MGMT100 Chapter 8 : week 8 A
Document Summary
Suited to highly targeted communications and relationship building. Marketers can choose from two basic promotion mix strategies: Push strategy: direct marketing activities (primarily personal selling and trade promotion) towards channel members to induce them to carry the product and to promote it to final consumers. Pull strategy: direct marketing activities (primarily advertising and consumer promotion) towards final consumers to induce them to buy the product. Informative extensively used to induce a new brand or new category aims to create selective demand persuasive also known as attack advertising aims to persuade consumers of a product or brands merits. Often executed as a comparative advertising reminder important for mature products aims to move consumers into action. Message strategy what is to be communicated. Reach the percentage of people in the target market, who are exposed to the ad campaign during a given period of time.
