Promotion: Analysis, creativity, and strategy

Abstract

Part One: The promotional mix on the marketing program. Business goals and promotional strategy. Product, place and price as implicit promotion. Explicit promotion and approaches to an optimum mix. Part Two: Analyzing promotional opportunities. A framework for analyzing promotional strategy. Past purchase decisions as planning inputs. Consumer decision processes as planning inputs. Social forces. Social forces in international marketing. Demographic/biopsychic forces and psychographics. Information processing and communication strategy. Part Three: Advertising. Advertising - decision areas and organizations. Developing advertising creative strategy. Appraising advertising media. Developing media strategy. Advertising as direct marketing. Part Four: Sales promotion. Sales promotion - special communication methods. Sales promotion - special offers. Sales promotion and reseller activities. Part Five: Personal selling. Personal selling - sales people at work. Planning the personal selling program. Managing the sales force. Part Six: Publicity. Publicity. Part Seven: Budgeting and control. Budgeting for promotion. Marketing feedback and adaptive control. Part Eight: Societal aspects of promotion. Legal and social issues.

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