MGTA02H3 Lecture Notes - Sales Promotion, Advertising Mail, Comparative Advertising
ivanzh686 and 40070 others unlocked
1
MGTA02H3 Full Course Notes
Verified Note
1 document
Document Summary
Promotion: any technique designed to sell a product. Product positioning: the establishment of an easily identifiable image of a product in the minds of consumers. Push strategy: a promotional strategy in which a company aggressively pushes its product through wholesalers and retailers, which persuade customers to buy it. Pull strategy: a promotional strategy in which a company appeals directly to customers, who demand the product from retailers, which demand the product from wholesalers. Promotional mix: that portion of marketing concerned with choosing the best combination of advertising, personal selling, sales promotions, and publicity and public relations to sell a product. Advertising: promotional tool consisting of paid, non-personal communication used by an identified sponsor to inform an audience about a product. Informative advertising: an advertisement strategy, appropriate to the introduction stage of the product life cycle, in which the goal is to make potential customers aware that a product exists.