The Role of Promotion

In: Business and Management

Submitted By ibrahim022
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the role of promotion and ad

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ADVERTISING AND SALES PROMOTION * Jul 01, 2009 * 0 * 13,629

Impact of World Financial Crisis on the Media Industry
"Espionage Management" Part 1. Mikhail Kryzhanovsky, KGB and CIA Abstract Advertising is the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. The messages carried in-medias. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising programme. It helps the consumer to save their time in purchases.
It helps the manufacturer sell their products. The relation between wholesalers and retailers is improved through advertising. Sales promotion consists of diverse collection of incentive tools, mostly short-term designed to Sales promotion tools vary in their specific objectives. A free sample. Stimulates consumer trial, while a free management advisory service comments a long-term relationship with a retailer stimulates quicker and / or greater purchase of a particular product by consumers or the trade. Rationale of sales promotion may be analyses for Short-term results, Competitive Pressure, Buyers' expectations, Low quality of retail selling. There is wide acceptance that sales promotion is one of the most mismanaged of all marketing functions. The report…...

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...Promotion: Chapter 18-19 and 3 (3/4/14) What comprises Promotion? * Advertising * Personal selling * Sales Promotion (coupons and interaction with the customer) * Public Relations * Direct Marketing * Online Marketing * Social Media The Communication Process * Sender (Firm) * Transmitter * Encoding * Communication channel (internet, TV, radio) * Receiver * Noise (anything that interferes with the message) * Feedback Loop (the customer gives a feedback about the ad or message) * Example: 2012 Presidential Campaign * “47%” Romney Quote * Sender: Romney * Communication Channel: TV/News * Receiver: Electorate * Noise * Feedback Loop: Instant feedback –very negative * Example: 2012 Presidential Campaign –Obama * “Ann Romney never worked a day in her life” * Sender: Democratic Party staffer * Communication Channel: TV/News/Twitter * Receiver: Electorate * Noise * Feedback Loop: Instant feedback, not acceptable How Consumers Perceive Communications * People decode messages differently * “Never worked a day in her life” * Attack on Ann Romney * Meaning? * Obama Attack Ad * Senders adjusts message * Medium * Receivers’ traits * Example: You Can Play Project The AIDA Model * Awareness (Obama on Jimmy Fallon –April......

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