BSM 200 Lecture Notes - Lecture 4: William Bernbach, Integrated Marketing Communications, Promotional Mix
2 Apr 2016
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Promoion- the power to inluence consumers, to remind them, to persuade them, and to inform them. A great ad campaign will make a bad product fail faster. It will get more people to know it"s bad bill. Integrated markeing communicaions the coordinaion of messages through muliple promoional vehicles. Idenify key points of contact between product and target market. Lo5 a meaningful message: finding the big idea. How your product is diferent from and beter than the compeiion . Posiioning statement- ariculates how you want your target market to envision your product relaive to the compeiion. Lo6 the promoional mix; communicaing the big idea. These tools can help communicate the big idea to your target market. Adverising- paid, non-personal communicaion designed to inluence a target audience. Television remains the #1 adverising media but it is fragmening. Consumer promoion is designed to generate immediate sales. Trade promoion- designed to simulate wholesalers and retailers to push speciic products more aggressively.
