ADM 1100 Chapter Notes - Chapter 13: Telemarketing, Order Processing, Integrated Marketing Communications

• School: University of Ottawa
• Department: Administration
• Course: ADM 1100
• Professor: Patrick Woodcock

Document Summary

Promotion: the function of informing, persuading, and influencing a purchase decision. Integrated marketing communications: the coordination of all promotional activities- media advertising, direct mail, personal selling, dale promotion, and public relations to produce a unified, customer- focused promotional strategy. Focused on customer needs to create a unified promotional message in the firms ads, in-store displays, product samples, and presentations by company sales representatives. Promotional mix: the combination and non-personal selling that marketer use to meet the needs of a firms target customers and to effectively and efficiently communicate its message to them. Personal selling: the most basic form of promotion: a direct person-to- person promotional presentation to a potential buyer. Non-personal selling: forms of selling such as advertising, sales promotion, direct marketing, and public relations. Some use promotion to expand their markets while others use promotion to defend their current position. Five major promotional objectives: providing information, differentiating a product: Increasing sales: stabilizing sales, highlighting the products value.