Beginning with an explanation of promotion and the communication process itself, this chapter focuses on the 3rd ‘P’ of the marketing mix

Begin" rel="nofollow">innin" rel="nofollow">ing with an explanation of promotion and the communication process itself, this chapter focuses on the 3rd ‘P’ of the marketin" rel="nofollow">ing mix. The objectives of promotion are examin" rel="nofollow">ined: creatin" rel="nofollow">ing awareness for a product, stimulatin" rel="nofollow">ing demand, encouragin" rel="nofollow">ing buyers to try a product, perhaps the most important objective, and others. The chapter then in" rel="nofollow">introduces the Promotional Mix, the four promotion activities: advertisin" rel="nofollow">ing, personal sellin" rel="nofollow">ing, public relations, and sales promotion, all of which may be used to promote a product, briefly explain" rel="nofollow">inin" rel="nofollow">ing each. Some of these may be used alone for promotion (primary tools of advertisin" rel="nofollow">ing and personal sellin" rel="nofollow">ing), and some must be used together with a primary tool (secondary, public relations, sales promotion). How to select which activities might be best is also discussed. In decidin" rel="nofollow">ing how to promote a product, a marketer must consider his or her goals, resources in" rel="nofollow">includin" rel="nofollow">ing money, the target market, the product, and the cost of the promotion methods. AIDA is an acronym that stands for attention, in" rel="nofollow">interest, desire, and action - the stages of consumer in" rel="nofollow">involvement with a promotional message. a. Read the chapter. b. Watch this TED talk, which has been watched by more than 5 million TED viewers! http://www.ted.com/talks/seth_godin" rel="nofollow">in_on_the_tribes_we_lead?language=en Post: What is the main" rel="nofollow">in or critical message in" rel="nofollow">in the talk? Briefly, what topics in" rel="nofollow">in this chapter come to your min" rel="nofollow">ind – as bein" rel="nofollow">ing connected to the message of the “tribes we lead?”