m1l8 - Spring 2008 Module 1 Delighting Customers Lecture 8...

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David Robinson © D. Robinson, 2008 Spring 2008 Module 1 Delighting Customers Lecture 8: Promotion II
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Class 8 : Promotion II The structure of promotional messages Last two parts of the Promotional Mix: Direct Promotion Mass Media Advertising
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Promotion Decisons P r o d u c t P r i c e P l a c e 5 E l e m e n t s o f t h e P r o m o t i o n a l M i x P r o m o t i o n M a r k e t i n g M i x
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The 5 Elements of the Promotional Mix Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media Integrated Marketing Communications Promotion Other 3 elements Marketing Mix
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First, a sidebar on the Structure of Promotional Messages
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Structure of Any Promotional Message Attention Interest Desire Action “A I D A”
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The 5 Elements of the Promotional Mix Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media Integrated Marketing Communications Promotion Other 3 elements Marketing Mix
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Direct Promotion Any promotion in which an individual customer is addressed by name, address, e-mail address or phone number First class mail Mail catalogs E-mail promos Telemarketing
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Direct Promotion Quite expensive Messages can be customized
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