ADM 1100 Chapter 13: Chapter 13

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Promotion: function of informing, persuading and influencing a purchase decision. Coordination of all promotional activities media, advertising, direct mail, personal selling, sales promotion and public relations to produce a unified, customer-focused promotional strategy. Must take broad view and plan for all form of customer contact. Create unified personality and message for the good, brand or service. Not o(cid:374)l(cid:455) (cid:271)(cid:396)oad(cid:272)ast a(cid:374)d p(cid:396)i(cid:374)t (cid:373)edia toda(cid:455), it"s a(cid:271)out pa(cid:272)kagi(cid:374)g, sto(cid:396)e displa(cid:455)s, sales. Elements include personal selling, advertising, sales promotion, publicity and public relations promotions, sales presentations, online media. Combination of personal and non-pe(cid:396)so(cid:374)al selli(cid:374)g that (cid:373)a(cid:396)kete(cid:396)s use to (cid:373)eet (cid:374)eeds of a fi(cid:396)(cid:373)"s target customers and to effectively and efficiently communicate its message to them. Personal selling: most basic form of promotion 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. B2b manufacturers spend more on personal selli(cid:374)g tha(cid:374) o(cid:374) ad(cid:448)e(cid:396)tisi(cid:374)g (cid:271)/(cid:272) it"s less (cid:272)ostl(cid:455).

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