1. Maynard
How am I inf luenced?

2.  Promotional mix – advertising, publicity, personal
selling, sales promotion
Promotional Promotional Ex.
Objectives Goals
inform increase customer new Ipad
awareness
persuade Increase sales 3 day sale
remind Increase market happy GAP ad
share

3.  Credibility - Perception of media by market
 Cost– Unit cost –per one message, absolute cost –for entire project
 Lead Time - Amt of time to notify media prior to posting message
 Lifetime - Amt of time message lasts
 Attention grabbing/appeals to senses - With in first 3 secs – or else
change channel, flip page
 Environmental issues - Recyclable, reusable
 Flexibility - Use for many types of products
 Frequency - # of times 1 person in target market gets the message
 Reach - # of people who get the message at least 1 time
 Reproducibility - Ability to use the same message again
 Selectivity - Ability to choose a distinct target market to hear
message

4.  Print:  Internet
 Newspaper  Banner
 Magazine  Keyword
 Yellow Pages  Interstitial
 Webcasting/email
 Broadcast
 Radio  Other
 Television  Direct mail
 Gifts
 Outdoor signs
 Corporate sponsorships