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Week 7 - Promotion, Chapter 14, Chapter 16, Chapter 15 - Coggle Diagram
Week 7 - Promotion
Chapter 14
promotion mix
personal selling
public relations (PR)
sales promotion
direct/digital marketing
advertising
setting the total promotion budget
percentage-of-sales method
competitive-parity method
affordable method
objective-and-task method
developing effective marketing communicaiton
9 elements
2 communicating tools
message
media
4 communication function
decoding
response
encoding
feedback
2 major elements in communicaiton
sender
receiver
noise
steps in developing effective marketing communicaitons
determining the communicaiton objectives
5 As
ask
act
appeal
advocacy
awareness
desinging a message
message content
rational/emotional/moral appeal
message structure
message format
identifying terget audience
choosing communicaiton channels and media
personal communicaiton channels
word-of-mouth influence
buzz marketing
nonpersonal communication channels
selecting message source
collecting feedback
promotion mix strategies
push strategy
pull strategy
integrated marketing communications
Chapter 16
managing sales force
training salespeople
compensating salespeople
recruiting and selecting salespeople
supervising sales people
desinging sales force strategy and structure
sales force size
other sales force strategy and structure issues
outside sales force (field sales force)
inside sales force
team selling
sales force structure
territorial sales force structure
product sales force structure
customer (market) sales force structure
evaluating salespeople
social selling: online, mobile, and social media tools
personal selling process
presentation and demonstration
handling objections
approach
closing
preapproach
follow-up
prospecting and qualifying
personal selling
salesperson
role of the sales force
linking the company with its customers
coordinating marketing and sales
sales promotion
major sales promotion tools
trade promotions
business rpmotions
consumer promotions
tools
premiums
point-of-purchase displays
contests/sweepstakes/games
refunds
cupons
event sponsorship
samples
Chapter 15
major advertising decisions
setting advertising budget
developing advertising strategy
two major elements
creating advertising message
selecting advertising media
creating advertising message and brand content
breaking through the clutter
merging advertising and entertainment
advertainment
brand integrations
netive advertising
message and content strategy
creative concept
message execution
execution style
mood/image
musical
fantasy
personality symbol
technical expertise
lifestyle
scientific evidence
slice of life
testimonial/endorsement
consumer-generated content
selecting advertising media
choosing among major media types
selecting specific media vehicles
determining reach, frequency, impact, engagement
deciding on media timing
setting advertising objectives
remind
persuade
inform
evaluating advertising effectiveness and return on advertising investment (ROAI)
other advertising considerations
organizaiton for advertising
advertising agency
international advertising decisions
public relations
may include
public affairs
lobbying
product or brand publicity
investor relations
press relations or press publicity
development
major PR tools
special events
written materials
news
web + social media
videos
corporate identity materials
public service activities
steps
choose PR messages and vehicles
implement PR plan
set PR objectives
evaluate results
