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8 Cards in this Set
- Front
- Back
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Promotion mix consists of:
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Advertising
Sales promotion Public relations Personal selling Direct marketing |
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Known the communication process
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Slide
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To develop effective communication:
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Identify the target audience
Determine the communication objectives Design the message Choose the media Select the message source Collect feedback |
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Buyer readiness stages:
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Awareness
Knowledge Liking Preference Conviction Purchase |
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AIDA model:
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Get attention
Hold interest Arouse desire Obtain action |
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Methods of promotion budget and mix:
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Affordable budget method
Percentage of sales method Competitive parity method Objective task method What we did last year method |
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Involves pushing the product to the consumers by inducing channel members to carry the product and promote it to final consumers
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Push strategy
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When the producer directs its marketing activities toward the final consumers to induce them to buy the product and create demand from channel members
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Pull strategy
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