PROMOTIONAL
Integrated Marketing Communication
Advertising and Public Relation
Personal Selling and sales promotion
the evolution of personal selling
sponsorship
elements of the promotional mix
Objectives of promotion
budgeting for promotional strategy
The communication process
Integrated Marketing Communication
the value of marketing communication
Measuring the effectiveness of promotion
pulling and pushing promotional strategies
Developing an optimal promotional mix
direct marketing
advertising
media selection
advertising strategies
media scheduling
cross promotion
measuring promotional effectivebess
public relations
ethics in nonpersonal selling
advertising messages
creating an advertisement
organization of advertising function
the four sales channel
trends in personal selling
managing the sales effort
sales process
ethical issues in sales
sales tasks
sales promotion - marketing activities other than personal selling, advertising, and publicity that enhance consumer purchasing and dealer effectiveness
importance of teamwork, role of databases in effective IMC programss
for information, increase demand, differentiate product, accentuate the product's value, stabilize sales
personal, nonpersonal selling
tv, newspaper, radio, magazines, outdoor advertising, point of sale (POS), interactive media, other advertising media
sponsorship spending, growth of sponsorship, differ sponsor from avertising, assessing sponsorship results
direct marketing communications channels, direct email, catalogs, telemarketing, direct marketing via broadcast channels, electronic direct marketing channels, other direct marketing channels
nature of the market, product. stage in product life cycle, price, funds available for promotion.
pulling strategy- promotional effort by the seller to stimulate fina-user demand, which then exerts pressure on the distribution channel.
measuring online promotion
social, business, economics
type - product advertising, institutional advertising. Objective- informative advertising, persuasive advertising, reminder advertising
comparative advertising, celebrity testimonials, retail advertising, interactive advertising
translating advertising objectives into advertising plans
advertising appeals, developing and preparing ADS, creating interactive ADS
advertising agencies
marketing and non marketing public relations, publicity
cross promotion- promotional technique in which marketing partners share the cost of promotional campaign that meets their mutual needs
measuring advertising effectiveness, public relations effectiveness, evaluating interactive media
advertising ethics, ethics in public relations
personal selling- interpersonal influence process involving a seller's promotional prsentation conducted on a person-to-person basis eith the buyers
over-the-counter selling, telemarketing, inside selling, integrating the various selling channels
relation ship selling, consultative selling, team selling, sales force automation (SFA)
order processing, creative selling, missionary selling
prospecting and qualifying, approach, presentation, demonstration, handling objections, closing, folloe-up
recruitment and selection, training, organization, supervision, motivation, compensation, evaluation and control
consumer-oriented sales promotions, trade-oriented promotions