Mar-3023 Study Guide - Final Guide: Demand Curve, Variable Cost, Average Cost
Document Summary
What is promotion: pro mo tion (pro-mo-shun)n. encouragement of the progress, growth, or acceptance of something; furtherance. In marketing: promotion is one of the four elements of the marketing mix. The communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer"s purchasing decision. Tends in advertising increasing 27662 spent, new media, general idea of where most spent, Promotions mix (apps: advertising, personal selling, public relations, sales promotion. Integrated communications is coordination of promotion and marketing efforts for maximum impact. Integrated communications: consistent - consistent message to customers, coordinated - coordinate/manage promotional efforts to be logically connected, complementary synchronization to create a greater overall campaign, continuity - use more precisely targeted promotional tools over time. 2 general promo strategies: push policy, pull policy. Communication process: the process that describes the exchange of information between two or more people, what are the elements.
