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Principles of promotion part i

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Principles of promotion part i

  1. 1. Promoting  Your  SECTION   Product  –Part  I   OBJECTIVES   l  Summarize the basic principles of promotion l  Discuss personal selling, sales promotion, and 360 degrees Marketing Entrepreneurship: Owning Your Future, 11th ed. © 2010 Pearson Higher Education,
 1 Steve Mariotti Upper Saddle River, NJ 07458. • All Rights Reserved.
  2. 2. Personal  Selling,  Sales   Promotion,    and  360°  Marketing  —  Sales staff meet and talk with customers person-to- person-person on a daily basis.—  Telemarketing involves promoting or selling products or services over the telephone.—  Salespeople also use networking to find new customers and promote products. Networking is meeting new people though current friends and business contacts.—  A new approach to marketing, called 360° marketing, encourages you to communicate with your prospects and customers from all directions; it blends low-tech and high-tech methods to deliver your message to customers in as many ways as possible.Entrepreneurship: Owning Your Future, 11th ed. © 2010 Pearson Higher Education,
 2Steve Mariotti Upper Saddle River, NJ 07458. • All Rights Reserved.
  3. 3. Principles  of  Promotion  AIDA  is  a  communication  model  used  by  companies  to  plan,  create,  and  manage  their  promotions.  AIDA  stands  for:   1.  Attention. The first step when introducing a new product to a market is to grab the attention of potential customers. 2.  Interest. After you get people s attention, you want to keep it. To hold consumer interest, you need to focus your message on the product s features and benefits. 3.  Desire. What can you do to make your product desirable? 4.  Action. Ask consumers to take action, to buy. You may also want to give them a reason to act right away.Entrepreneurship: Owning Your Future, 11th ed. © 2010 Pearson Higher Education,
 3Steve Mariotti Upper Saddle River, NJ 07458. • All Rights Reserved.

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