MKG 300 Chapter Notes - Chapter 13: Advertising Mail, Internal Communications, Integrated Marketing Communications
13 Sep 2016
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Promotion is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior. Personal selling involves direct spoken communication between sellers and potential customers. Mass selling is communicating with large numbers of potential customers at the same time. When target market is large and scattered, mass selling can be less expensive. Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services. Try to attract attention to the firm and its offerings without having to pay media costs. Sales promotion refers to promotion activities- other than advertising, publicity, and personal selling-that stimulate interest, trial, or purchase by final customers or other in the channel. May be aimed at consumers, intermediaries, or at a firm"s own employees. Firms spend less money on advertising than on personal selling or sales promotion.
