Marketing Campaign Planning
Chapter 5 Planning for a Marketing Campaign
5.2 The Role and Objectives of Promotion
The Role and Objectives of Promotion - Marketing Campaign Planning - ثالث ثانوي
PART 1
Chapter 1 Introduction to Marketing
Chapter 2 Consumer Behavior
Chapter 3 Marketing Strategies
Chapter 4 Products and Services
PART 2
Chapter 5 Planning for a Marketing Campaign
Chapter 6 Advertising and Public Relations
Chapter 7 Personal Selling and Sales Promotion
The Role and Objectives of Promotion
MARKETING MATTERS Promotion is any communication method that a company uses to inform
Give an example of a product or service that you (probably) only know about because of the efforts to promote it
The Role of Promotion in Marketing
Inform
Persuade
Remind
What type of promotion are the marketers of more complicated products most likely to use? Explain your answer
What three roles does promotion play in marketing? Briefly describe each one
What do marketers assume when they aim to remind consumers about their products
How might a promotion aim to both inform and persuade consumers
The Promotion Process What Is Promotion?
Maximizing the Effectiveness of Promotion
Omnichannel Retailing
Define "omnichannel retailing" and explain what it enables the companies that use it to do
How does a company's use of cause-related marketing affect consumer perceptions of that company and what effects can these perceptions have on the company's success
What can effective promotion achieve and how does it do this
How do physical retail stores use applications, coupons. and social media posts to persuade consumers to visit and shop with them?
The Objectives of Promotion
Creating Awareness
Stimulating Demand
Encouraging Product Trial
When you receive free samples in a store, what affect does this have on your chances of purchasing the product you sample? If your answer is "it depends", what factors does it depend on?
MARKETING SCENARIO A burger restaurant's strategy to connect with customers as their business expands
Evaluate the importance of the offering of free food samples to the success of the burger restaurant's promotional strategy
What role does word-of-mouth marketing play in the restaurant's integrated marketing communications
What are the various promotion elements that the burger restaurant's uses to communicate with customers
Identifying Prospects
Retaining Loyal Customers
Facilitating Reseller Support
When a manufacturer is introducing a new consumer brand in a highly competitive product category
Combating Competitive Promotional Efforts
Reducing Sales Fluctuations
How can promotional techniques help to reduce fluctuations in the demand for a product or service at different times of the year
What things can producers do to persuade or encourage resellers to stock and sell their products
How does achieving a high customer retention rate allow companies to save money
What can a company do to create demand for a specific product or service that it sells
When is it particularly important for a company to make consumers aware of its products
What does promotion usually stimulate, facilitate, and help to reduce
Why is promotion the most critical element of the marketing mix
What does a persuasive marketing message tell the receiver
Make Academic Connections Technology
Connect to the Real World You work in the marketing department of a company that sells desert truffles
