Derek Dovale
morgan adams
Veronica Parihar
Harpreet

Promotion – Communications link between buyer & seller. Function of informing, persuading and influencing a consumers purchase decision
Marketing Communication – Messages that deal with buyer-seller relationships
Integrated Marketing Communication (IMC) – Coordination of all promotional activities to produce a unified, customer focused promotional message
AIDA Concept – Steps through which an individual reaches a purchase decision: Attention, Interest, Desire & Action
Promotional Mix – Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives.
  • Non-personal selling
    • Advertising
    • Product placement
    • Sales promotion
    • Direct marketing
    • Public relations & publicity
    • Guerrilla marketing

Sales Promotion – Marketing activities other than personal selling, advertising, guerilla marketing and public relations that stimulate consumer purchasing and dealer effectiveness
Public Relations – Firms’ communications and relationships with it’s various publics
Guerilla Marketing – Unconventional innovative and low-cost marketing techniques designed to get consumers attention in unusual ways.
Sponsorship – Relationship in which on organization provides funds or in-kind resources to an eventor activity in exchange for a direct association with that event or activity
Pulling Strategy – Promotional effort by the seller to stimulate final user demand, which then exerts pressure on the distribution channel
Pushing Strategy – Promotional effort by the seller directed to members of the marketing channel rather than final users
Objectives of Promotion
  1. provide information to consumers and others
  2. increase demand
  3. differentiate a product
  4. accentuate a product's value
  5. stabilize sales
Measuring Effectiveness
  • impact on sales revenues for each dollar of promotional spending
  • recall
  • readership
  • consumer's perceptions of value in a product/brand/organization
  • cost per impression (online ad)
  • click-throughs
  • conversion rates
Chapter 14
Promotion – Communications link between buyer & seller. Function of informing, persuading and influencing a consumer’s purchase decision
Marketing Communication – Messages that deal with buyer-seller relationships
Integrated Marketing Communication (IMC) – Coordination of all promotional activities to produce a unified, customer focused promotional message
AIDA Concept – Steps through which an individual reaches a purchase decision: Attention, Interest, Desire & Action
Promotional Mix – Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives.
Sales Promotion – Marketing activities other than personal selling, advertising, guerilla marketing and public relations that stimulate consumer purchasing and dealer effectiveness

Public Relations – Firms’ communications and relationships with its various publics
Guerilla Marketing – Unconventional innovative and low-cost marketing techniques designed to get consumers attention in unusual ways.
Sponsorship – Relationship in which on organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity
Pulling Strategy – Promotional effort by the seller to stimulate final user demand, which then exerts pressure on the distribution channel
Pushing Strategy – Promotional effort by the seller directed to members of the marketing channel rather than final users