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Communication The process by which we exchange or share meanings through a common set of symbols.
Marketing Communications Mix ? Advertising Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Marketing Communications Mix ? Public Relations Building good relations with the company’s various publics by obtaining favourable publicity, building a good corporate image and handling stories or events.
The AIDA Concept Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
Push and Pull Strategies Push strategy: trade promotions and personal selling efforts push the product through the distribution channels.


Advertising Evaluation ? Communication effects ? Sales effects ? Evaluation difficult - especially sales Sales vs. Recruiting and Selecting Salespeople ? Traits of the successful vary widely Enthusiasm, Persistence, Initiative, Self- Confidence, Job Commitment.
Presentation Salesperson Tells the Product “Story” to the Buyer Using the Need-Satisfaction Approach. Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products. Preapproach Salesperson Learns as Much as Possible About a Prospective Customer Before Making a Sales Call.


Handling Objections Handling Objections Salesperson Seeks Out, Clarifies, and Overcomes Customer Objections to Buying. Steps in the Selling Process Approach Salesperson Meets the Buyer and Gets the Relationship Off to a Good Start. Steps in the Selling Process Follow-Up Occurs After the Sale and Ensures Customer Satisfaction and Repeat Business.



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integrated communication strategy example



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