Kategorier: Alle - awareness - strategies - advertising - communication

av Nik Syahmi 5 år siden

195

1-Sheet 1

Promotional efforts for information products and services are designed to inform, persuade, and remind the target audience about the benefits and features of the offerings. The ultimate goal is to influence opinions and drive responses, such as purchasing decisions.

1-Sheet 1

PROMOTION OF INFORMATION PRODUCT AND SERVICES (CHAPTER 1)

FACTORS AFFECTING THE PROMOTIONAL MIX

PUSH AND PULL STRATEGIES
AVAILABLE FUNDS
OBJECTIVE OF THE PROMOTION EFFORT
TARGET MARKET CHARACTERISTICS
STAGE IN THE PRODUCT LIFE CYCLE
NATURE OF PRODUCT

PROMOTION

OBJECTIVE
STAGES

PURCHASE

CONVICTION

PREFERENCE

LIKING

KNOWLEDGE

AWARENESS

REMIND THE TARGET AUDIENCE
PERSUADE THE TARGET AUDIENCE
INFORM THE TARGET AUDIENCE
DEFFINE
COMMUNICATION BY MARKETERS THAT INFORMS, PERSUADES, & REMIND TO BUYER FOR INFLUENCE AN OPINION OR ELICIT (EXTRACT) A RESPONSE

PROMOTION METHODS

PUBLIC RELATIONS
REFER TO ACTIONS TAKEN WITH THE GOAL OF CREATING OR MAINTAINING A FAVORABLE PUBLIC IMAGE
SALES PROMOTION
IT IS A SHORT-RUN TOOL USED TO STIMULATE IMMEDIATE INCREASES IN DEMAND
PERSONAL SELLING
DIRECT COMMUNICATION BETWEEN A SALES PERSON AND ONE OR MORE PROSPECT BUYER IN AATTEMPT TO INFLUENCE THEM TO BUY
ADVERTISING
IMPERSONAL, ONE-WAY MASS COMMUNICATION ABOUT A PRODUCT OR ORGANIZATION THAT IS PAID FOR BY A MARKETER

PROMOTION STRATEGIES

DECLINE STAGE
MATURITY STAGE
GROWTH STAGE
INTRODUCTION STAGE