Chapter 10-4 PLAN PROMOTION

 Any form of communication used to inform, persuade, or remind  Used to influence knowledge, beliefs, and actions about products, service, or ideas. PROMOTION

 The exchange of information so there is common understanding by all participants EFFECTIVE COMMUNICATION Encode Decode Information

 Personalized Promotion: direct, individualized communication with prospective customer to assess their needs and assist them in satisfying those needs  Most effective form of promotion  Most expensive  Mass Promotion: directed to many people at the same time  Not individualized  Reach many  Cost per customer low TYPES OF PROMOTION

 Any paid form of communication through mass media directed at identified consumers.  Most common advertising media are television, newspapers, magazines, and the Internet. ADVERTISING

 Non-paid promotional communication presented by the media rather than the business or organization being promoted. PUBLICITY “No such thing as bad publicity” Any publicity is good publicity! Publicity Stunt It is good publicity

 Ongoing program of non-paid and paid communications.  It is planned to favorable influence public opinion about an organization, marketing effort, idea, or issue. PUBLIC RELATIONS

 Activities and materials designed to reinforce a company’s brand or image.  Includes:  Contests  Games  Give away  Selling at low cost SALES PROMOTION

 Combines mass promotion and personalized promotion  Begins with promotion through mass media such as newspapers, or the internet.  Prospective customers see advertisement and become interested in the product  The company then provides an way for the customers to gather more personal information MASS PERSONALIZATION