MARKETING MARKETING © South-Western Thomson CHAPTER 15 Promotion Means Effective Communication 15.1 Promotion as a Form of Communication 15.2 Types of Promotion 15.3 Mixing the Promotional Plan

MARKETING MARKETING © South-Western Thomson 2 PROMOTION AS A FORM OF COMMUNICATION GOALS GOALS for Lesson 15.3 Explain the three roles of promotion in marketing. Describe how the communication process works in marketing. Define the two types of communication that are important to marketers.

MARKETING MARKETING © South-Western Thomson 3 The Role of Promotion in Marketing Inform Persuade Remind

MARKETING MARKETING © South-Western Thomson 4 Promotion Is a Communication Process Sender Encoding by the sender Message channel Receiver Decoding by the receiver Noise Feedback

MARKETING MARKETING © South-Western Thomson 5 Noise The Communication Process Decoding by Receiver Receiver Message Channel Encoding by Sender Sender Feedback

MARKETING MARKETING © South-Western Thomson 6 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 such as magazines, radio, television, or newspapers

MARKETING MARKETING © South-Western Thomson 7 TYPES OF PROMOTION GOALS GOALS for Lesson 15.2 Describe the advantages and disadvantages of advertising and publicity as types of promotion. Explain the advantages and disadvantages of personal selling as a type of promotion. Define sales promotion and describe its advantages and disadvantages as a type of promotion.

MARKETING MARKETING © South-Western Thomson 8Advertising Advantages of advertising Disadvantages of advertising

MARKETING MARKETING © South-Western Thomson 9 Examples of Mass Media Advertising Direct mail Outdoor Magazines Newspaper Internet Radio Television

MARKETING MARKETING © South-Western Thomson 10Publicity Advantages of publicity Disadvantages of publicity

MARKETING MARKETING © South-Western Thomson 11 Personal Selling Advantages of personal selling Disadvantages of personal selling

MARKETING MARKETING © South-Western Thomson 12 Sales Promotion Advantages of sales promotion Disadvantages of sales promotion

MARKETING MARKETING © South-Western Thomson 13 MIXING THE PROMOTIONAL PLAN GOALS GOALS for Lesson 15.3 Explain the four major factors that affect the promotional mix. Describe the seven steps in the promotional planning process.

MARKETING MARKETING © South-Western Thomson 14 Elements of a Promotional Mix Advertising Personal selling Publicity Sales promotion

MARKETING MARKETING © South-Western Thomson 15 Factors that Affect the Promotional Mix Financial Resources Policy and Objectives Marketing Mix Target Market PromotionalMix

MARKETING MARKETING © South-Western Thomson 16 Promotional Planning promotional plan The promotional plan is a carefully arranged sequence of promotions designed around a common theme responsive to specific objectives.

MARKETING MARKETING © South-Western Thomson 17 The Steps in Promotional Planning Analyze the market Identify the target market Develop promotional objectives Develop a promotional budget Select the promotional mix Implement the promotional plan Evaluate the results