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© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 15 EFFECTIVE PROMOTION MEANS EFFECTIVE COMMUNICATION 15-1Promotion as a Form of Communication.

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Presentation on theme: "© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 15 EFFECTIVE PROMOTION MEANS EFFECTIVE COMMUNICATION 15-1Promotion as a Form of Communication."— Presentation transcript:

1 © 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

2 © 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.

3 © 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

4 © 2009 South-Western, Cengage LearningMARKETING Chapter 15 4 Promotion as Part of the Marketing Mix Promotion Inform Persuade Remind

5 © 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

6 © 2009 South-Western, Cengage LearningMARKETING Chapter 15 6 The Communication Process

7 © 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

8 © 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

9 © 2009 South-Western, Cengage LearningMARKETING Chapter 15 9 Advertising Advantages of advertising Disadvantages of advertising

10 © 2009 South-Western, Cengage LearningMARKETING Chapter Examples of Mass Media Advertising Ambient Direct mail Internet Outdoor Print Radio Television

11 © 2009 South-Western, Cengage LearningMARKETING Chapter Public Relations Advantages of public relations Disadvantages of public relations

12 © 2009 South-Western, Cengage LearningMARKETING Chapter Personal Selling Advantages of personal selling Disadvantages of personal selling

13 © 2009 South-Western, Cengage LearningMARKETING Chapter Sales Promotion Advantages of sales promotion Disadvantages of sales promotion

14 © 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

15 © 2009 South-Western, Cengage LearningMARKETING Chapter Elements of the Promotional Mix Advertising Personal selling Public relations Sales promotion

16 © 2009 South-Western, Cengage LearningMARKETING Chapter The Promotional Mix Promotional objective Target market Marketing mix Company philosophy Resources

17 © 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.

18 © 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


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