1. EFFECTIVE PROMOTION MEANS EFFECTIVE COMMUNICATION
CHAPTER 15
3/31/2017
CHAPTER 15
EFFECTIVE PROMOTION MEANS EFFECTIVE COMMUNICATION
15-1 Promotion as a Form of Communication
15-2 Types of Promotion
15-3 Mixing the Promotional Plan
Chapter 15
MARKETING

2. Chapter 15 Focus Questions:
What kind of person comes to mind when you think of the Marine Corps?
How does this ad compare with your preconceptions?
Sometimes a company must overcome well-established perceptions to persuade people to try its product. What barriers do you think the Marines are challenging with this ad?
©CREATED BY JWT ATLANTA FOR THE UNITED STATES MARINE CORPS.
Chapter 15

3. PROMOTION AS A FORM OF COMMUNICATION
15-1
PROMOTION AS A FORM OF COMMUNICATION
GOALS
Explain the function of promotion as part of the marketing mix.
Describe the communication process and identify its eight elements.
Explain the three roles of promotion in marketing.
Define the two types of communication that are important to marketers.
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4. Promotion as Part of the Marketing Mix
Inform
Persuade
Remind
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5. Promotion Is a Form of Communication
Sender
Message
Encoding by the sender
Message channel
Receiver
Decoding by the receiver
Noise
Feedback
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6. The Communication Process
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7. Types of Communication
Interpersonal communication
Two-way communication
Involves two or more people in some kind of person-to-person exchange
Mass communication
One-way communication
Involves communicating to huge audiences, usually through mass media
Chapter 15

8. 15-2 TYPES OF PROMOTION Chapter 15 GOALS
Explain the advantages and disadvantages of advertising as a type of promotion.
Describe the ways that public relations can be used to generate publicity.
Identify the benefits and drawbacks of using personal selling to promote a product or service.
Explain the advantages and disadvantages of using short-term incentives as sales promotions.
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9. Advertising Advantages of advertising Disadvantages of advertising
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10. Examples of Mass Media Advertising
Ambient
Direct mail
Internet
Outdoor
Print
Radio
Television
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11. Public Relations Advantages of public relations
Disadvantages of public relations
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12. Personal Selling Advantages of personal selling
Disadvantages of personal selling
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13. Sales Promotion Advantages of sales promotion
Disadvantages of sales promotion
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14. MIXING THE PROMOTIONAL PLAN
15-3
MIXING THE PROMOTIONAL PLAN
GOALS
Explain the five major factors that affect the promotional mix.
Describe the seven steps in the promotional planning process.
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15. Elements of the Promotional Mix
Advertising
Personal selling
Public relations
Sales promotion
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16. The Promotional Mix Promotional objective Target market Marketing mix
Company philosophy
Resources
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17. Promotional Planning
The promotional plan is a carefully arranged sequence of promotions designed around a common theme responsive to specific objectives.
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18. The Steps in Promotional Planning
 Evaluate the results
 Implement the promotional plan
 Develop the promotional mix
 Set the promotional budget
 Identify promotional objectives
 Select the target market
 Research and analyze the market
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