BUS 343 Chapter Notes - Chapter 13-15: Sales Promotion, Mobile Marketing, Retail
6 Sep 2018
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Chapter thirteen: communicating customer value - advertising and public relations the promotion mix. Advertising: any paid form of promotion by an identified sponsor. Pros: large reach across geographical regions, low cost per exposure, repeat message leads to a perception of product success and popularity, expressive medium. Sales promotion: short-term incentive to encourage sale. Pros: attract attention, strong incentivization, dramatizes product offers, boosts lagging sales, reward quick response. Cons: effects are short-lived, not as effective in building long-term brand preference and customer relationships. Personal selling: personalized interactions to build relationship. Ex. sales presentations, trade shows, incentive programs. Pros: ability to make personalized adjustments, more likely to have a customer response (positive or negative) Cons: most expensive promotion tool (often three times as expensive), long-term commitment. Public relations: building a positive corporate image. Pros: more believable than traditional ads, reach people who avoid salespeople, dramatize product. Cons: underused, used as an afterthought (vs. proactive)
