Presentation is loading. Please wait.

Presentation is loading. Please wait.

What We Will Discuss Today u Communication u Promotion v Setting the promotion budget and mix v Advertising v Sales Promotion v Public Relations.

Similar presentations


Presentation on theme: "What We Will Discuss Today u Communication u Promotion v Setting the promotion budget and mix v Advertising v Sales Promotion v Public Relations."— Presentation transcript:

1 What We Will Discuss Today u Communication u Promotion v Setting the promotion budget and mix v Advertising v Sales Promotion v Public Relations

2 What is the Purpose of Communication?

3 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

4 Factors in Setting the Promotion Mix u Type of product/market u Push versus Pull Strategy u Buyer Readiness Stage

5 Advertising Objectives u Inform u Persuade u Remind

6 Creating the Advertising Message u Message generation u Message evaluation and selection u Message Execution

7 Selecting Advertising Media u Reach, Frequency and Impact u Media Types u Media Vehicles u Media Timing

8 Advertising Evaluation u Evaluating communication effects v Pretests v Post-tests u Evaluating sales effects

9 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

10 Public Relations Tools u Press relations u Corporate communications u Lobbying u Counseling

11 What We Discussed Today u Communication and Promotion v Setting the promotion budget and mix v Advertising v Sales Promotion v Public Relations


Download ppt "What We Will Discuss Today u Communication u Promotion v Setting the promotion budget and mix v Advertising v Sales Promotion v Public Relations."

Similar presentations


Ads by Google