14
Copyright © 2007 South-Western. All rights reserved. Chapter 14 Promoting Products
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Copyright © 2007 South-Western. All rights reserved.
Chapter 14
Promoting Products
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Learning Objectives
PromotingProducts
Optimal Mix Advertising
P.R. Selling
Promotion
Mix
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
The Key Decisions in Running a Business
Promoting Products Promotion
• The act of informing or reminding consumers about a specific product or brand.
• should increase demand and generate a higher level of sales
Copyright © 2007 South-Western. All rights reserved.
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Promotional Mix
MixAdvertisingSellingPromotionP.R.Optimal Mix
Advertising Personal Selling
Sales Promotion
Public Relations
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Reasons for Advertising
MixAdvertisingSellingPromotionP.R.Optimal Mix
Comparative Reminder
Institutional Industry
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Forms of Advertising
MixAdvertisingSellingPromotionP.R.Optimal Mix
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Steps to Personal Selling
MixAdvertisingSellingPromotionP.R.Optimal Mix
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Promotion Strategies
MixAdvertisingSellingPromotionP.R.Optimal Mix
Rebates
Coupons
Sampling
Displays
Premiums
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Public Relations
MixAdvertisingSellingPromotionP.R.Optimal Mix
Special Events
News Releases
Press Conferences
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Promotional Methods
MixAdvertisingSellingPromotionP.R.Optimal Mix
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Target Market
MixAdvertisingSellingPromotionP.R.Optimal Mix
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Promotion Budget
MixAdvertisingSellingPromotionP.R.Optimal Mix
Product Life Cycle
Competition
Economic Conditions
Promoting Products
Copyright © 2007 South-Western. All rights reserved.
Promotion and Performance
MixAdvertisingSellingPromotionP.R.Optimal Mix
