Premium Essay

Yes My G

In: Film and Music

Submitted By sealab2012
Words 9043
Pages 37
Chapter 16

Today’s Promotional Techniques

Chapter Contents

Brief Chapter Outline 16.3

Other Teaching Resources 16.4

What’s New in this Edition 16.7

Lecture Outline and Lecture Notes 16.8

PowerPoint Slide Show 16.46

Transparency Acetate Notes 16.50

Casing the Web 16.54

Developing a Promotional Strategy for Biltmore Estate

Answers to Video Case Questions 16.57

The Art Of Motoring – Mini Usa

Lecture Links 16.58

Lecture Link 16-1: Subliminal Advertising 16.58

Lecture Link 16-2: Autowrap Mobile Advertising 16.58

Lecture Link 16-3: Dealing with Changes in Personal Selling 16.59

Lecture Link 16-4: Sampling Works Wonders 16.59

Lecture Link 16-5: Viral Marketing Used to Promote Yu-Gi-Oh! 16.60

Critical Thinking Exercises 16.61

Critical Thinking Exercise 16-1: Identifying Product Placement 16.61

Critical Thinking Exercise 16-2: Advertising Appeals 16.62

Supplemental Cases 16.64

Supplemental Case 16-1: Waking Up the Coffee Industry 16.64

Supplemental Case 16-2: The New Breed of Salesperson 16.67
Brief
Chapter Outline

CHAPTER 16 Today’s Promotional Techniques

GETTING TO KNOW DAN WIEDEN OF WIEDEN AND KENNEDY

I. PROMOTION AND THE PROMOTION MIX.

II. ADVERTISING: PERSUASIVE COMMUNICATION. A. The Growing Use of Infomercials. B. Advertising and Promotion on the Internet. C. Global Advertising.

III. PERSONAL SELLING: PROVIDING PERSONAL ATTENTION. A. Steps in the Selling Process. 1. Prospect and Qualify. 2. Preapproach. 3. Approach. 4. Make Presentation. 5. Answer Questions. 6. Close Sale. 7. Follow Up. B. Using Technology to Practice Consultative Selling. C. The Business-to-Consumer (B2C) Sales Process.

IV. PUBLIC RELATIONS: BUILDING RELATIONSHIPS. A. Publicity: The Talking Arm of PR.

V. SALES...

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