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MQM 328 E & The Arts

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.

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MQM 328 E & The Arts

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  1. MQM 328E & The Arts The Promotion Variable Ch. 8

  2. 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

  3. Key Promotional Objectives • 1. Information • 2. Persuasion • 3. Education

  4. Promotional Tools • Advertising • Personal Selling • Public Relations • Sales Promoting

  5. 8 Steps to Personal Selling • Prospecting (Qualifying) • Preparation • Approach • Diagnosis • Presentation • Dealing with objections • Closing • Follow up

  6. Sales Promotions • Sales aids • Motivational Items or programs • Spin-off products

  7. Functions of Promotion • Communicate the message • Produce a change in the consumer

  8. Communicating a Message • Sender • Encoding • Message • Decoding • Receiver • Field of experience • Point of reference • Feedback

  9. The AIDA Formula • Attract Attention • Create Interest • Generate Desire • Provoke Action

  10. Defense Mechanisms • Selective perception • Selective comprehension • Selective retention

  11. The Purchasing Process • Ignorance • Knowledge • Understanding • Conviction • Decision • Action

  12. The Communications Plan • Who? • The image a company projects, is it the desired one? • What? • What message to send? • To Whom? • Segment market

  13. The Communications Plan • How? • Optimal way to reach? • When? • Timing is everything! • What Results? • Measurable objectives!

  14. Stages of a Communications Plan • Setting the communications objectives • Drawing up a promotional Budget • Create the promotional strategy

  15. Sponsorship

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