The different promotion methods - personal selling, mass selling, and sales promotion - can all be viewed as different forms of communication. But good marketers aren't interested in just communicating. They want to communicate information that will encourage customers to choose their product. They know that if they have a better offering, informed customers are more likely to buy. Therefore, they're interested in: (1) reinforcing present attitudes that might lead to favorable behavior or (2) actually changing the attitudes and behavior of the firm's target market.
No comments:
Post a Comment