Promotions

Promotion 1 ,[object Object],[object Object],[object Object]

Promotion ,[object Object],[object Object]

Figure 15.4: Haagen-Dazs –Providing Information to Consumers

Promotional tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Examples? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Figure 17.1 The marketing communications system The marketing communications system

Integrated marketing communications ,[object Object],[object Object],[object Object]

The changing communications environment ,[object Object],[object Object],[object Object]

The need for integrated marketing communications Figure 17.2 Integrated marketing communications

Schramm Model of communication Figure 17.3 Elements in the communication process

Steps in developing effective communication ,[object Object],[object Object]

Steps in developing effective communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Objectives…… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Steps in developing effective communication Ideally the message should get Attention , hold Interest , arouse Desire and obtain Action . The AIDA Model. ,[object Object]

Steps in developing effective communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Steps in developing effective communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Steps in developing effective communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methods used to set the promotional budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion mix strategies 1 ,[object Object],[object Object],[object Object]

Promotion mix strategies 2 ,[object Object],[object Object]

Figure 17.6 Push versus pull promotion strategy Push versus pull promotion strategy

Factors in designing promotion mix strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Factors in designing promotion mix strategies Figure 17.7 Relative importance of promotion tools in consumer versus industrial markets

Promotions

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