MGTA02H3 Chapter Notes - Chapter 8: Promotional Mix, Sales Promotion, Digital Marketing
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MGTA02H3 Full Course Notes
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Purpose 1: identify the important objectives of promotion and discuss the considerations in selecting a promotional mix. Promotion: any technique designed to sell a product. Promotionpromotion is the part of the communication mix: the total message a company sends to consumers about its product. Promotional techinquestechniques must communicate the uses, features, and benefits. Sales promotion also include various programs that add value beyond the benefits inherent in the product. We look at different objectives of and approaches to. Show when and why companies use particular startegiesstrategies and tools and then describe the special promotional problmesproblems faced by both international and small businesses. Explain two general values added from promotional activities. Information and exchange values thethe purpose of promotion is to influence purchase decisions and businesses use promotionaluse promotional methods to communicate to consumers and industrial buyers. Promotions seek to accomplish four things with potential customers:
