CHAPTER SIXTEEN

PROMOTION: COMMUNICATION WITH A PURPOSE

PROMOTION: COMMUNICATION WITH A PURPOSE

PROMOTION: COMMUNICATION WITH A PURPOSE

PROMOTION: COMMUNICATION WITH A PURPOSE

Communication media

Communication media

Communication media

Communication media

PROMOTION: COMMUNICATION WITH A PURPOSE

PROMOTION: COMMUNICATION WITH A PURPOSE

PROMOTION: COMMUNICATION WITH A PURPOSE

PROMOTION: COMMUNICATION WITH A PURPOSE

Integrated marketing communications: The promotional mix

PPT Slide

PPT Slide

The communication process

PPT Slide

The communication process

The communication process

The communication process

The communication process

The hierarchy of communications effects

Push and pull strategies

PPT Slide

Cooperative promotional programs

GUERILLA ADVERTISING WARFARE

Promotional campaign

STEPS INVOLVED IN DEVELOPING THE PROMOTIONAL PLAN

Determining the Promotional budget

Promotional campaigns aimed at creating product image and differentiation

Direct-Response Campaigns

The ethics of persuasion