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  • Promotions Decisions: - Promotions Mix - Executions Style - Promotional Objectives

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    Eric Potts
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    The document discusses various aspects of promotion decisions including the promotional mix of personal selling, direct mail, trade shows, television, print media, and point-of-sale displays. It also covers promotional messaging using the AIDA model to grab attention, excite interest, create desire, and prompt action. Finally, it lists execution styles such as lifestyle and fantasy ads as well as common promotional objectives like supporting sales, creating awareness, and modifying attitudes.

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    Promotions

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    The document discusses various aspects of promotion decisions including the promotional mix of personal selling, direct mail, trade shows, television, print media, and point-of-sale displays. It also covers promotional messaging using the AIDA model to grab attention, excite interest, create desire, and prompt action. Finally, it lists execution styles such as lifestyle and fantasy ads as well as common promotional objectives like supporting sales, creating awareness, and modifying attitudes.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    14 views5 pages

    Promotions Decisions: - Promotions Mix - Executions Style - Promotional Objectives

    Uploaded by

    Eric Potts
    The document discusses various aspects of promotion decisions including the promotional mix of personal selling, direct mail, trade shows, television, print media, and point-of-sale displays. It also covers promotional messaging using the AIDA model to grab attention, excite interest, create desire, and prompt action. Finally, it lists execution styles such as lifestyle and fantasy ads as well as common promotional objectives like supporting sales, creating awareness, and modifying attitudes.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 5

    Promotions Decisions

    Promotions mix
    Executions style
    Promotional objectives

    Promotions Mix

    Personal selling
    Telemarketing
    Direct mail
    Trade fairs and exhibitions
    Commercial television
    Newspapers and magazines
    Radio
    Cinema
    Point of sale displays
    Packaging

    The Promotional Message


    Grab
    Excite
    Create
    Prompt

    ATTENTION
    INTEREST
    DESIRE
    ACTION
    AIDA

    Execution styles

    Slice of life
    Lifestyle
    Fantasy
    Mood or image
    Musical
    Personality symbol
    Technical expertise
    Scientific evidence
    Testimonial evidence

    Promotional objectives

    To support sales increases


    To encourage trial
    To create awareness
    To inform about a feature or benefit
    To remind
    To reassure
    To create an image
    To modify attitudes

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