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Glossary
Chapter Outline
Chapter Overview
Discussion Questions

Marketing Management, 4/e
Harper W Boyd
Orville C Walker, Jr
John W Mullins
Jean-Claude Larreche
Promotion Decisions Motivate Customers to Buy

Chapter Outline

I. OurBeginning.com Bets $5 Million on Super Bowl Ads
A. Measuring the results

II. Marketing Challenges Addressed in Chapter 14

III. The Promotion Mix: A Communication Toolkit
A. The changing promotional environment

IV. The Communication Process: Getting Your Message Noticed and Understood
A. Communication Problems

V. Developing an Integrated Marketing Communications Plan: How Can We Design a Plan That Will Work?
A. Step 1: Define the audience(s) to be targeted
B. Step 2: Set the promotional objectives
C. Step 3: Set the promotion budget
D. Step 4: Design the promotion mix
E. Step 5: Evaluate the results

VI. The Nitty-Gritty of Promotional Decision Making
A. Making advertising decisions
B. Making sales promotion decisions
C. Making public relations decisions







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