ECON344 Chapter 15: BU_352_Chapter15
6 Aug 2016
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Chapter 15 advertising, sales promotions, and personal selling. Attention interest desire action if given the name, customer can recognize the brand brand comes to mind without thinking (motorcycles = harley davidson) delayed response to marketing communication campaign. Product placement: inclusion of product in non-traditional situation (ex. Good with tough competition / growth/early maturity stage remind and prompt repurchase. Sales promotion tools: used to inform, persuade, and remind of a product or service used to inform, persuade, and remind of issues related to politics/industry/place public service announcement bring social issues to the forefront exaggerated or false praise. Pop-up stores: temporary fronts to interact and build a brand. Cross-promoting: two firms collaborating to reach target market. Evaluating sales promotions via metrics: realized margins increase in sales due to promotions long-term impacts (are we taking future sales?) Follow-up leads are potential customers know your customer by research and planning focus on establishing where customer is in the buying process ask question and listen.
