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Marketing Communications
AutoTrader
Promotion: communication about an organization and its products used to
inform, persuade,
and remind target market members.
Promotional mix:
combination of promotional methods used to reach a target market.
What is Integrated Marketing Communication?
A.
Components of the Promotional Mix
1.
Advertising:
paid, nonpersonal message communicated to a select audience through a
mass medium
* Types
- Selective
Institutional
Primary-Demand
* Media
– Newspapers
Magazines
Direct
Mail
Outdoor
TV
Radio
Internet
Adventure Games (474)
* What
are the steps in developing an advertising campaign?
* What
are ad agencies?
* Are
there any social/legal concerns?
2.
Personal Selling:
personal communication aimed at informing customers and persuading them
to buy
* Kinds
of salespersons – Order getters
Order takers
Support personnel
* What
is the personal selling process?
What companies want (479)
3.
Sales Promotion:
the use of activities or materials as direct inducements to customers
or salespersons
* What
are some methods of sales promotion?
4.
Public relations:
communicating activities used to create and maintain favorable
relations between organizations &
target
groups
* What
do public relations pros do?
* What
are some examples
B.
Promotional Campaign:
plan for combining and using advertising, personal selling, sales
promotion, and public relations.
1.
Objectives include
* Providing
information
* Increasing
market share
* Positioning
the product
* Stabilizing sales
2.
Developing the promotion mix