MGIS 317 Lecture Notes - Consciousness Raising, Sales Promotion, Marketing Mix

• School: University of Calgary
• Department: Management Information Systems
• Course: MGIS 317
• Professor: Ronald Schlenker

Document Summary

Promotion is the use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade them to buy. These are all about communicating with the target consumer. These aims can be focused on the short term such as an increase in sales next month or on the longer term such as to change the image of the business. These aims should be linked to the overall objectives of the business. To increase sales by raising consumer awareness of a product especially important on newly launched ones. To remind consumers of an existing product and its distinctive qualities. To encourage increased purchases by existing consumers or to attract new consumers to the brand. To demonstrate the superior specification or qualities of a product compared with those of competitors often used when the product has been updated or adapted in some way.