MKT 828 Lecture Notes - Lecture 15: Escalator, Sales Promotion, Target Market

• School: Ryerson University
• Department: Marketing
• Course: MKT 828
• Professor: marlaspergel

Document Summary

Any activity designed to stimulate interest in, awareness of and purchase of a product. Method to convey information about the product, price and place. Any paid, non personal (not directed to individuals), clearly sponsored message conv. Any face to face presentation in which the seller has an opportunity to persuade the. Any form of exposure in the media not paid for by the beneficiary or within the bene. A variety of activities including displays, trade shows, sampling, coupons, premium it. Batra, myers, aaker (model of advertising communication system) Originator of the message conveyed through the media the consumer beneficiary control or influence m items, exhibitions and performances. Content and execution of message, what the receiver will perceive. Target market for message and the intended audience. Where the message ends up, often beyond the receiver (who may spread it by word. Includes electronic or printed messages or logos identifying a sponsor on any number of m.