CHAPTER 15 (attention, interest, desire, action), the steps consumers take in reaching a purchase decision a communication of information, advice,

or a request a critical tool in creating effective direct- marketing campaigns. a form of nonpersonal selling in which the marketer pays a motion picture or television program owner a fee to display his or her product prominently in the film or show. A frequent objective of the firms promotional efforts a measurement technique that relates the cost of an ad to every thousand people who view it. a promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel. a very powerful tool that helps organizations win new customers and enhance relationships with existing ones. acts as the source in the communication system as he or she seeks to convey a affects the choice of promotional strategies. aimed at promoting such important causes as stopping drug abuse or supporting national parks. allocates a predetermined amount to each sales or production unit another method frequently used to quickly obtain customer opinions regarding a particular firms goods and services. any paid, nonpersonal communication through various media about a business firm, not-for-profit organization, product, or idea by a sponsor identified in a message intended to inform, persuade, or remind members of a particular audience are 30-minute or longer product commercials that resemble regular television programs can be especially risky on a global level, where noise can lead to some interesting misinterpretations. consists of marketing activities other than personal selling, advertising, guerrilla marketing, and public relations that stimulate consumer purchasing and dealer effectiveness. develops a promotional budget based on a sound evaluation of the firms promotional objectives direct marketing technique that relates the cost of an ad to the number of people who click it. Funding for the advertisement of agricultural commodities comes from mandatory fees helps researchers concentrate on quantifiable indicators of effectiveness, such as recallhow much members of the target market remember about specific products or advertisementsand readershipsize and composition of a messages audience. In such forms as ineffective promotional appeals, inappropriate advertising media, or poor radio or television reception in which a firm that is not an official sponsor tries to link itself to a major international event includes advertising, product placement, sales promotion, direct marketing, public relations, and guerrilla marketing. involves a sales force that uses only the telephone to contact customers, reducing the cost of making personal visits involves both in-house resources and outside vendors. It involves marketing personnel; members of the sales force who deal with wholesalers, retailers, and organizational buyers; and customer service representatives is another form of guerrilla marketing that has rapidly caught on with large and small firms. is the function of informing, persuading, and influencing the consumers purchase decision. maximizes the inputs productivity. Messages that deal with buyerseller relationships occurs when an organization provides money or in-kind resources to an event or activity in exchange for a direct association with that event or activity. only one component of electronic direct marketing.

perhaps the most common way of establishing promotional budgets. The percentage can be based on sales either from some past period (such as the previous year) or forecasted for a future period (the current year). provide another outlet for electronic sales. pursue goals beyond creating product awareness. receivers response refer to a firms communications and relationships with its various publics. refers to direct marketing conducted entirely by telephone, and it can be classified as either outbound or inbound contacts. relies more heavily on personal selling. Here the objective is promoting the product to the members of the marketing channel rather than to final users. represent another type of television direct marketing represents interference at some stage in the communication process Sales promotion geared to marketing intermediaries ses unconventional, innovative, and low-cost techniques to attract consumers attention. simply matches competitors outlays, either in absolute amounts or relative to the firms market shares. the desire for a general product category the desire for a specific brand. the marketing-oriented aspect of public relations. It can be defined as nonpersonal stimulation of demand for a good, service, person, cause, or organization through unpaid placement of significant news about it in a published medium or through a favorable presentation of it on the radio or television. the oldest form of promotion, dating back as far as the beginning of trading and commerce the percentage of Web site visitors who actually make a purchase. the receivers interpretation of the message. the use of direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information (lead generation), or a visit to a place of business to purchase specific goods or services (traffic generation). This type of marketing works well to reach college students and other young adults. to inform the market about the availability of a particular good or service to measure the effectiveness of promotion translated into understandable terms, and transmitted through a communications channel which coordinates all promotional activitiesmedia advertising, direct mail, personal selling, sales promotion, public relations, and sponsorshipsto produce a unified, customer-focused promotional message. works like a subset of the marketing mix, with its product, distribution, promotion, and pricing elements. >aspects of promotion >three tasks of effective message >AIDA steps >objectives of promotion >elements of promotional mix >six major categories of nonpersonal selling >how sponsorship differs from advertising >different media forms >factors influence the effectiveness of a promotional mix >three areas in which promotion exerts influence. >traditional methods used for creating a promotional budget