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Topic 9: Promotion (Promotion Mix (Personal selling, Public realtions,…
Topic 9: Promotion
Promotion Mix
Personal selling
Public realtions
Selling promotion
Direct marketing
Advertising
Digital Marketing
Marketing communication objectives (IPR)
Provide information
Stimulate demand
Create interest
Reinforce brand
Building awareness
Setting an advertising programme
Advertising budget
Develop advertising strategy
Message decisions
Characteristics of advertising
Message execution
Mood or image
Music
Personality symbol
Fantasy
Technical expertise
Lifestyle
Scientific evidence
Slice of life
Tone
Media decisions
Determine the reach, frequency and impact
Determine the media types
Narrow casting
Major media types
Internet
Direct mail
Newspaper
Magazines
Medium/TV
Radio
Outdoor
Select media vehicles
Advertising objectives
Evaluate our campaign
Communication effect
Public Relations
Publicity
Functions
Major public relations tools
Functions
Personal selling
Advantages
Other tasks
Role of sales force
Personal selling process
Presentation and demonstration
Handiling objectives
Approach
Closing
Pre-apporach
Follow up
Prospective buying and qualifying
Sales Promotion
Benefits to buyer
Benefits to seller
Advantages
Forms of direct marketing
Telemarketing
Direct Response Television Marketing
Catalogue marketing
Kiosk Marketing
Direct mail marketing
New Direct Marketing
Online marketing model
B To B
C To C
B To C
C To B
Establishing an online website
Placing ads and promotion online
Setting up or participating in online social networks
Creating websites
Using mails
Integrated marketing communication
Communication process
Message
Decoding
Encoding
Response
Noise
Sender
Feedback
Internet marketing communication (IMC)
Promotion mix strategy
Push strategies
Pull strategies
Advertising
Advantages
Disadvantages
Digital and online marketing