MARKETNG 300 Study Guide - Final Guide: Sherman Antitrust Act, Takers, Profit Maximization
Document Summary
Chapter 13: promotion: communicating information between seller and potential buyer or others in channel to influence attitudes and behaviors. Telling target product avail, right place and price. Be fine tuned for specific target mkt, fit with other variables of mkt mix mass selling: communicating with large numbers of potential customers at the same time. Good if target mkt is large and scattered-less expensive advertising: any paid form of non-personal presentation of ideas, goods or services by sponsor. Traditional media and new media publicity: any unpaid form of nonpersonal presentation of ideas goods or services. Attract attention to firm and offerings without having to pay media costs: celebs on v talk shows. Write press releases hoping to generate publicity. May be more effective if have really new message. Video sales promotion: refers to promotion activities other than advertising, publicity and personal selling that stimulate interest, trial or purchase by final consumers or others in channel.
