Advertising and promotion book pdf
Launch! Advertising and Promotion in Real Time - Open Textbook LibraryNever miss a great news story! Get instant notifications from Economic Times Allow Not now. The five forces model of analysis was developed by Michael Porter to analyze the competitive environment in which a product or company works. The threat of entry: competitors can enter from any industry, channel, function, form or marketing activity. How best can the company take care of the threat of new entrants? Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people. Such people advertise for a product lending their names or images to promote a product or service.
Above and Below-the-line Promotion
In marketing, promotion refers to any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or issue. The aim of promotion is to increase awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix , which includes the four Ps, i. Promotion is also one of the elements in the promotional mix or promotional plan. These are personal selling , advertising , sales promotion , direct marketing publicity and may also include event marketing , exhibitions and trade shows. Promotion covers the methods of communication that a marketer uses to provide information about its product.
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Publisher: Saylor Foundation. The text provides a survey of advertising and promotion concepts. The authors provide good links to external resources at the end of each chapter. The discussions on ROI and measurement are well written and provide students with a good The discussions on ROI and measurement are well written and provide students with a good illustration of the concept and how to measure it. This text is over pages and gives a cursory look at promotions.