Sales Promotion
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DayMKT--Promotion.pptx
Promotion – Introduction to Integrated Marketing Communications
Multimedia Lecture Support Package to Accompany Essentials of Marketing
Lecture Script 13-1
Chapter Thirteen
Promotion – Introduction to Integrated Marketing Communications
For use only with Perreault and McCarthy texts. © 2003 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
The Message Channel and Noise Are Important Too
Multimedia Lecture Support Package to Accompany Essentials of Marketing
Lecture Script 13-2
This slide relates to material on pp. 313-314.
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PROMOTIONAL MIX
Advertising/Mass Selling
Personal Selling
Direct Marketing
Sales Promotions
Publicity/Public Relations/Sponsorships
Which Methods to Use Depends on Promotion Objectives
Basic
Promotion
Objectives
Informing
Persuading
Reminding
Informing
Persuading
Multimedia Lecture Support Package to Accompany Essentials of Marketing
Lecture Script 13-4
This slide relates to material on pp. 310-311.
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“This new idea is good”
“Our brand is best”
“Our brand is better really”
“Let’s tell those who still want our product”
Promotion Blends Vary Over the Life Cycle
Multimedia Lecture Support Package to Accompany Essentials of Marketing
Lecture Script 13-5
This slide relates to material on pp. 323-324.
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Pulling – Demand Pulls the Product through the Channel
Multimedia Lecture Support Package to Accompany Essentials of Marketing
Lecture Script 13-6
This slide relates to material on p. 319.
An Example of Pulling
Multimedia Lecture Support Package to Accompany Essentials of Marketing
Lecture Script 13-7
This slide relates to material on pp. 319-320.
