tv, radio,
newspapers,
magazines, website, blogs, email, social media
tools, message, interactive video technology.
Public relations marketing function that
evaluates public attitudes, identifies areas
public may be interested in, executes program
of action to earn public understanding and
acceptance. To maintain positive image,
educate about goals and objectives, like child
obesity (modify). Publicity. Personal selling
planned presentation, win-win outcome, not
quick sale
6. AIDA concept attention, interest, desire,
action. Attention create awareness, get
attention by sampling, advertising, promotion.
Interest create interest, demonstrations,
target messages. Desire create brand
preference by highlighting unique features,
convince that the newest the best. Action
continue advertising, widen distribution, use
promotion, limit discounts.
7. Four stages of product life cycle.
Introduction basic goal of promotion is to
inform target audience that the product is
available. Heavy advertising and public
relations to build awareness, sales promotion to
induce trial, personal selling to obtain
distribution. Growth heavy advertising and PR