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© 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
MARKETING MARKETING © South-Western Thomson CHAPTER 15 Promotion Means Effective Communication 15.1 Promotion as a Form of Communication 15.2 Types of.
Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.
© South-Western Publishing PROMOTION MEANS EFFECTIVE COMMUNICATION 15.1 Promotion as a Form of Communication 15.2 Types of Promotion 15.3 Mixing the Promotional.
By: Ehsan Khodarahmi L7. Explain the concepts, processes and benefits involved in developing integrated communications plans Marketing communications.
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© 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.
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International Marketing © Thomson/South-Western ChapterChapter International Marketing Communication Exemplify the communication model and steps.
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Seminar Pemasaran. Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about.
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Lenrning Objectives: Communications and the Promotional Mix 1.Define the term promotional mix. 2.List the five elements of the promotional mix. 3.List.
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1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Prepared by Deborah Baker Texas Christian University.
© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 5 MARKETING INFORMATION AND RESEARCH 5-1Understanding the Need for Market Information 5-2Finding.
1 Chapter 16: Promotional Planning for Competitive Advantage Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd.
Test B, 100 Subtraction Facts
Part Seven Promotion Decisions 18 Integrated Marketing Communications.
Addition Facts = = =
1 Copyright ©2009 by Cengage Learning Inc. All rights reserved Designed by Eric Brengle B-books, Ltd. CHAPTER 16 Promotional Planning for Competitive Advantage.
Chapter 14Copyright ©2009 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian.
Essentials of Marketing Chapter 13 Promotion – Introduction to Integrated Marketing Communication McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill.
Chapter 14Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Outcomes: Chapter 14 Integrated Marketing Communications.
© 2009 South-Western, a part of Cengage Learning Chapter 1 The World of Advertising and Integrated Brand Promotion PPT 1-1.
Marketing Communications & Direct Marketing Chapter 16.
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Promotional strategy Module 8. Session overview The role of promotion in the marketing mix Elements in the promotional mix Integrated marketing communications.
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
The Promotion Strategy Glencoe Entrepreneurship: Building a Business Developing a Promotion Strategy Budgeting and Implementing Promotional Plans 12.1.
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© Prentice Hall, 2005 Business In Action 3eChapter Developing Distribution and Promotional Strategies.
1© 2016 Cengage Learning. All Rights Reserved. MKTG9 Lamb, Hair, and McDaniel Chapter 16 Marketing Communications.
Promotion. What is Promotion? Communication by marketers that informs, reminds, and persuades potential buyers of a product in order to influence an opinion.
Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 7.
Chapter 14 Integrated Marketing Communications. Promotion COMMUNICATION that informs, persuades and reminds potential customers of a product in order.
Marketing Mix- Promotion 5/27/15. Promotion Communications - inform, persuade, and remind Tools : Advertising Personal Selling (Sales) Public Relations.
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Integrated Marketing Communications Copyright © Houghton Mifflin Company. All rights reserved. PowerPoint Presentation by Charlie Cook 17 Part Five Promotion.
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