24108 Chapter Notes - Chapter 9: Integrated Marketing Communications, Sales Promotion, Personal Selling
Promotion
Promotion - creation and maintenance of communication with target markets, usual comprising mix
of advertising, sales promotions and personal selling.
Integrated Marketing Communications (IMC) - coordination of promotional efforts to maximise
communication effect.
Promotion mix:
ā¢Advertising - transmission of paid messages about an organisation, brand or product to a mass
audience
ā¢Public relations - communication aimed at maintaining relationships between eh organisation and
its stakeholders
ā¢Sales promotion - offers of extra value to resellers, salespeople and consumers in a paid to
increase sales
ā¢Personal selling - personal communication efforts to persuade consumers to buy products
Integrated promotion mix elements:
-Marketers have different promotional needs and ļ¬nite resources, so must choose optimal from
options in the promotion mix
-Large promotional budgets allow for multiple strategies
-Small budgets rely of fewer, simpler strategies
-Best contemporary promotional mixes change over time
Pull policies - promotes product to consumer in order to source demand, generally B2B.
Push policies - promotes product to next organisation along the distribution channel, generally
B2C.
Key steps in creating an advertising campaign:
-Understand the market environment
-Know the target market
-Set speciļ¬c objectives
-Create the message strategy
-Allocate resources
-Select media
-Produce the advertisement
-Place the advertisement
-Evaluate the campaign
Forms of sales promotion:
-Free samples
-Premium offers
-Loyalty programs
-Contests
-Coupons
-Discounts
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