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| communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior |
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| direct spoken communication between sellers and potential custiomers; salespeople get immediate feedback; often expensive, so desireable to combine w/ other methods |
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| communicating with large numbers of potential customers at the same time; when the target market is large and scattered mass selling can be less expensive |
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| any paid form of non-personal presentation of ideas, goods or services by an identified sponsor |
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| 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. ex: press releases do this |
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| referss to promotion activites other than advertising, publicity and personal selling that stimulate interest, trial or purchase by final customers or others in the channel; can be implemented quickly and get results sooner relative to other promotion methods; ex: contests, coupons, gifts, sales aids |
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| concerned with managing personal selling; responsible for building good distribution channels and implementing place policies |
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| manage their company's mass-selling effort in television newspapers, magazines and other media; job is to choose the right media and develop the ads |
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| communication with noncustomers, including labor, public interest groups stockholders and the government |
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| manage their company's sales promotion effort |
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| Integrated marketing communications |
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| the intentional coordination of every commnunication from a firm to a target customer to convey a consistent and complete message; different promotion methods handle different parts of the job; everyone involved must clearly understand the plan for the overall marketing strategy |
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1. reinforce present attitudes or relationships that might lead to favorable behavior
2. actually change the attitudes and behavior of the firm's target market |
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| 3 pasic promotion objectives |
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| informing: consumers must know something about a product if they are to buy persuading: the firm will try to develop a favorable set of attitudes so customers will buy and continue to buy the product and reminding: consumers who have been attracted and sold once are still targets for competitors appeals-reminding of past satisfaction may keep them from switching |
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| consists of four promotion jobs: Attention Interest, Desire and Action |
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| a source trying to reach a receiver with a message through different channels: ex: source->encoding-> message channel-> decoding-> receiver |
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| the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver |
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| any distraction that reduces the effectiveness of the communication process |
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| reveiver translating the message; different audiences may interpret a message differently |
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| the carrier of the message |
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| using normal promotion effort-personal selling advertising and sales promotion to help sell the whole marketing mix to possible channel members |
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| getting customers to ask middlemen for the product |
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| shows when different groups accept ideas; emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea |
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| the first to adopt; eager to try a new idea and willing to take risks; tend to be young and well educated |
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| well respected by their peers and often are opinion leaders; tend to be younger more mobile and more creative; tends to have the greatest contact with salespeople; help the promotion effort by spreading word of mouth information |
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| avoid risk and wait to consider a new idea after many early adopters have tried it; avg sized business firms; members themselves aren't opinion leaders |
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| cautious about new ideas; are older and more set in their ways; less likely to follow late adopters |
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| prefer to do things the way they've been done in the past and are very suspicious of new ideas' older and less well educated |
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| demand for the general product idea; not just for the company's own brand |
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| demand for a company's own brand; job is to persuade customers to buy and keep buying the company's product |
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| basing the budget on the job to be done; ex: spending level might be based on the number of new customers desired and the percentage of current customers that the firm must retain to leverage investments in already established relationships |
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