ADMN 2100H Lecture Notes - Lecture 10: Direct Marketing, Sales Promotion, Promotional Mix
20 Jun 2018
School
Department
Course
Professor
ADMN2100H: Introduction to Marketing
Thursday, March 22nd, 2018
Lecture Week 10 – Advertising
Marketing Topics and Concepts
-environmental factors
-consumer segmentation and behaviour
-marketing research
-onion, exploratory and confirming research
-product and brand
-pricing
-positioning
-place
-promotion
-communication value
-the promotional mix
The Promotional Mix – Build Relationships by Communicating Value
-consistent, clear, compelling brand and product messaging
-consumers see "single" messages from companies
-communication technology is richer, faster
-marketing strategies must be integrated
oadvertising
opublic relations
osales promotion
operson selling
odirect marketing
Integrated Marketing Communications (IMC)
-consistent, clear, compelling brand and product messaging
omaintain and educate consumers
public relations
oreach the masses
advertising
ostimulate purchase
sales promotion
obuild relationships
personal selling
Promotion Mix Strategies
Pull strategy
find more resources at oneclass.com
find more resources at oneclass.com
Push Strategy
Advertising
-impersonal, one-way, mass communication about a product or organization that is paid for by a marketer
-objective:
ospecific communication task to be accomplished with a specific target audience during a specific period
of time
Pros:
-reaches masses at low cost per exposure
-can repeat message many times – high frequency
-creates consumer trust (view of advertised products as more legitimate)
Cons:
-promotes impersonally, one way
-costs are high for some media types
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Informative Advertising:
-communicating customer value
-building a brand and company image
-telling the market about a new product
-explaining how a product works
find more resources at oneclass.com
find more resources at oneclass.com
