Embed
Email

Promotion

Document Sample

Shared by: yurtgc548
Categories
Tags
Stats
views:
1
posted:
1/10/2012
language:
pages:
21
Promotion

pro (1) prep. with abl. , [before, in front of;

for, on behalf of, in favor of]

promoveo -movere -movi -motum [to move

forwards , push onwards, make to advance;

to extend; to postpone]

Strategy

strategema -atis n. [a piece of general

ship , a stratagem].



Strategy: A plan of action, attack

Promotional Strategy

A controlled, integrated program of

communication methods designed to

present an organization and its

products or services to prospective

customers.

Personal

Selling Sales

Advertising

Promotion

Promotion

Publicity Reseller

Public Support

Relations

Relationship between

organization and consumer









Promotional Strategy

Communication



• Intentional

• Transaction

• Symbolic

Communication

Mass Audience





Decoding





Sender Encoding Message Decoding Receiver







Noise





Feedback

Consumers

1. Exposure

2. Attention

3. Comprehension

4. Acceptance

5. Retention



Sender Encoding Message Media Decoding Receiver

Exposure

• Proximity

• One or more senses are activated

• Selective Exposure

• Increase of exposure to mass

media channels

Attention

• Information Processing

• Recognize existence of stimulus

• Needs

Comprehension

• Interpreted

• Meaning must be attributed to the

stimulus

• Subliminal perception?

Acceptance

• The message is measured against existing

beliefs and attitudes

• Persuasion – change in attitudes



Retention

• Long term memory

Involvement



• Risk

• Personal Risk

• Social Risk

• Financial Risk

Promotional Step 1

Situation Analysis



Strategy Step 2

Objectives





Step 3

Money Appropriation



Step 4

Management of Program Elements



Step 5

Integration





Step 6

Effectiveness





Step 7

Follow-up

Step 1



• Situation Analysis

• Demand

• Target Markets

• STP

• Legal considerations

• Internal considerations

Step 2



• Objectives

• Vision

• Sales objective

• Message

Step 3



• Money Appropriation

• Arbitrary Allocation

• Percentage of Sales

Judgmental

• All You Can Afford

• Competitive Parity

• Objective And Task

Data-Oriented

• Experimentation

• Modeling and Simulation

Step 4



• Management of Program Elements

• Advertising

• Personal Selling

• Reseller Support

• Sales Promotion

• Supplemental Communications

Step 5



• Integration

• Balance

• Scheduling

• Personnel and Outside Services

• Appropriation Revision

Step 6

• Effectiveness









Step 7

•Follow-Up



Related docs
Other docs by yurtgc548
AC120 lecture 26
Views: 1  |  Downloads: 0
ABSTRACT - GPCET MCA EMERALDS
Views: 0  |  Downloads: 0
Absolute Garbage Systems
Views: 1  |  Downloads: 0
Abnormal Psychology
Views: 0  |  Downloads: 0
ABC of Arterial and venous Disease
Views: 0  |  Downloads: 0
Abacus Fund Management LLC Presentation
Views: 0  |  Downloads: 0
By registering with docstoc.com you agree to our
privacy policy

You are almost ready to download!

You are almost ready to download!