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

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.
Two types:
Non-personal channels – no personal contact with consumer
o Print, broadcast
Personal channels – involves direct contact
o Direct selling
o Salespeople
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.

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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
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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

  • Coordination of promotion and marketing efforts for maximum impact.• Consistent – Consistent message to customers
    • Coordinated – Coordinate/manage promotional efforts to be logically connected
    • Complementary – Synchronization to create a greater overall campaign
    • Continuity – Use more precisely targeted promotional tools over time
    • Examples: Snickers – “You’re not you when you’re hungry” increases sales, YouTube searches, and unpaid media impressions. Targeting guys with diet drinks – make the can manly with colors and design, don’t use the word diet, sponsor NASCAR and Game Day

 

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