MARK301 Study Guide - Final Guide: Advertising Mail, Sales Promotion, Personal Selling
25 Jan 2015
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Document Summary
The 5 major promotion tools that the promotion mix consists of are: advertising: any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor, sales promotion: short term incentives to encourage the purchase of sales of a product or a services, personal selling: personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships, public relations (pr): building good relations with the company"s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events, direct marketing: direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. Persona selling: personal selling is the most effective tool at certain stages of the buying process, particularly in building up buyer"s preferences, convictions, and actions. channels the touch brands. bad or positive.
