MKTG101 Lecture Notes - Lecture 9: Comparative Advertising, Retail, Customer Switching
27 Aug 2018
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Document Summary
Integrated marketing communications (imc: the coordination of promotional efforts to maximise the communication effect. Promotion mix: combinations of methods used to promote a product or idea, the four elements of a promotion mix are, advertising, public relations, sales promotion, personal selling. Advertising: the transmission of paid messages about an organisation, brand or product to a mass audience, worth 12 billion/ year in australia, benefits: reaches many people at relatively low cost per person. To inform: to increase brand awareness, to educate target consumers about brand feature/benefits/new product usage, brand improvements, to facifilate the creation of positive brand image. To remind: to maintain the brand in the target consumers" evoked set, to maintain/ increase targer consumers interest in a mature brand, to influence brand switching through reminders of our brand"s benefits and features. To persuade: to persuade trial for new product, to provide reasons to try brand a over brand b and reasons for buying immediately, instead of delaying.
