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C. Innovation and Product life cycle 1. Types of Innovation a. Discontinuous Innovation b. Dynamically Continuous Innovation C. Continuous Innovation 2. New Product Develop a. Idea Generation b. Idea Screening c. Analysis d. Development e. Testing f. Commercialization 3. New Product Adoption a. Adoption Categories b. Product Diffusion Rates i. Observability ii. Trialability iii. Complexity iv. Compatibility v. Relative Advantage 4. Product Life Cycle a. Introduction b. Growth c. Maturity d. Decline D. Promotion 1. Integrated Marketing Communication 2. Coordinating Communication E. A Meaningful Message 1. Positioning statement 2. Internal Perspective F. Promotional Mix 1. Emerging Promotional Tool a. Internet Advertising b. Social Media c. Native Advertising d. Product Placement e. Advergaming f. Buzz Marketing g. Sponsorships 2. Traditional Promotional Tools a. Advertising b. Sales Promotion C. Consumer Promotion i. Premiums ii. Promotional iii. Samples iv. Coupons v. Rebates vi. Display d. Trade Promotion e. Public Relations f. Personal Selling i. Prospect and Quality ii. Prepare iii. Present iv. Handle Objections v. Close Sale vi. Follow Up g. Choosing the right Promotional Mix i. Product Characteristics ii. Product Life Cycle iii. Target Audience iv. Push Strategy v. Pull Strategy vi. Competitive Environment vii. Budget