MKC1200 Study Guide - Final Guide: Integrated Marketing Communications, Sales Promotion, Marketing Mix
Document Summary
Explain the general communication process: understand the concepts of promotion and integrated marketing communications (imc, understand the factors involved in promotion mix decisions. Explain the natures of traditional promotion mix elements, including advertising, public relations, sales promotion, and personal selling: be familiar with additional forms of promotion. Communication targeting specific groups may be more effective than mass communications, as it reduces the risk of distortion: receiver or audience decodes the message. Interpretation of the same message can vary due to individual characteristics: receiver responds in the form of feedback. Feedback is monitored to determine whether the communication is successful. Stimulate sales in off-peak seasons: build positive associations with an organisation and its products. Cause-related marketing - increases goodwill towards an organisation e. g. kit kat a(cid:374)d qa(cid:374)tasli(cid:374)k ha(cid:448)e (cid:271)ee(cid:374) asso(cid:272)iated (cid:449)ith the (cid:858)pi(cid:374)k ri(cid:271)(cid:271)o(cid:374)(cid:859) Sponsorship e. g. qantas sponsors the australian wallabies; westpac sponsors search and rescue helicopters. Implementation of promotional activities should be consistent with the rest of the marketing mix.
