BUS-1202 Lecture Notes - Lecture 13: Promotional Mix, Sales Promotion, Marketing Mix

• School: University of Winnipeg
• Department: BUSINESS AND ADMINISTRATION
• Course: BUS-1202
• Professor: Dennis Ng

Document Summary

13. 1 - discuss how integrated marketing communications relates to a firm"s overall promotional strategy. 13. 1 - explain the concept of a promotional mix. 13. 2 - summarize the different types of advertising and advertising media. 13. 3 - outline the roles of sales promotion, personal selling, and public relations in promotional strategy. 13. 4 - describe pushing and pulling promotional strategies. 13. 5 - outline the different types of pricing objectives. 13. 6 - discuss how firms set prices in the marketplace. 13. 6 - describe the four alternative pricing strategies. Promotion is the function of informing, persuading, and influencing a purchase decision. Integrated marketing communications (imc) is the coordination of all promotional activities - media advertising, direct mail, personal selling, sales promotion, and public relations - to produce a unified, customer-focused promotional strategy. Overall marketing plan is focused on the same idea. Must take a broad view and plan for all form of customer contact.