MGMT 1 Chapter Notes - Chapter 16: Lead Generation, Infomercial, Sales Promotion
Document Summary
Promotion mix: combination of promotional tools an organization uses. Integrated marketing communication (imc): technique that combines all promotional tools into one comprehensive, unified promotional strategy. Advertising: paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message. Product placement: putting products into tv shows, movies, and other media where they will be seen. Infomercial: full-length tv program devoted exclusively to promoting goods. Interactive promotion: promotion process that allows marketers to go beyond monologue to dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships. Sellers try to persuade buyers to buy things (monologue) Review reasons why people like and dislike messages. Learn what customers are thinking and saying about firm. Personal selling: face-to-face presentation and promotion of goods and services. Close the sale: trial close: step in selling process that consists of question or statement that moves the selling process toward actual close.
