This preview shows page 1 - 3 out of 20 pages.

PART 4: THE WORLD OF MRKTNG CHPTR 11 – INTEGRATED MARKETING COMMUNICATION (IMC), PG 156 1 Discuss the role of promotion in the marketing mix, PG 157 "A differential advantage is the set of unique features of a company and its products" Promotion: Communication by marketers that informs, persuades and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional Strategy Plan: for the optimal use of the elements of promotion: advertising, public relations, direct marketing, personal selling and sales promotion. Differential Advantage: One or more unique aspects of an organisation that cause target consumers to support that firm rather than competitors. 2 Discuss the elements of the promotional mix, PG 158 Promotional Mix: Combination of promotion tools including advertising, direct marketing, public relations, personal selling and sales promotion used to reach the target market and fulfil the organisation's overall goals. Personal Selling: Planned presentation to one or more prospective buyers for the purpose of making a sale. Direct Marketing (Direct-Response Marketing): Techniques used to get consumers to make a purchase from their home, office or other non-retail setting. Advertising: Impersonal, one-way mass communication about a product or organisation that is paid for by a marketer. Sales Promotion: Marketing activities – other than personal selling, advertising and public relations – that stimulate consumer buying and dealer effectiveness. Public Relation (PR): Marketing function that evaluates public attitudes, identifies areas within the organisation that the public may be interested in, and executes a program of action to earn public understanding and acceptance. Publicity: Public information about a company, good or service appearing in the mass media as a news item. Integrated Marketing Communication (IMC): The method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer-focused. Viral Marketing: A marketing method which relies on people to personally pass on a marketing message or information, either by word-of-mouth or through other interpersonal communications. 3 Describe the communication process, PG 161
Image of page 1

Subscribe to view the full document.

Communication: Process by which we exchange or share meanings through a common set of symbols. Interpersonal Communication: Direct, face-to-face communication between two or more people. Mass Communication: Communication to large audiences. Sender: Originator of the message in the communication process. Encoding: Conversion of the sender’s ideas and thoughts into a message, usually in the form of words or signs. Channel: Medium of Communication – such as a voice, radio or newspaper – for transmitting a message.
Image of page 2
Image of page 3

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask 0 bonus questions You can ask 0 questions (0 expire soon) You can ask 0 questions (will expire )
Answers in as fast as 15 minutes