GG394 Lecture Notes - Lecture 15: Sales Promotion, Direct Marketing, Dramatization
Document Summary
Exam: focus on the four p (product, price, place, promotion) 1: determining the communication objectives buyer readiness stages, awareness, knowledge, liking, preference, conviction (tomorrow we will buy the actual product, purchase, designing a message. Message content: rational appeals, emotional appeals, moral appeals. Attention interest desire- action: selecting the communication channels. Setting the total promotion budget: one of the hardest marketing decisions facing a company is how much to spend on promotion. Based on a certain percentage of current or forecasted sales. Objective and task (most effective and difficult to do) Based on determining objectives and tasks, then estimating costs. Reach many buyers, repeat message many times, impersonal, expensive. Personal interaction, relationship building, most expensive promo tool. Example: catering to your own needs home renovation . Wide assortment of tools, rewards quick response, efforts short lived. Very believable, dramatize a company or product, underutilize.
