MKT 828 Study Guide - Midterm Guide: Sales Promotion, Personal Selling, Escalator
Document Summary
Positions a product and its image, concentrates on selling. Advertising: paid, nonpersonal sponsored message through the media. Personal selling: face-to-face presentation in which the seller has an opportunity to persuade the consumer. Publicity: form of exposure in the media not paid for by the beneficiary or with their exposure. Sales promotion: includes displays, trade shows, sampling, etc. Move on and up the escalator to move the consumers. The nonaware consumer: is unaware of the existence of the sport product and consequently does not attend. The aware nonconsumer: is aware of the sport product but does not choose to attend. The media consumer: is aware of the sport product and does not consume it directly, but does consume indirectly. The misinformed nonconsumer: is aware of the product but wishes to consumer directly but does not do so because of misinformation/misperception. The most sophisticated campaigns target both existing and potential consumers, concentrating more heavily on current users.
