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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 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?
Communication model Channel Encoding Decoding Sender Receiver Receiver Sender Message Feedback Decoding Encoding
Communication model Channel Encoding Decoding Sender Receiver Receiver Sender Message Feedback Decoding Encoding Noise
Ideal Message (AIDA) • gain Attention • hold Interest • arouse Desire • obtain Action
Promotional Mix • Advertising • Personal selling • Publicity • Sales promotion • PR
Public relations • Image • Media • Community • In-house • Publicity • Crisis
Advertising • Define the audience • Determine the objectives • Determine the budget • Develop the message
Slice-of-life Life style Fantasy Mood Musical Personality Expert Scientific Testimonial Message execution
Advertising • Define the audience • Determine the objectives • Determine the budget • Develop the message • Pretest
Communication Programpros and cons • Television • Radio • Newspaper • Magazines • Outdoor • Direct mail
Communication Program (cont) • Reach • Frequency • Share of voice • Evaluate the response
Activity… • Watch ads • Fill out worksheet • Discussion