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Published bySherman Caldwell Modified over 8 years ago
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What We Will Discuss Today u Communication u Promotion v Setting the promotion budget and mix v Advertising v Sales Promotion v Public Relations
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What is the Purpose of Communication?
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Steps in Developing Effective Communication Identify the Target Audience Determine the Response Sought Choose the Message Choose the Media Select the Message Source Collect Feedback
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Factors in Setting the Promotion Mix u Type of product/market u Push versus Pull Strategy u Buyer Readiness Stage
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Advertising Objectives u Inform u Persuade u Remind
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Creating the Advertising Message u Message generation u Message evaluation and selection u Message Execution
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Selecting Advertising Media u Reach, Frequency and Impact u Media Types u Media Vehicles u Media Timing
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Advertising Evaluation u Evaluating communication effects v Pretests v Post-tests u Evaluating sales effects
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Goals of Promotions u Informative v Provide information on product characteristics v Remind consumers of product at the time of purchase u Incentive v Price discrimination v Consumption increase v Inventory transfer v Building loyalty
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Public Relations Tools u Press relations u Corporate communications u Lobbying u Counseling
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What We Discussed Today u Communication and Promotion v Setting the promotion budget and mix v Advertising v Sales Promotion v Public Relations
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