LEARNING OUTCOMES
                       EARNING UTCOMES
                 L                                                   O
                15-1 Discuss the role of promotion in the 
                15-1 
                            marketing mix
                15-2 Describe the communication process 
                15-2 
                15-3 Explain the goals and tasks of promotion 
                15-3 
                15-4 Discuss the elements of the promotional 
                15-4 
                            mix
                                                 © 2016 Cengage Learning. All Rights Reserved.                                        2
                 LEARNING OUTCOMES
                       EARNING UTCOMES
                 L                                                   O
                15-5 Discuss the AIDA concept and its 
                15-5 
                            relationship to the promotional mix
                15-6 Discuss the concept of integrated 
                15-6 
                            marketing communications
                15-7 Describe the factors that affect the 
                15-7 
                            promotional mix
                                                 © 2016 Cengage Learning. All Rights Reserved.                                        3
              The Role of Promotion
              The Role of Promotion
     15-1       in the Marketing Mix
                in the Marketing Mix
                    Discuss the role of 
                     promotion in the 
                       marketing mix
                      © 2016 Cengage Learning. All Rights Reserved.
                                               The Role of Promotion
                                                The Role of Promotion
             Promotion – communication by marketer that informs, 
             persuades, and reminds potential buyers of a product in 
             order to influence an opinion or elicit a response.
                                               Promotional Strategy
                                                Promotional Strategy
                                                 © 2016 Cengage Learning. All Rights Reserved.                         5
  15.1 Role of Promotion in the 
                          Marketing Mix
                                                        6
                    © 2016 Cengage Learning. All Rights Reserved.