MKT 100 Chapter Notes - Chapter 15: Public Service Announcement, Sales Promotion, Social Marketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

The aida model: a common model of the series of mental stages through which consumers move as a result of marketing communications: awareness leads to interest, which leads to. Advertising objectives: advertising is not free; advertising must be carried by some medium; the source of the message must be known or knowable; advertising represents a persuasive form of communication. Sales promotion: the tools of any sales promotion can be focused on either channel members, such as wholesalers or retailers, or end-user customers. The scope and nature of personal selling: personal selling is the two-way flow of communication between a buyer(s) and a seller that is designed to influence tot buyer"s purchase decision. The value added by personal selling: salespeople educate consumers about products and provide advice for buying decisions, salespeople save consumers" time and the time of the form by performing non-sa;es related tasks to help with daily operations.