1. MARKETING Plan Promotion
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MARKETING Plan Promotion
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2. Learning goals Justify the importance of communication in marketing.
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Learning goals
Justify the importance of communication in marketing.
Identify and describe the common types of promotion.
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3. CHAPTER 10
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Key Terms
Promotion ~ any form of communication use to inform, persuade, or remind.
Effective communication ~ exchange of information so there is common understanding by all participants.
Personal selling ~ direct, individualized communication with prospective customers to assess their needs and assist them in satisfying those needs with appropriate products and services.
Advertising ~ any paid form of communication through mass media directed at identified consumers to provide information and influence their actions.
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4. CHAPTER 10
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COMMUNICATION
Provide information to consumers to persuade, inform or remind.
Advertising Media
Salespeople
Internet
Customers provide information in the form of feedback
More specific by understanding the needs and decision-making process of your target market!
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5. Components of Effective Communication
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Components of Effective Communication
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6. Think about it >>
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Think about it >>
How does identifying a target market improve promotion communications?
Answer
Communication can be developed and directed more specifically if a target market is identified.
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7. PROMOTION Personalized Promotion Mass Promotion
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PROMOTION
Personalized Promotion
Direct communication w/ customer
Tailors information for that customer
a.k.a. Personal Selling
Mass Promotion
Communicates with many people at the same time
Common message
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8. MasS PROMOTION (cont’d)
Advertising~ paid communication through mass media to influence the public Publicity~ non-paid promotion Public Relations~ ongoing program of paid and non-paid communications. Planned to favorably influence public opinion Sales Promotions ~activities and materials designed to reinforce a company’s brand or image

9. PROMOTION Mass Personalization
Combines the advantages of personal selling and mass promotion
Begins as mass promotion and then invites prospective customers to call, write, or go online, for a more personal analysis of their needs.