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Promotion (IMC) (IMC Tools (Sales Promotion, Personal Selling (often used…
Promotion (IMC)
IMC Tools
Sales Promotion
Personal Selling (often used in B2B)
Direct respond (feedback from customers)
Sponsorship
Public relations/ publicity (organize events and invite famous people or journalist)
Social media & others
(MUST SEE THE PPT FOR MORE DETAILS)
Advertising
Differentiation for IMC tools
Reach
Impact
Costs
Measuring effectiveness
Budget decisions (MUST READ THE READING FOR MORE DETAILS)
Percentage of Sales
Competitive Parity
All you can afford
Objective and Task
Communication purposes
To persuade
To remind
To inform
Push vs Pull Messages
Push: manufacture => intermediaries => consumers
Pull: directly promote consumers
Buyer readiness states (detailed in ppt)