PROMOTION OF INFORMATION PRODUCT AND SERVICES (CHAPTER 1)

INTRODUCTION STAGE

GROWTH STAGE

MATURITY STAGE

DECLINE STAGE

ADVERTISING

IMPERSONAL, ONE-WAY MASS COMMUNICATION ABOUT A PRODUCT OR ORGANIZATION THAT IS PAID FOR BY A MARKETER

PERSONAL SELLING

DIRECT COMMUNICATION BETWEEN A SALES PERSON AND ONE OR MORE PROSPECT BUYER IN AATTEMPT TO INFLUENCE THEM TO BUY

SALES PROMOTION

IT IS A SHORT-RUN TOOL USED TO STIMULATE IMMEDIATE INCREASES IN DEMAND

PUBLIC RELATIONS

REFER TO ACTIONS TAKEN WITH THE GOAL OF CREATING OR MAINTAINING A FAVORABLE PUBLIC IMAGE

DEFFINE

COMMUNICATION BY MARKETERS THAT INFORMS, PERSUADES, & REMIND TO BUYER FOR INFLUENCE AN OPINION OR ELICIT (EXTRACT) A RESPONSE

OBJECTIVE

INFORM THE TARGET AUDIENCE

PERSUADE THE TARGET AUDIENCE

REMIND THE TARGET AUDIENCE

STAGES

AWARENESS

KNOWLEDGE

LIKING

PREFERENCE

CONVICTION

PURCHASE

NATURE OF PRODUCT

STAGE IN THE PRODUCT LIFE CYCLE

TARGET MARKET CHARACTERISTICS

OBJECTIVE OF THE PROMOTION EFFORT

AVAILABLE FUNDS

PUSH AND PULL STRATEGIES