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10 Cards in this Set

  • Front
  • Back
Promotion
Communicationg information between the seller and potential buyer or otherns in the channel to influence attitudes and behavior
AIDA
Get Attention
Hold Interest
Arouse Desire
Obtain Action
Personal Selling
Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
Sales Promotion
short term incentives to encourage the purchase or sale of a product
Advertising
Any PAID form of mass communications
Publicity
UNPAID communications
Pushing
using normation promotion mix to sell the mix to possible channel members
Pulling
getting consumers to ask middlemen for the product
Ex: advvertising tailored to consumers
Three promotion objectives
Informing, persuading, and reminding
Promotion during product life cycle
Introduction- stimulate primary demand and gain channel member cooperation
Growth - stimulate selective demand
Market Maturity - mass selling/sales promotion
Decline: cut promotion or increase it to slow cycle