ENT 500 Chapter 7: Longnecker Textbook-Chapter 7
16 Aug 2015
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Document Summary
Promotion consists of marketing communications that inform consumers about rms product and persuade them to it. In fact, promotion is worthless until it effectively communicates a rm"s message. Communication is a process with identi able components. The challenge is (1) to create the promotions that will be most effective in creating awareness and motivation to buy in the target market and (2) creating a cost-effective promotion program. A promotional mix involves a combination of the various promotional methods . Advertising is the impersonal presentation of an idea that is identi ed with a business sponsor. This idea is projected through mass media including tv, radio, magazines, newspapers, online, etc. Advertising in traditional media is on the decline for online marketing and advertising is growing at high rates. Advertising seeks to sell by informing, persuading, and reminding customers of the existence or superiority of the rms product or service.
