2 edition of Promotion: persuasive communication in marketing found in the catalog.
Promotion: persuasive communication in marketing
Includes bibliographical references.
|Statement||[by] Rollie Tillman and C. A. Kirkpatrick.|
|Contributions||Kirkpatrick, Charles Atkinson, joint author.|
|LC Classifications||HF5415 .T56 1972|
|The Physical Object|
|Pagination||xi, 536 p.|
|Number of Pages||536|
|LC Control Number||75176052|
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Part I --Introduction to Promotion --The role of promotion in marketing --Part II --Behavior and communication --Individual behavior --Buyer behavior --Communication --Part III --Elements of persuasion: Personal selling --Personal selling as persuasive communication --Sales management --Part IV --Elements of persuasion: Advertising --Advertising as persuasive communication.
The book not only provides a clear discussion of the factors that influence persuasion, but also goes into methodological aspects and does not shy away from current and past controversies in the field.
"I strongly recommend this book as a mid-level undergraduate text and general reference.5/5(1). Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win.
This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers. Promotion: persuasive communication in marketing book Persuasive Advertising is a type of product promotion that aims to persuade a consumer for buying a particular product, especially in the presence of several similar products in the same category.
In addition to encouraging trial purchase, persuasive advertising can also be used to coax consumers to add and retain a particular brand in their consideration set, thereby increasing the. The eighth edition of Shimp's market-leading INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION, International Edition fully integrates all aspects of marketing communication.
While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Integrated marketing communications (IMC) is a strategic version of the traditional promotion “P” that marketers employ to communicate the brand promise with a single voice.
Marketing communication that occurs through promotion tools provides both information and persuasion basis to target consumers.
So, it works as a ‘stimulus’ that may trigger the decision-making process and also helps in the making of informed decision. Organized persuasive communication is essential to the exercise of power at national and global levels. It has been studied extensively by scholars of public relations, promotional culture Cited by: 7.
Persuasion skills are very important for a sales and marketing professional. Persuasion skills help a marketing and sales professional to actually win over the hearts of clients who not only become their loyal customers but also bring in more clients Promotion: persuasive communication in marketing book with them.
Communication is an essential element of marketing. The main elements of a communication model are the sender, the message, the channel, the receiver, and the feedback. The sender or the marketer (commercial or non-profit organization) encodes the message (generally a marketing communication) and sends it to the receiver (target audience) through a medium (newspaper, radio, television, the.
Senders receive indirect feedback in mass communication, whereas they receive direct feedback in interpersonal communication. Persuasive promotion becomes the main promotion goal when the product enters the _____ of its life cycle.
Integrated Marketing Communications. Integrated Marketing Communications (IMC) is a concept in marketing management. It brings together issues in marketing management for instance public relations, sales promotion, direct marketing and advertising as a.
Promotion 1. PROMOTION 2. DEFINITION OF PROMOTION According to Philip Kotler, “Promotion compasses all the tools in the marketing mix whose major role is persuasive communications.” According to Stanston, “Promotion includes, advertising, personal selling, sales promotion and other selling tools.” 3.
The Role of Promotion Promotion Communication to build and maintain relationships by informing and persuading one or more audiences Overall role of promotion is to stimulate demand by building and enhancing customer relationships.
focusing customers on information about company activities and products. promoting programs that help selected groups to buildFile Size: 2MB. Thought-leaders and marketing specialists alike, use their knowledge of persuasion to educate, engage, and motivate their audience to take different kinds of actions.
Whether it is for social media or your email marketing campaigns, knowing the foundations of psychology can help you get your points across better. ©— Bioethics Research Library Box Washington DC Marketing communication includes advertising, direct marketing, branding, packaging, sales presentations, trade show appearances etc.
Concept of Marketing Communication Mix: Marketing Communication Mix is the “Promotion” of the Marketing Ps and covers every method and medium of communicating with your target audience. In many ways, the Author: Rohini S.
Integrated marketing communication is the the process of coordinating all this activity across different communication methods. Note that a central theme of this definition is persuasion: persuading people to believe something, to desire something, and/or to do something. Effective marketing communication is goal directed, and it is aligned.
The flow of persuasive communication in the form of advertising, personal selling, sales promotion, and public relations within a distribution channel is called the _____ flow. promotion True or false: Today, most large organizations have supply chain functions spread across different divisions, where they are performed independently and do not.
The main features of this pioneering work were outlines in the research team’s book, Communication and Persuasion (Hovland, Janis, & Kelley, ). They suggested that the key to understanding why people would attend to, understand, remember and accept a persuasive message was to study the characteristics of the person presenting the message.
Promotion Strategy. What is promotion, and what are the key elements of a promotional mix. Promotion is an attempt by marketers to inform, persuade, or remind consumers and B2B users to influence their opinion or elicit a response.
Most firms use some form of promotion. Because company goals vary widely, so do promotional strategies. One definition of advertising is: “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”(Bovee,p.
7) Now let’s take this statement apart and see what it. Promotion: Integrated Marketing Communication. Integrated Marketing Communication (IMC) involves the idea that a firm’s promotional efforts should be coordinated to achieve the best combined effects of the firm’s efforts.
Resources are allocated to achieve those. List of references Caywood, C., Schultz, D.E. & Wang, G.P. Integrated marketing communications: A survey of national customer goods advertising.
Persuasion marketing quick guide Persuasion marketing success factors. In their whitepaper on Persuasion architecture Brian Eiseberg says: "Your visitors don't care about your sales process (and everything about your sales process should be designed so they shouldn't have to care) â€“ remember, your sales process is all about you definitely have to care about how they buy.
Module 3 Teaching Notes Toolkit on Poverty Reduction through Tourism October Slide 4 – Module 3 Unit 1 Marketing Tourism Destinations Slide 5 - Definitions Marketing is a process through which individuals and groups provide, exchange and obtain products – ideas, goods and services – capable of satisfying customers’ needs and desires at a desirable price and Size: KB.
Promotion Marketing Communication Platforms Direct Marketing PR & Publicity Events/ experiences Advertising Personal Selling 4. THE PLANNING PROCESS Identify target audience Determine objectives Design communication Select channels Establish budget Decide on media mix Measure results Manage IMC 5.
Persuasive communication: Marketing health promotion. Author links open overlay panel Journals & Books; Register Sign in. Sign in Register. Vol Issue 4, July–AugustPages Persuasive communication: Marketing health promotion.
Author links open overlay panel Carol Stubblefield PhD (RN) 1. Show more. Cited by: Persuasive communication can be an effective way to change the minds and behaviors of those with whom you disagree. In this lesson, you'll learn about cognitive dissonance theory and the rational.
Examples of Different Kinds of Persuasion in Advertising. Persuasion is the art of convincing someone to do someone for his own good. In advertising, persuasion is used to help customers realize that a product or service best benefits them in response to a functional or emotional need.
While specific persuasive. Marketing Communications is a basic textbook from which the reader could learn the fundamentals of communication as it is applied to marketing. Throughout the textbook, the most important concepts and principles that underpin the strategy of effective marketing communications are identified and explained as succinctly as possible/5(46).
AIDA is an acronym that stands for Attention or Awareness, Interest, Desire and Action. The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur from the time when a consumer first becomes aware of a product or brand through to when the consumer trials a product or makes a purchase decision.
Given that many consumers become aware of brands via. of marketing communications in presenting the brand to consumers. To this end, a six-step model of marketing communications guides the structure of the text.
The steps being: (1) brand positioning, (2) campaign objectives, (3) creative strategy, (4) promotion strategy, (5) media strategy, and (6) campaign management.
The text begins in a feisty. Types of Marketing Communication Concepts. Marketing communications refers to the element of a marketing system that includes the development and delivery of company or product messages to targeted customers.
Paid advertising along with a number of other unpaid promotional tools are used to accomplish marketing. Persuasive Communication Theory in Social Psychology: A Historical Perspective Chapter (PDF Available) January w Reads How we measure 'reads'Author: Icek Ajzen.
Persuasive communication is any message whose sole purpose is to get the listener to support and transform their thinking in favor of the presenter’s perspective. It is about creating an attitude change to influence social behavior. Your audience’. Consumer Communication and Persuasion Consumer communication and persuasion is an essential part of any Marketing Strategy.
In fact, it is the starting point of all improvement as consumer voices provide companies with the data such as where they are lacking and what all they could do to improve the product or service.