BUS 343 Lecture Notes - Lecture 9: Integrated Marketing Communications, Promotional Mix, Direct Marketing
Document Summary
Promotion objectives can be classified by purpose: to inform, to persuade, to remind. Will talk about these in advertising objectives so remember they apply to any promotional tool. Tools used to persuasively communicate customer value and build customer relationships: advertising, sales promotion, public relations, personal selling, direct marketing. Integrated marketing communications (imc: consumers see a single message from the company, communication technology is rich and fast, marketing strategies must be fully integrated across all media, marketing messages must be consistent. 3 objectives (specific to communication task to accomplish with a specific target audience during a specific pero: inform, persuade, remind. Advertising budget methods: affordable method, percentage of sales method, competitive parity method, objective and task method. How can i make a big splash with my new product but not break the bank: cross promotion: marketing partners share promotional costs, co-branding, e. g. Mrs smith"s apple crumble pie using cinnabon: co-marketing, e. g.