Mqm 328 e the arts
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MQM 328 E & The Arts. The Promotion Variable Ch. 8. Promotion. First and foremost it is a communications tool an image transmitting the corporate message and image Advertising is just one of the tools of promotion. Key Promotional Objectives. 1.Information 2.Persuasion 3.Education.

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MQM 328 E & The Arts

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Mqm 328 e the arts

MQM 328E & The Arts

The Promotion Variable

Ch. 8


Promotion

Promotion

  • First and foremost it is a communications tool an image transmitting the corporate message and image

  • Advertising is just one of the tools of promotion


Key promotional objectives

Key Promotional Objectives

  • 1.Information

  • 2.Persuasion

  • 3.Education


Promotional tools

Promotional Tools

  • Advertising

  • Personal Selling

  • Public Relations

  • Sales Promoting


8 steps to personal selling

8 Steps to Personal Selling

  • Prospecting (Qualifying)

  • Preparation

  • Approach

  • Diagnosis

  • Presentation

  • Dealing with objections

  • Closing

  • Follow up


Sales promotions

Sales Promotions

  • Sales aids

  • Motivational Items or programs

  • Spin-off products


Functions of promotion

Functions of Promotion

  • Communicate the message

  • Produce a change in the consumer


Communicating a message

Communicating a Message

  • Sender

  • Encoding

  • Message

  • Decoding

  • Receiver

  • Field of experience

  • Point of reference

  • Feedback


The aida formula

The AIDA Formula

  • Attract Attention

  • Create Interest

  • Generate Desire

  • Provoke Action


Defense mechanisms

Defense Mechanisms

  • Selective perception

  • Selective comprehension

  • Selective retention


The purchasing process

The Purchasing Process

  • Ignorance

  • Knowledge

  • Understanding

  • Conviction

  • Decision

  • Action


The communications plan

The Communications Plan

  • Who?

    • The image a company projects, is it the desired one?

  • What?

    • What message to send?

  • To Whom?

    • Segment market


The communications plan1

The Communications Plan

  • How?

    • Optimal way to reach?

  • When?

    • Timing is everything!

  • What Results?

    • Measurable objectives!


Stages of a communications plan

Stages of a Communications Plan

  • Setting the communications objectives

  • Drawing up a promotional Budget

  • Create the promotional strategy


Sponsorship

Sponsorship


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