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Promotion

Promotion. H Edu 4310. Promotion. My friend’s cousins gets up early every morning. How early? She reads a lot of books each summer. How many? He came from a big family. How big? He plans on making a lot of money some day. How much? She hopes to live to a old age. How old?.

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Promotion

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  1. Promotion H Edu 4310

  2. Promotion • My friend’s cousins gets up early every morning. How early? • She reads a lot of books each summer. How many? • He came from a big family. How big? • He plans on making a lot of money some day. How much? • She hopes to live to a old age. How old?

  3. Communication model Channel Encoding Decoding Sender Receiver Receiver Sender Message Feedback Decoding Encoding

  4. Communication model Channel Encoding Decoding Sender Receiver Receiver Sender Message Feedback Decoding Encoding Noise

  5. Ideal Message (AIDA) • gain Attention • hold Interest • arouse Desire • obtain Action

  6. Promotional Mix • Advertising • Personal selling • Publicity • Sales promotion • PR

  7. Public relations • Image • Media • Community • In-house • Publicity • Crisis

  8. Advertising • Define the audience • Determine the objectives • Determine the budget • Develop the message

  9. Slice-of-life Life style Fantasy Mood Musical Personality Expert Scientific Testimonial Message execution

  10. Advertising • Define the audience • Determine the objectives • Determine the budget • Develop the message • Pretest

  11. Communication Programpros and cons • Television • Radio • Newspaper • Magazines • Outdoor • Direct mail

  12. Communication Program (cont) • Reach • Frequency • Share of voice • Evaluate the response

  13. Some campaigns…

  14. Activity… • Watch ads • Fill out worksheet • Discussion

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