© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 15 EFFECTIVE PROMOTION MEANS EFFECTIVE COMMUNICATION 15-1Promotion as a Form of Communication.

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Chapter 15

EFFECTIVE PROMOTIONEFFECTIVE PROMOTIONMEANS EFFECTIVE COMMUNICATIONMEANS EFFECTIVE COMMUNICATION

15-1 Promotion as a Form of Communication

15-2 Types of Promotion

15-3 Mixing the Promotional Plan

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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?

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PROMOTION ASA FORM OF COMMUNICATION

GOALSGOALSExplain 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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Promotion as Part of the Marketing Mix

PromotionInformPersuadeRemind

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Promotion Is a Form of Communication

SenderMessageEncoding by the senderMessage channelReceiver Decoding by the receiverNoiseFeedback

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The Communication Process

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Types of Communication

Interpersonal communicationTwo-way communicationInvolves two or more people in some kind of

person-to-person exchangeMass communicationOne-way communicationInvolves communicating to huge audiences,

usually through mass media

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TYPES OF PROMOTION

GOALSGOALSExplain 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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Advertising

Advantages of advertisingDisadvantages of advertising

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Examples ofMass Media Advertising

AmbientDirect mailInternetOutdoorPrintRadioTelevision

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Public Relations

Advantages of public relationsDisadvantages of public relations

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Personal Selling

Advantages of personal sellingDisadvantages of personal selling

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Sales Promotion

Advantages of sales promotionDisadvantages of sales promotion

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MIXING THEPROMOTIONAL PLAN

GOALSGOALSExplain the five major factors that affect

the promotional mix.Describe the seven steps in the

promotional planning process.

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Elements of the Promotional Mix

AdvertisingPersonal sellingPublic relationsSales promotion

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The Promotional Mix

Promotional objective

Target marketMarketing mixCompany philosophyResources

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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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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