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Topic 8 - Promotion - Coggle Diagram

- - - - Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor
    - - Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors stories and events
      - Contains
        
        Press releases
        
        Sponsorships
        
        Special events
        
        Web pages
    - - Short term incentives => encourage the purchase . sale of a product or service
      - Types:
        
        Discounts
        
        Coupons
        
        Displays and demonstration of items
    - - Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
      - Contains
        
        Sales presentations
        
        Trade shows
        
        Telemarketing
    - - Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
      - Types
        
        Catalog, Kiosk, Mobile phone, Internet,...
        
        Catalog ( effective or not depends on the geographic factor )
  - - - the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
- - - - Includes
        
        Type of product
        
        Category
        
        Market
        
        PLC Stage
      - Types of companies
        
        B -to -C
        
        Pull more
        
        Advertising => sales promotion => personal selling => public relations
        
        B-to-B
        
        Push more
        
        Personal selling => sales promotion => advertising => public relations
  - - - Potential buyers / Current users - who make the buying decision or influence it
      - heavily affect the communicator's decisions on
        
        what will be said
        
        how it will be said
        
        when it will be said
        
        where it will be said
        
        who will say it
    - - where the target audience now stands + to what stage it needs to be moved
        ( the target audience maybe in any of six buyer - readiness stages )
    - - 3 key considerations
        
        Message Content ( an appeal / theme that will produce the desired response)
        
        Rational Appeal
        
        audience's self-interest
        
        Emotional Appeal
        
        stir up positive / negative emotions to motivate a purchase
        
        Moral Appeal
        
        sense of right and proper
        
        Should be : meaningful + Believable + Distinctive
        
        Message Structure
        
        3 structure issues
        
        Message Forrmat
    - - Personal Communication Channels
      - Non-personal Communication Channels
    - - the communicator understanding the effect on the target audience by measuring behavious resulting from the message they sent