
Modified over 2 years ago
© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 15 EFFECTIVE PROMOTION MEANS EFFECTIVE COMMUNICATION 15-1Promotion as a Form of Communication 15-2Types of Promotion 15-3Mixing the Promotional Plan CHAPTER 15
© 2009 South-Western, Cengage LearningMARKETING Chapter 15 2 Focus Questions: What kind of person comes to mind when you think of the Marine Corps? How does this ad compare with your preconceptions? Sometimes a company must overcome well- established perceptions to persuade people to try its product. What barriers do you think the Marines are challenging with this ad? ©CREATED BY JWT ATLANTA FOR THE UNITED STATES MARINE CORPS.
© 2009 South-Western, Cengage LearningMARKETING Chapter 15 3 PROMOTION AS A FORM OF COMMUNICATION GOALS Explain the function of promotion as part of the marketing mix. Describe the communication process and identify its eight elements. Explain the three roles of promotion in marketing. Define the two types of communication that are important to marketers. 15-1
© 2009 South-Western, Cengage LearningMARKETING Chapter 15 4 Promotion as Part of the Marketing Mix Promotion Inform Persuade Remind
© 2009 South-Western, Cengage LearningMARKETING Chapter 15 5 Promotion Is a Form of Communication Sender Message Encoding by the sender Message channel Receiver Decoding by the receiver Noise Feedback
© 2009 South-Western, Cengage LearningMARKETING Chapter 15 6 The Communication Process
© 2009 South-Western, Cengage LearningMARKETING Chapter 15 7 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
© 2009 South-Western, Cengage LearningMARKETING Chapter 15 8 TYPES OF PROMOTION GOALS Explain the advantages and disadvantages of advertising as a type of promotion. Describe the ways that public relations can be used to generate publicity. Identify the benefits and drawbacks of using personal selling to promote a product or service. Explain the advantages and disadvantages of using short-term incentives as sales promotions. 15-2
© 2009 South-Western, Cengage LearningMARKETING Chapter 15 9 Advertising Advantages of advertising Disadvantages of advertising
© 2009 South-Western, Cengage LearningMARKETING Chapter Examples of Mass Media Advertising Ambient Direct mail Internet Outdoor Print Radio Television
© 2009 South-Western, Cengage LearningMARKETING Chapter Public Relations Advantages of public relations Disadvantages of public relations
© 2009 South-Western, Cengage LearningMARKETING Chapter Personal Selling Advantages of personal selling Disadvantages of personal selling
© 2009 South-Western, Cengage LearningMARKETING Chapter Sales Promotion Advantages of sales promotion Disadvantages of sales promotion
© 2009 South-Western, Cengage LearningMARKETING Chapter MIXING THE PROMOTIONAL PLAN GOALS Explain the five major factors that affect the promotional mix. Describe the seven steps in the promotional planning process. 15-3
© 2009 South-Western, Cengage LearningMARKETING Chapter Elements of the Promotional Mix Advertising Personal selling Public relations Sales promotion
© 2009 South-Western, Cengage LearningMARKETING Chapter The Promotional Mix Promotional objective Target market Marketing mix Company philosophy Resources
© 2009 South-Western, Cengage LearningMARKETING Chapter Promotional Planning The promotional plan is a carefully arranged sequence of promotions designed around a common theme responsive to specific objectives.
© 2009 South-Western, Cengage LearningMARKETING Chapter The Steps in Promotional Planning Evaluate the results Implement the promotional plan Develop the promotional mix Set the promotional budget Identify promotional objectives Select the target market Research and analyze the market
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Promotion Strategy Glencoe Entrepreneurship: Building a Business Developing a Promotion Strategy Budgeting and Implementing Promotional Plans 12.1.
Promotion Means Effective Communications Marketing Chapter 15.
Planning the Promotion Advertising and Sales Promotion 1 Public Relations and Personal Selling.
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
INTEGRATED MARKETING COMMUNI- CATIONS AND DIRECT MARKETING C HAPTER.
Chapter 16 © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole.
1. 2 Objectives Describe the role of promotion. List three goals of promotion. Describe how the communication process works in promotion. Explain the.
Part Seven Promotion Decisions 18 Integrated Marketing Communications.
Promotion Chapter 15. Promotion Communication to inform, persuade, and/or remind consumers about an organizations products and services.
Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 16 Integrated Marketing Communications Professor Close.
Promotional strategy Module 8. Session overview The role of promotion in the marketing mix Elements in the promotional mix Integrated marketing communications.
Lenrning Objectives: Communications and the Promotional Mix 1.Define the term promotional mix. 2.List the five elements of the promotional mix. 3.List.
Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements.
Communicating Customer Value: Integrated Marketing Communications Strategy 14 Principles of Marketing.
Integrated Marketing Communications Copyright © Houghton Mifflin Company. All rights reserved. PowerPoint Presentation by Charlie Cook 17 Part Five Promotion.
Advertising, Sales Promotion, and Public Relations Chapter 19 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights.
I n t e r n a t i o n a l M a r k e t i n g Integrated Marketing Communications and International Advertising Chapter t h E d i t i o n P h i l.
1 Part Seven : Promotion Strategy Part Seven : Promotion Strategy ( Chapter14-Chapter16)
© 2009 South-Western, a part of Cengage Learning Chapter 1 The World of Advertising and Integrated Brand Promotion PPT 1-1.
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Chapter 15 Integrated Marketing Communications.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing 4/e by Quester, McGuiggan, Perreault and McCarthy 15–1 Part 3: The marketing mix Chapter.
Integrated Marketing Communication Strategy Chapter 15.
Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 1 Marketing Essentials Chapter 17 Promotional Concepts and Strategies Section.
PowerPoint slides by R. Dennis Middlemist Colorado State University Chapter 14 Communication and Negotiation Hitt Black Porter m a n a g e m e n t.
Planning the Promotion Planning the Promotion Advertising and Sales Promotion Advertising and Sales Promotion 2 Public Relations and Personal Selling.
Essentials of Marketing Chapter 13 Promotion – Introduction to Integrated Marketing Communication McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill.
Foundations of Chapter M A R K E T I N G Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Marketing Communications Strategy 18.
By Suwattana Sawatasuk. The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.
© 2016 SlidePlayer.com Inc. All rights reserved.