Kinesiology 3399F/G Lecture Notes - Lecture 12: Sales Promotion, Personal Selling, Relationship Marketing

• School: Western University
• Department: Kinesiology
• Course: Kinesiology 3399F/G
• Professor: Greggory Ross

Document Summary

Any activity designed to stimulate interest in, awareness of, and purchase of a product. Method to convey information about the place, price, and product. Critical in the positioning of a product in the mind of the consumer. Advertising - any paid non-personal (not directed to individuals), clearly sponsored messages conveyed through the media. Personal selling - any face-to-face presentation in which the seller has an opportunity to persuade the consumer. Publicity - any form of exposure in the media not paid for by the beneficiary or within the beneficiary"s control or influence. Sales promotion- a variety of activities including displays, trade shows, sampling, coupons, premium items, exhibitions, and performances. Channel - type of media or signage displaying message. Destination - where the message ends up, often beyond the receiver (who may spread it by word of mouth) Signage includes electronic or printed messages or logos identifying a sponsor on any number of materials.