Transcript Chapter 15 Notes

CHAPTER 15
Promotion Means
Effective Communication
15.1 Promotion as a Form of Communication
15.2 Types of Promotion
15.3 Mixing the Promotional Plan
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PROMOTION AS A FORM
OF COMMUNICATION
GOALS for Lesson 15.3
Explain the three roles of promotion in
marketing.
Describe how the communication
process works in marketing.
Define the two types of communication
that are important to marketers.
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The Role of
Promotion in Marketing
Inform
Persuade
Remind
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Promotion Is a
Communication Process
Sender
Encoding by the sender
Message channel
Receiver
Decoding by the receiver
Noise
Feedback
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The Communication Process
Sender
Encoding
by Sender
Message
Channel
Receiver
Decoding
by Receiver
Feedback
Noise
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Types of Communication
Interpersonal communication
 Two-way communication
 Involves two or more people in some kind of
person-to-person exchange
Mass communication
 One-way communication
 Involves communicating to huge audiences,
usually through mass media such as
magazines, radio, television, or newspapers
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TYPES OF PROMOTION
GOALS for Lesson 15.2
 Describe the advantages and disadvantages
of advertising and publicity as types of
promotion.
 Explain the advantages and disadvantages of
personal selling as a type of promotion.
 Define sales promotion and describe its
advantages and disadvantages as a type of
promotion.
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Advertising
Advantages of advertising
Disadvantages of advertising
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Examples of
Mass Media Advertising
Direct mail
Outdoor
Magazines
Newspaper
Internet
Radio
Television
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Publicity
Advantages of publicity
Disadvantages of publicity
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Personal Selling
Advantages of personal selling
Disadvantages of personal selling
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Sales Promotion
Advantages of sales promotion
Disadvantages of sales promotion
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MIXING THE
PROMOTIONAL PLAN
GOALS for Lesson 15.3
Explain the four major factors that affect
the promotional mix.
Describe the seven steps in the
promotional planning process.
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Elements of
a Promotional Mix
Advertising
Personal selling
Publicity
Sales promotion
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Factors that Affect the
Promotional Mix
Marketing
Mix
Target Policy and Financial
Market Objectives Resources
Promotional
Mix
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Promotional Planning
The promotional plan is a carefully
arranged sequence of promotions
designed around a common theme
responsive to specific objectives.
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The Steps
in Promotional Planning
Analyze the market
Identify the target market
Develop promotional objectives
Develop a promotional budget
Select the promotional mix
Implement the promotional plan
Evaluate the results
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