TAILIEUCHUNG - Lecture Understanding business (10/e): Chapter 16 - William G. Nickels, James M. McHugh, Susan M. McHugh

Chapter 16 - Using effective promotions. In this chapter, you will learn: Identify the new and traditional tools that make up the promotion mix; contrast the advantages and disadvantages of various advertising media, including the Internet and social media; illustrate the steps of the B2B and B2C selling processes.; describe the role of the public relations department, and show how publicity fits in that role;. | Using Effective Promotions Chapter 16 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Identify the new and traditional tools that make up the promotion mix. Contrast the advantages and disadvantages of various advertising media, including the Internet and social media. Illustrate the steps of the B2B and B2C selling processes. Describe the role of the public relations department, and show how publicity fits in that role. Assess the effectiveness of various forms of sales promotion, including sampling. Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work. LEARNING GOALS Chapter Sixteen 16- Promotion and the Promotion Mix Promotion Mix -- The combination of promotional tools an organization uses. The traditional mix includes: PROMOTION in an ORGANIZATION LG1 16- Integrated Marketing Communication (IMC) -- Combines the promotional tools into one comprehensive strategy. .

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