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MARKETINGMARKETING © South-Western Thomson
CHAPTER 15
Promotion Means Effective Communication
15.1 Promotion as a Form of Communication15.2 Types of Promotion15.3 Mixing the Promotional Plan
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MARKETINGMARKETING © South-Western Thomson
PROMOTION AS A FORM PROMOTION AS A FORM OF COMMUNICATIONOF COMMUNICATIONGOALSGOALS for Lesson 15.3Explain the three roles of promotion in
marketing.Describe how the communication
process works in marketing.Define the two types of communication
that are important to marketers.
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MARKETINGMARKETING © South-Western Thomson
The Role of The Role of Promotion in MarketingPromotion in MarketingInformPersuadeRemind
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MARKETINGMARKETING © South-Western Thomson
Promotion Is a Promotion Is a Communication ProcessCommunication ProcessSenderEncoding by the senderMessage channelReceiver Decoding by the receiverNoiseFeedback
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MARKETINGMARKETING © South-Western Thomson
Noise
The Communication ProcessThe Communication Process
Decoding by Receiver
ReceiverMessage Channel
Encoding by Sender
Sender
Feedback
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MARKETINGMARKETING © South-Western Thomson
Types of CommunicationTypes of CommunicationInterpersonal communicationInterpersonal communicationTwo-way communicationInvolves two or more people in some kind of
person-to-person exchange
Mass communicationMass communicationOne-way communicationInvolves communicating to huge audiences,
usually through mass media such as magazines, radio, television, or newspapers
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MARKETINGMARKETING © South-Western Thomson
TYPES OF PROMOTIONTYPES OF PROMOTION
GOALSGOALS for Lesson 15.2Describe the advantages and disadvantages
of advertising and publicity as types of promotion.
Explain the advantages and disadvantages of personal selling as a type of promotion.
Define sales promotion and describe its advantages and disadvantages as a type of promotion.
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MARKETINGMARKETING © South-Western Thomson
AdvertisingAdvertising
Advantages of advertisingDisadvantages of advertising
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MARKETINGMARKETING © South-Western Thomson
Examples of Examples of Mass Media AdvertisingMass Media AdvertisingDirect mailOutdoorMagazinesNewspaper
InternetRadioTelevision
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MARKETINGMARKETING © South-Western Thomson
PublicityPublicity
Advantages of publicityDisadvantages of publicity
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MARKETINGMARKETING © South-Western Thomson
Personal SellingPersonal Selling
Advantages of personal sellingDisadvantages of personal selling
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MARKETINGMARKETING © South-Western Thomson
Sales PromotionSales Promotion
Advantages of sales promotionDisadvantages of sales promotion
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MARKETINGMARKETING © South-Western Thomson
MIXING THE MIXING THE PROMOTIONAL PLANPROMOTIONAL PLANGOALSGOALS for Lesson 15.3Explain the four major factors that affect
the promotional mix.Describe the seven steps in the
promotional planning process.
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MARKETINGMARKETING © South-Western Thomson
Elements of Elements of a Promotional Mixa Promotional MixAdvertisingPersonal sellingPublicitySales promotion
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MARKETINGMARKETING © South-Western Thomson
Factors that Affect the Factors that Affect the Promotional MixPromotional Mix
Financial Resources
Policy and Objectives
Marketing Mix
Target Market
PromotionalPromotionalMixMix
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MARKETINGMARKETING © South-Western Thomson
Promotional PlanningPromotional Planning
The promotional planpromotional plan is a carefully arranged sequence of promotions designed around a common theme responsive to specific objectives.
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MARKETINGMARKETING © South-Western Thomson
The Steps The Steps in Promotional Planningin Promotional PlanningAnalyze the marketIdentify the target marketDevelop promotional objectivesDevelop a promotional budgetSelect the promotional mixImplement the promotional planEvaluate the results