chapter 18

• can be used to inform perspective buyers about the benefits of the product
• persuade them to try it
• remind them after about the benefits they enjoyed by using the product

the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences

the process of conveying a message to others and it requires six elements

may be a company or person who has information to convey

the information sent by a source such as a description of a new telephone

what the message is conveyed through

consumers who read hear or see through

the process of having the sender transform an idea into a set of symbols

the process of having the reciever take a set of symbols the message and transforms they symbols back to an idea

a similar understanding and knowledge that apple to the message

which consists of response and feedback

the impact of the message had on the recievers knowledge

the senders interpretation of the response and indicates whether the message was decoded and understood as intended

includes extraneous factors that can work against effective communication by distorting a message of feedback received

used with groups of prospective buyers

between a seller and a prospective buyer

any paid form of non personal communication about an organization food service or idea by an identified sponsor

communications with consumers who are not in the target audience

two way flow of communication between a buyer and seller designed to influence a persons or groups purchase decision

is a form of communication management that seeks to influence the feelings opinions or beliefs held by customers stock holders suppliers employess and other publics about a company and its products or service

is a non personal indirectly paid presentation of an organization good or service

a short term inducement of value offered to arouse interest in buying a good or service

uses direct communication with consumers to generate a response in the form of an order a request for further information or a visit a retail outlet

pertain to the degree of services of support required for the sale

refers to the technical sophistication of the product hence the amount of understanding required to use it

directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product

directing its promotional mix at ultimate consumers to encourage them to ask the retailer for a product

• awareness
• interest
• evaluation
• trial
• adoption

the consumers ability to recognize and remember the product or brand name

an increase in the consumers desire to learn about some of the features of the product or brand

the consumer appraisal of the product or brand on important attributes

the consumers appraisal of the product or brand on important attributes

the consumers actual first purchase and use of the product

through a favorable expierence on the first trial the consumers repeated purchase and use of the product or brand

funds are allocating to promotion as a percentage of past or anticipated sales in terms of either dollars or units sold

matching the competitors absolute level of spending or proportion per point of market share

in which money is allocated to promotion only after all other budget items are covered

• whereby the company
• 1. determines its promotion objectives
• 2. outlines the task to accomplish theses objectives
• 3. determine the promotion costs of performing these task

are the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction

the result of an offers designed to generate interest in a product or service and a request for additional information

the outcome of an offer designed to motivate people to visit a business

• growth - to persuade
• maturity - to remind
• decline - to phase out

• mass
• fees paid for space or time
• strengths - efficient means of reaching a large number of people
• weakness - high absolute cost and difficult to recieve good feedback

• customized
• fees paid to sales people as either salaries or commission
• strengths - immeadiate feedback and very persuasive
• weaknesses - extremely expensive per exposure

• mass
• no direct payments to the media
• strengths - often most credible source in consumers mind
• weakness - difficult to get media cooperation

• mass
• wide range fee paid depending on promotion selected
• strengths - effective at changing the behavior in a short run and very flexible
• weaknesses - easily abused
• can lead to promotion wars
• easily duplicated

• customized
• cost of communication through mail telephone or computer
• strengths - messages can be prepared quickly
• facilitates relationship with customer
• wekanesses - declining customer response
• database management is expensive

advertising is more helpful than personal selling becuase advertising informs customer of the exsistence of the product

importance of selling is at its highest where as the impact of advertising is at its lowest

the sales of the sales person is still important as well as advertising

• developing
• executing
• assessing the promotional program

• what is the target audience
• what are the promotional objectives
• the amounts of money that can be budgeted
• the kinds of promotions to uses
• where should the promotion run
• when should the promotion run