MKTG101 Lecture Notes - Lecture 9: Integrated Marketing Communications, Marketing Communications, Sales Promotion
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 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. To add value to product offering via changing consumer perceptions. To assist other marketing efforts: to facilitate other marketing efforts, advertising is just one element of marketing communication- many lend credibility to salespeople"s claims, to reduce the effectiveness of competitors communication effects.
