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PROMOTION & COMMUNICATION POLICY - Coggle Diagram

- - - - Paid non-personal presentation and promotion
    - - High massiveness
      - Highly repeatable
      - Amplified expression
      - Liberal communication
    - - Informative Advertising
        
        Introduce new products
        
        Explain product usage
        
        Notify changes
        
        Build company image
        
        Reduce buyer fears
      - Persuasive Advertising
        
        Create brand preference
        
        Encourage switching brands
        
        Change customer perception
        
        Persuade immediate purchase
      - Reminder Advertising
        
        Remind product need
        
        Remind purchase location
        
        Maintain customer awareness
    - - Broadcast (TV, Radio)
      - Print (Magazine, Newspaper)
      - Outdoor
      - Internet
  - - - Short-term incentives to encourage purchase
    - - Samples
      - Coupons
      - Cash refunds
      - Discounts
      - Premiums
      - Point-of-purchase displays
      - Contests
      - Event sponsorship
    - - Discounts
      - Allowances
      - Free goods
      - Push money
    - - Trade shows
      - Demonstrations
      - Sales contests
  - - - Building good relations with publics
    - - Sponsorship
      - Charitable activities
      - Public visits
      - Financial disclosure
      - Community relations
      - Event planning
      - Press relations
      - Press conferences
      - Lobbying
      - Crisis management
  - - - Direct interaction with customers
    - - Face-to-face
      - Telephone
      - Video/Web conferencing
    - - Represent company
      - Represent customers
      - Coordinate with marketing
    - - Prospecting & Qualifying
      - Pre-approach
      - Approach
      - Presentation
      - Handling objections
      - Closing
      - Follow-up
  - - - Direct connections with targeted consumers
    - - Catalogs
      - Telemarketing
      - Kiosks
      - Sales letters
      - Flyers
    - - Website
      - Online advertising
      - Online communities
      - Email marketing
- - - - Attention
      - Interest
      - Desire
      - Action
    - - Rational appeal
      - Emotional appeal
      - Moral appeal
    - - Open conclusion
      - Closed conclusion
      - One-sided message
      - Two-sided message
    - - Print
      - Radio
      - Television
      - Personal selling