P R 305S Lecture Notes - Lecture 1: Sales Promotion
Document Summary
The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes impact on customers and other stakeholders at a minimal cost. Advertising, email/direct mail, digital/social media, official sponsorship, experiential, sales promotion, pr/publicity. A unified message has more impact than a fragmented one. Clear, consistent, consolidated message has a better chance of cutting through. It wraps communications around a buyer at various stages of the consideration process. Its multiple tactics each make the others stronger. It can help sustain relationships that help make it more possible to potentially keep a customer for life. Allows messages to be stretched across a number of media platforms, giving the customer multiple touch points. Can save resources by creating a foundational theme and look that is used over and over in a variety of materials. All about the brand strategy: thoughtfulness and planning that goes into everything associated with your brand.
