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This chapter examines the communication process in general as well as those promotional components other than advertising that are part of the process. Attention is given to the role of personal selling, both internationally and locally.The pros and cons of employing local nationals for selling are also discussed.
Chapter 14 Promotion Strategies: Personal Selling, Publicity, and Sales Promotion Chapter Outline Promotion and Communication Promotion Mix Chapter Outline Personal - Selling Personal Selling vs Advertising Varying Quality and Style of Personal Selling Intercultural Negotiation Motivation Telemarketing Expatriate Personnel Chapter Outline Publicity The Nature of Publicity The Management of Publicity Negative Publicity Sales Promotion The Nature of Sales Promotion Restrictions Overseas Product Exhibitions Purposes of Promotion communicate (inform) persuade (influence) Process of Communication Source Encoding Message (Information) Decoding Destination Promotion Mix Advertising Personal Selling Publicity Sales Promotion Publicity Nature of publicity Management of publicity Handling negative publicity Sales Promotion Nature: temporary, supplementary techniques to stimulate demand Techniques: coupons, sweepstakes, games, contests, price-offs, demonstrations, premiums, samples, money refund offers, etc Legal restrictions Personal Selling Personal Selling vs Advertising Varying Quality and Style of Personal Selling Intercultural Negotiation Motivation Telemarketing Expatriate Personnel .. .Chapter Outline Promotion and Communication Promotion Mix Chapter Outline Personal - Selling Personal Selling vs Advertising Varying Quality and Style of Personal Selling... Sales Promotion Publicity Nature of publicity Management of publicity Handling negative publicity Sales Promotion Nature: temporary, supplementary techniques to stimulate demand... Telemarketing Expatriate Personnel Chapter Outline Publicity The Nature of Publicity The Management of Publicity Negative Publicity Sales Promotion The Nature of Sales Promotion Restrictions Overseas