principles of promotion part i

SECT

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OBJECTIVES

Entrepreneurship: Owning Your Future, 11th ed. Steve Mariotti

© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.

l  Summarize the basic principles of promotion l  Discuss personal selling, sales promotion, and 360

degrees Marketing

Promoting Your Product –Part I

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Personal Selling, Sales Promotion, and 360° Marketing

�  Sales staff meet and talk with customers person-to-person-person on a daily basis.

�  Telemarketing involves promoting or selling products or services over the telephone.

�  Salespeople also use networking to find new customers and promote products. Networking is meeting new people though current friends and business contacts.

�  A new approach to marketing, called 360° marketing, encourages you to communicate with your prospects and customers from all directions; it blends low-tech and high-tech methods to deliver your message to customers in as many ways as possible.

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Principles of Promotion AIDA is a communication model used by companies to plan, create, and manage their promotions. AIDA stands for:

1.  Attention. The first step when introducing a new product to a market is to grab the attention of potential customers.

2.  Interest. After you get people’s attention, you want to keep it. To hold consumer interest, you need to focus your message on the product’s features and benefits.

3.  Desire. What can you do to make your product desirable?

4.  Action. Ask consumers to take action, to buy. You may also want to give them a reason to act right away.

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principles of promotion part i

Business