CHAPTER 3: PROMOTION PLANNING

• Promotion involves all communications used by a business to create a favorable impression of its products or services.
• Businesses use a promotional mix which is a combination of advertising, public relations, personal selling, and sales promotion, to reach their target market.
• AIDA is an acronym that stands for attention, interest, desire, and action, which are the four stages of promotion.
• Attention: to sell a product or service, a business must first capture the attention of consumers and create awareness.
• Interest: Product awareness does not always lead to a sale.
• Desire: Interest and desire are closely related. As marketers build interest in their product or service, they should try to appeal to consumers’ buying motives (emotional, rational, and patronage).
• Action: Finally, promotions must motivate consumers to take action.
• Personal selling is face to face communication between the buyer and seller that attempt to  influence the buying decision 
• Activities and events that create goodwill for a business or other organization are referred to as public relations (PR)
• An endorsement is a public expression of approval or support for a product or service. Also known as testimonials.
• Word of mouth promotion is one of the most effective ways of spreading the news about product and services 
• Direct marketing uses techniques to get consumers to buy products or services from a non-retail setting.
• Direct marketing techniques include direct mail, catalogs, telemarketing, and e-mail.
• Generate sales - Lead in some cases customer seek out sales people when they want to buy a product
• Approach customer - The first contact that the salesperson makes with the customer is called the approach 
• Determine customer needs - During the approach, the salesperson top priority is to assess the customers needs 
• Present the product - Salesperson should be very familiar with the product and services they are selling 
• Overcome objections - After the sales presentation, most customers will have questions or raise objections
• Close the sale - The best sales presentations sparks the customers interest and build strong desire
• Follow up - A salesperson’s responsibility does not end after the sale is closed