IMD227 CHAPTER 1

Definition of promotion

• communication by marketers that informs, persuades, and reminds potential buyers of product in order to influence an opinion or extract response

• the act of informing or reminding consumers about a specific product or brand

• to communicate with buyers or people regarding our products and give informations related to it

• promote lelong lelong

DEFINITION OF PROMOTION

PURPOSE OF PROMOTION?

• For consumers to be aware of our products

• to remind consumers the product exists

• to remind consumers the product's quality

• to induce consumer to purchase a specific product

list down 5 purpose of promotion

PURPOSE OF PROMOTION?

• For consumers to be aware of our products

• to remind consumers the product exists

• to remind consumers the product's quality

• to protect a product image and retain's its market value

objectives of promotion

• informative promotion

• persuasive promotion

• reminder promotion

• information promotion

objective promotion:

Informative promotion

• increasing the awareness of a new brand, product attribute

• explaining how the product works

• suggesting new uses of a product

• encouraging brand switching

objective promotion:

Informative promotion

• building a company image

• explaining how the product works

• suggesting new uses of a product

• persuading customer to call

objective promotion:

persuasive promotion

• encouraging brand switching

• maintaining consumer awareness

• changing customer perceptions of product attributes

• persuading customer to call

objective promotion:

persuasive promotion

• encouraging brand switching

• influencing customers to buy now

• changing customer perceptions of product attributes

• persuading customer to call