BUSI 2208 Study Guide - Final Guide: Direct Marketing, Sales Promotion, Mass Media
6 Feb 2018
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Promotion: communication by marketers that informs, persuades, reminds and connects potential buyers to a product for the purpose of influencing an opinion or eliciting a response. Promotional strategy: a plan for the use of elements of promotion: advertising, public relations, personal selling, sales promotion, direct response communication and social media. Marketing communication: the process by which we exchange or share meaning, interpersonal communication: direct, face to face communication between two or more people, mass communication: communicating a concept to a large group of people. Chapter sixteen: advertising, public relations and direct response. Identify product benefits: sell the sizzle, not the steak. Developing and evaluating advertising appeals: advertising appeal: a reason for a person to buy a product, profit, health, love and emotions, fear, convenience. Chapter seventeen: sales promotion and personal selling: consumer sales promotion: sales promotion activities targeting the ultimate consumer, trade sales promotion: targeting a marketing channel member (wholesaler) Immediate purchase is always the goal of sales promotion.
