MKTG1001 Lecture Notes - Lecture 8: Target Market, Millennials, Beverage Coaster

• School: University of Sydney
• Department: Marketing
• Course: MKTG1001
• Professor: Jeaney

Document Summary

Promotion companies must use to communicate value clearly and persuasively. Accountability = central feature of all promotional planning/implementation. Promotional tools begin by setting objectives, developing coherent plans, integrating plans with other elements of marketing program, think about how to measure promotional outcomes. Audience fragmentation + desire to communicate with more tightly targeted, niche groups. Availability of rich content facilitating interaction and engagement. Comprehensive plan of communication that includes tools e. g. - advertising. Rest of marketing mix --> all provide maximum communication impact with stakeholders. Creates clear, consistent and compelling message about organisation and its brands. Consumers bombarded with messages from variety of sources cannot distinguish between messages become merged into single message about company. Conflicting messages = confusion about values, positioning, customer relationships. Companies separate comm. tools increase potential for mixed message delivery. Immediate sales win switching business + favourable store location: advantages, varied tool coupons, premiums etc, attracts consumer attention + incentives to purchase.