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Class Notes (1,044,557)
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MKTG (8)
MKTG13-302 (8)

Class Notes for MKTG13-302 at Bond University

Promotional Design and Planning

MKTG13-302 Lecture Notes - Lecture 8: Competitive Advantage

Week 8 Promo Types of InformationalRational Appeals Focus on the consumers practical, function, or utilitarian need for the product or service Competitive advantage appeal o Compares to another brand and claims superiority...

MKTG
MKTG13-302
Rafi Chowdhury
MKTG13-302 Lecture Notes - Lecture 4: Personal Selling, Marketing Buzz, Elaboration Likelihood Model

Week 4 PROMO The communication process model This is a straight model that is in linear but in fact marketing is not linear and this model is orientated around the marketer Used to understand the consumer Source o Person w...

MKTG
MKTG13-302
Rafi Chowdhury
MKTG13-302 Lecture Notes - Lecture 2: Psychographic, Railways Act 1921, Mass Marketing

Week 2 Ted Talk watch this 3 ways to lose control of your brand Cocreation of value Consumers and marketers create value creating value through customers o Where consumers advocate for brand loyalty and value If the market...

MKTG
MKTG13-302
Rafi Chowdhury
MKTG13-302 Lecture Notes - Lecture 7: Classical Conditioning

Week 7 Advertising Creativity Creative strategy o Determining what the advertising message will say or communicate Creative tactics o Determining how the message strategy will be executed Divergence Extent to which an ad c...

MKTG
MKTG13-302
Rafi Chowdhury
MKTG13-302 Lecture Notes - Lecture 1: Integrated Marketing Communications, Social Media Marketing, Digital Marketing

Week 1 Notes Promotional Design and Planning Week 1 Integrated Marketing communications Integrated marketing communications is important as it creates a comprehensive plan that maximises the potential impact of the firms a...

MKTG
MKTG13-302
Rafi Chowdhury
MKTG13-302 Lecture Notes - Lecture 3: Consumer Behaviour, Classical Conditioning, Marketing Myopia

Week 3 PROMO Consumer behaviour All about how people make decisions and solutions Process and activities people engage in when searching for, selecting, purchasing, using, evaluating and disposing of product and services D...

MKTG
MKTG13-302
Rafi Chowdhury
MKTG13-302 Lecture 5: Week 5 Promo

Week 5 Promo OverShadowing signal is so strong they forget this occurs when you focus too much on the celeb than the associations Overexposure relationship is reduced and association becomes lower, weaker signals Credibili...

MKTG
MKTG13-302
Rafi Chowdhury
MKTG13-302 Lecture 6: Week 6 PROMO

Week 6 PROMO Factors influencing sales Competition Technology The economy Product quality Price Distribution Advertising and promo Problems with Sales objectives Successful implementation requires all marketing elements to...

MKTG
MKTG13-302
Rafi Chowdhury

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