182x Filetype PPT File size 0.49 MB Source: www.bauer.uh.edu
PROMOTION STRATEGY • Communication Process • Promotion Objectives • Major Promotion Areas COMMUNICATION PROCESS Process Marketing Application Source Sender of message Encode Design message Message Personal or non-personal channel Decode Receiver interprets message PROMOTION OBJECTIVES • Communication Objectives - To inform - To remind • Behavior Objectives - To sell - To take some action BEHAVIOR OBJECTIVES IN ADVERTISING • Don’t Mess With Texas • Army ad • Vote in next election • Groupon objectives MAJOR PROMOTION AREAS • Sales Promotion • Publicity • Advertising • Personal Selling • Direct Marketing
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