COMMERCE 2MA3 Lecture Notes - Lecture 14: Integrated Marketing Communications, Marketing Communications, Promotional Mix
9 Jun 2016
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Document Summary
Importance of teamwork: successful implementation of imc requires consistent, coordinated promotional effort at every stage of customer contact. Elements of the promotional mix: promotional mix, subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives. Personal selling: refers to a seller"s promotional presentation conducted on a person-to-person basis with the buyer. Sponsorship: relationship in which an organization provides funds or in- kind resources to an event or activity in exchange for a direct association with that event or activity. Types of advertising: product advertising, non-personal selling of a particular good or service, institutional advertising, promotes a concept, idea, philosophy, or the goodwill of an industry/company/organization/person/geographical location or government agency. Creating an advertisement: with so many 14963 at stake, companies must create effective and memorable ads that increase sales and enhance a firm"s image.
