Mar 3023 Lecture Notes - Lecture 8: Sales Promotion, Hard Sell, Soft Sell
4 Mar 2019
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Document Summary
Chapter 18: advertising, sales promotion, and public relations. Chapter 19: using social media and mobile marketing to connect with consumers. Learning objectives: describe the structure of the advertising industry, describe three theories of how advertising works and their implications for advertising strategy, understand the components of media strategy, understand trends in the use of sales promotion. Inform: baseline task, always strongly emphasized (every ad has at least some sort of information in it, persuade. People don"t use the product enough (they forget), run a campaign to remind people to use their products (specialized ad campaigns) How does advertising work: three theories, hierarchy-of-effects ( think-feel-do - high involvement hierarchy of. Effects: awareness knowledge cognition think , liking preference. Conation do : low involvement, think-do-feel , cognition, conation, affect, dual mediation. Media strategy: how to distribute the ad message effectively. Types of sales promotions: consumer ( pull , coupons, rebates, sampling, premiums, contests, point of purchase displays.
