MKTG 2202 Lecture 6: Promotion
20 Feb 2019
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Document Summary
Promotion: activities that communicate value to the target customer and persuade them to buy. The goal is to communicate a clear, compelling, and consistent message this is done with various tools and tactics called the promotion mix. A promotion mix, or marketing communications mix, is a specific blend of promotion tools: advertising: the paid, non-personal presentation of ideas, goods, or services by an identified sponsor. Can trigger quick sales, but is impersonal and lacks the direct persuasiveness of salespeople. Viewed as legitimate by the broader public, and can leave lasting brand images. Very expensive, but reaches masses of buyers at a low cost per exposure. Advertising strategy : a) setting advertising objectives. Persuasive advertising - building brand preference, persuading customers to purchase now, encouraging switching to a brand, creating customer engagement, changing customer perceptions of product value, building brand community. Testimonials: normal people testifying to the effect of the product. Endorsements: celebrity that endorses the product (g. clooney- nespresso)
