tailieunhanh - Lecture Understanding business (10/e): Chapter 16 - William G. Nickels, James M. McHugh, Susan M. McHugh
Chapter 16 - Using effective promotions. In this chapter, you will learn: Identify the new and traditional tools that make up the promotion mix; contrast the advantages and disadvantages of various advertising media, including the Internet and social media; illustrate the steps of the B2B and B2C selling processes.; describe the role of the public relations department, and show how publicity fits in that role;. | Using Effective Promotions Chapter 16 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Identify the new and traditional tools that make up the promotion mix. Contrast the advantages and disadvantages of various advertising media, including the Internet and social media. Illustrate the steps of the B2B and B2C selling processes. Describe the role of the public relations department, and show how publicity fits in that role. Assess the effectiveness of various forms of sales promotion, including sampling. Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work. LEARNING GOALS Chapter Sixteen 16- Promotion and the Promotion Mix Promotion Mix -- The combination of promotional tools an organization uses. The traditional mix includes: PROMOTION in an ORGANIZATION LG1 16- Integrated Marketing Communication (IMC) -- Combines the promotional tools into one comprehensive strategy. . | Using Effective Promotions Chapter 16 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Identify the new and traditional tools that make up the promotion mix. Contrast the advantages and disadvantages of various advertising media, including the Internet and social media. Illustrate the steps of the B2B and B2C selling processes. Describe the role of the public relations department, and show how publicity fits in that role. Assess the effectiveness of various forms of sales promotion, including sampling. Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work. LEARNING GOALS Chapter Sixteen 16- Promotion and the Promotion Mix Promotion Mix -- The combination of promotional tools an organization uses. The traditional mix includes: PROMOTION in an ORGANIZATION LG1 16- Integrated Marketing Communication (IMC) -- Combines the promotional tools into one comprehensive strategy. IMC is used to: Create a positive brand image. Meet the needs of consumers. Meet the strategic marketing and promotional goals of the firm. INTEGRATED MARKETING COMMUNICATION (IMC) LG1 Promotion and the Promotion Mix 16- Amy Scherber of Amy’s Bread can’t afford to outsource her promotions, so she needs to get creative. She sends newspaper editors stories about her company and has an assortment of company shirts. She builds strong word-of-mouth by keeping in touch with her community members. FRESH-BAKED PROMOTION Spotlight on Small Business 16- Identify a target market Define objectives Determine a promotional budget Develop a unifying message Implement the plan Evaluate effectiveness STEPS in a PROMOTIONAL CAMPAIGN LG1 Promotion and the Promotion Mix 16- Advertising: Informing, Persuading and Reminding Advertising -- Paid, non-personal communication through various media by organizations and individuals who are in some way indentified in the message. Major goals of .
đang nạp các trang xem trước
