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Chapter 11: Promotion Decisions

Chapter Summary:

In this chapter we begin our discussion of the promotion component of the Marketer's Toolkit. We start by defining promotion and we show how promotion is used to meet different objectives. Because communication is a key element of promotion we take an extended look at the communication process. Next, we explore different characteristics of promotion and how different promotional methods stack up to the characteristics. Finally, we discuss factors affecting the choice of promotional methods.

Key Issues:

  • What is Promotion?
  • Objectives of Marketing Promotions
  • Types of Promotion Objectives
  • The Communication Process
  • Characteristics of Promotions
  • The Promotion Mix
  • Factors Affecting Promotion Choice

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. Bennett, J., Boudette, N.E., and Ng, S., "GM Slates Sweeping Rebates As Toyota Closes In on No. 1," Wall Street Journal, June 24, 2008. http://online.wsj.com/article/SB121424094257797029.html
  2. Vella, M., "AT&T Rebrands. Again," BusinessWeek September 11, 2007. http://www.businessweek.com/innovate/content/sep2007/id20070910_397740.htm
  3. Shannon, C.E. and Weaver, W., The Mathematical Theory of Communication, University of Illinois Press, 1949.
  4. Schramm, W., The Process and Effects of Mass Communication, University of Illinois Press, 1960.
  5. "The Global Market: Translating and Localizing," Sales & Marketing Management, October 29, 2007. http://www.managesmarter.com/msg/content_display/sales/e3ibe4be37aafb06b74b4f61a3fe13f03b7
  6. Elliott, S., "New Efforts to Make Long Commercial Breaks Sizzle," New York Times, July 7, 2008. http://www.nytimes.com/2008/07/07/business/media/07adco.html
  7. Elliott, S., "For a New Brand, Pepsi Starts the Buzz Online," New York Times, March 14, 2008. http://www.nytimes.com/2008/03/14/business/media/14adco.html
  8. Whole Foods Market 2007 Annual Report. http://www.wholefoodsmarket.com/investor/ar07.pdf

 

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