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TOPIC I: COMMUNICATIONS STRATEGY - Coggle Diagram
TOPIC I: COMMUNICATIONS STRATEGY
ADVERTISING
Budget
affordable approach
percentage of sales
competitive parity
objective
Media
digital
newspaper
television
direct mail
magazines
radio
outdoor
transport
Objectives
persuade
remind
inform
Evaluation
communication
sales and profits
PERSONAL SELLING
Role
link
coordinate
Process
approach
presentation and demonstration
handling objections
closing
preapproach
follow-up
prospecting an qualifying
DIRECT AND DIGITAL MARKETING
Traditional Direct
telemarketing
direct-response television
catalogue/ mail
direct mail
kiosk
personal selling
Benefits
buyers
easy
private
convenient
interaction with seller
community
seller
low-cost
quick
interact with buyers
flexibility
personalisation
INTEGRATED MARKETING COMMUNICATIONS
Decoding
Receiver
Media
Response
Message
Feedback
Encoding
Noise
Sender
PUBLIC RELATIONS
Role and Impact
Major PR Tools
speechessp
special events
news
written material
audiovisual material
corporate identity materials
public service activities
social media
Functions
lobbying
investor relations
public affairs
development
publicity
press
SALES PROMOTION
Objectives
consumer promotion
trade promotion
business promotion
salesforce promotions
Tools
Consumer Promotion
samplesc
oupons
rebates
money-off
premiums
promotional products
point of purchase
contests
event marketing
Business promotion
conferences
sales contest
Trade Promotion
mostly same as consumer
Growth
differentiate
advertising less efficient
increase sales
value oriented customers
DIGITAL AND ONLINE MARKETING
online models
B2B
C2B
C2C
B2C
establish presence
online advertising
display ads
search-related ads
email
social media
sponsored content