BU352 Chapter Notes - Chapter 14: Sales Promotion, Search Engine Marketing, Adwords
Document Summary
Personal selling: personal presentation by a firm"s sales force: for the purpose of making sales and building customer relationships. Advertising: paid placement of a message in the media: non-personal communication, identified sponsor. Sales promotion: short term incentives, stimulate purchase. Public relations: free placement of a message in the media: on-going process of building good relations with the company"s various publics by: Direct marketing: direct communications (other than personal selling) carefully targeted to individual consumers and/or businesses: designed to generate a response. The communication process: the sender: the firm from which an imc message originates; the sender must be clearly identified to the intended audience. How consumers perceive communication: receivers decode messages differently, senders adjust messages according to the medium and receivers" traits. Unique selling proposition (usp): a strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign: the appeal.
