Professional Documents
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Lec 10 - IMC (Compatibility Mode)
Lec 10 - IMC (Compatibility Mode)
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chapter
Chapter 14 Version 6e
Learning Objectives
1. Discuss the role of promotion in the marketing mix.
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2. Discuss the elements of the promotional mix. 3. Describe the communication process.
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Learning Objective
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Promotion
Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
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Promotional Strategy
A plan for the optimal use of the elements of promotion: Advertising Public Relations Personal Selling Sales Promotion
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The Role of Promotion
Overall Marketing Objectives Marketing Mix Product Distribution Promotion Price Promotional Mix Advertising Public Relations Personal Selling Sales Promotion
Target Market
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Promotion Plan
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Differential Advantage
High Product Quality
Rapid Delivery
Low Prices
Excellent Service
Unique Features
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Learning Objective
Discuss the elements of the promotional mix.
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Promotional Mix
Advertising Public Relations Personal Selling Sales Promotion
Combination of promotion tools used to reach the target market and fulfill the organizations overall goals.
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Promotional Mix
Advertising
Public Relations
Personal Selling
Sales Promotion
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Advertising
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
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Advertising Media
Traditional Advertising Media Electronic Advertising Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
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Advertising
Advantages
Ability to reach large number of people Cost per contact is low Can be micro-targeted
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Disadvantages
Total cost is high
Public Relations
The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
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Public Relations
Functions of Public Relations
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Publicity
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Public information about a company, good, or service appearing in the mass media as a news item.
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Sales Promotion
Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness.
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Sales Promotion
Sales Promotion Targets
Company Employees
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Sales Promotion
Free samples Contests Premiums Trade Shows
Personal Selling
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Planned presentation to one or more prospective buyers for the purpose of making a sale.
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Personal Selling
Traditional Selling Relationship Selling
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Learning Objective
Describe the communication process.
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Communication
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The process by which we exchange or share meanings through a common set of symbols.
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Marketing Communication
Categories of Communication
Interpersonal Communication
Mass Communication
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As Receivers
Develop messages Adapt messages Spot new communication opportunities
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