mqm 328 e the arts
Download
Skip this Video
Download Presentation
MQM 328 E & The Arts

Loading in 2 Seconds...

play fullscreen
1 / 15

MQM 328 E & The Arts - PowerPoint PPT Presentation


  • 55 Views
  • Uploaded on

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.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' MQM 328 E & The Arts' - madison-gilliam


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
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
ad