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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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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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The Role of The Role of Promotion in MarketingPromotion in MarketingInformPersuadeRemind

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Promotion Is a Promotion Is a Communication ProcessCommunication ProcessSenderEncoding by the senderMessage channelReceiver Decoding by the receiverNoiseFeedback

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Noise

The Communication ProcessThe Communication Process

Decoding by Receiver

ReceiverMessage Channel

Encoding by Sender

Sender

Feedback

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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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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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AdvertisingAdvertising

Advantages of advertisingDisadvantages of advertising

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Examples of Examples of Mass Media AdvertisingMass Media AdvertisingDirect mailOutdoorMagazinesNewspaper

InternetRadioTelevision

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PublicityPublicity

Advantages of publicityDisadvantages of publicity

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Personal SellingPersonal Selling

Advantages of personal sellingDisadvantages of personal selling

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Sales PromotionSales Promotion

Advantages of sales promotionDisadvantages of sales promotion

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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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Elements of Elements of a Promotional Mixa Promotional MixAdvertisingPersonal sellingPublicitySales promotion

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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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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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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