1. Copyright © 2007 South-Western. All rights reserved. Chapter 14 Promoting Products

2. Copyright © 2007 South-Western. All rights reserved. Learning Objectives Promoting Products Optimal MixAdvertising P.R. Selling Promotion Mix

3. Promoting Products Copyright © 2007 South-Western. All rights reserved. The Key Decisions in Running a Business

4. Promoting Products Copyright © 2007 South-Western. All rights reserved. Promotional Mix Mix Advertising Selling Promotion P.R. Optimal Mix AdvertisingPersonal Selling Sales PromotionPublic Relations

5. Promoting Products Copyright © 2007 South-Western. All rights reserved. Reasons for Advertising Mix Advertising Selling Promotion P.R. Optimal Mix ComparativeReminder InstitutionalIndustry

6. Promoting Products Copyright © 2007 South-Western. All rights reserved. Forms of Advertising Mix Advertising Selling Promotion P.R. Optimal Mix

7. Promoting Products Copyright © 2007 South-Western. All rights reserved. Steps to Personal Selling Mix Advertising Selling Promotion P.R. Optimal Mix

8. Promoting Products Copyright © 2007 South-Western. All rights reserved. Promotion Strategies Mix Advertising Selling Promotion P.R. Optimal Mix Rebates Coupons Sampling Displays Premiums

9. Promoting Products Copyright © 2007 South-Western. All rights reserved. Public Relations Mix Advertising Selling Promotion P.R. Optimal Mix Special Events News Releases Press Conferences

10. Promoting Products Copyright © 2007 South-Western. All rights reserved. Promotional Methods Mix Advertising Selling Promotion P.R. Optimal Mix

11. Promoting Products Copyright © 2007 South-Western. All rights reserved. Target Market Mix Advertising Selling Promotion P.R. Optimal Mix

12. Promoting Products Copyright © 2007 South-Western. All rights reserved. Promotion Budget Mix Advertising Selling Promotion P.R. Optimal Mix Product Life Cycle Competition Economic Conditions

13. Promoting Products Copyright © 2007 South-Western. All rights reserved. Promotion and Performance Mix Advertising Selling Promotion P.R. Optimal Mix