Promoting a product only to the next institution down the marketing channel The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. Trade shows and personal selling Push money: also known as “spiffs”. An extra commission paid to retail employees to push products
The number of times these targeted consumers are exposed to the advertisement
More effective to reach 25 customers 4 times rather than 100 customers onceTYPE THE ANSWER
how the communication travels from the source to the receiver.
Non-personal channels – no personal contact with consumer
o Print, broadcast
Personal channels – involves direct contact
o Direct selling
o WOM (Word of Mouth)
o “Buzz marketing” – a subset of “viral marketing” wherein companies hire socially active consumers to promote products to their friends, relatives, and acquaintances ie. Rei closing on black Friday, Samsung and the most retweeted selfie from the Oscars w/ Ellen, Jennifer Lawrence.
Chick-Fil-A All you can eat but only in one location,
Sony using under cover tourists,
P&G using teens to promote productsTYPE THE ANSWER
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