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W8.Promotion (Promotion mix (Marcom) (Advertising in detail (Objectives,…
W8.Promotion
Promotion mix (Marcom)
Advertising
Public relations: sponsorship........
Sale promotion
Direct marketing: phone call.....
Personal selling: trade show....
Advertising in detail
Objectives
Budget decision
Message and Media decision
Evaluation
Integrated marketing communication (IMC)
key factor
Clear
Consistent
Compelling message
Strategies
Push
Pull
Factors affect decision
Business-to-customer (B-to-C) : pull more
Business-to-business (B-to-B) : push more
Steps
Indentify target audience
Communication objective
Imformative: new product
Persuasive: competing
Reminder: maintain
Messege
Rational: product quality
Emotional
Moral
Media
Message source
Collect feeback