m1l7 - Spring 2009 Module 1 Delighting Customers Lecture 7...

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David Robinson © D. Robinson, 2009 Spring 2009 Module 1 Delighting Customers Lecture 7: Promotion I
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Class 7: Promotion I Introduction to the Promotional Mix Integrated Marketing Communications Personal selling Sales Promotion Public Relations (PR)
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Promotion is the fourth element of the Marketing Mix Marketing Mix Product Price Place Promotion
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Promotion is more than Advertising Promotion Integrated Marketing Communications Five Elements of the Promotional Mix
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The Promotional Mix Promotion Integrated Marketing Communications Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media
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Integrated Marketing Communications A philosophy of promotion in which all parts of the Promotional Mix work together in harmony. It involves consistency of “face” and “voice” Example Eveready ® package
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Integrated Marketing Communications Some companies “get it” Some still don’t . .
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Objective of Any Marketing Communication Inform Persuade Remind
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First Three Elements of the Promotional Mix Personal selling Sales Promotion Public Relations (PR)
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This note was uploaded on 02/23/2009 for the course IAS 10 taught by Professor Kumbler during the Spring '09 term at Berkeley.

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m1l7 - Spring 2009 Module 1 Delighting Customers Lecture 7...

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