MGTA01H3 Chapter Notes - Chapter 5: Promotional Mix, Advertising, Sales Promotion
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MGTA01H3 Full Course Notes
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Chapter 5 promotion and place: making products known, easy to find and easy to get. Promotion: any technique used to inform, educate and excite potential customers about a business and its products, and to induce them to buy. Promotion seeks to accomplish four things with potential customers: Advertising: paid, non-personal communication used to raise awareness about the business and its products. Recent research suggests that the human attention span is approximately eight seconds, just long enough to remember a slogan or a jingle. Advertisement must therefore be kept short and simple and repeated frequently for their message to register. If marketers choose advertising as their promotional method, they must pay particular attention to market segmentation. Advertising media: the spe(cid:272)ifi(cid:272) (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374) devi(cid:272)es or (cid:272)ha(cid:374)(cid:374)el used to (cid:272)arryi(cid:374)g a seller"s message to the target market. Pros: ads can be better pinpointed to the target audience.
