m1l8 - David Robinson D. Robinson, 2008 Spring 2008 Module...

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Unformatted text preview: David Robinson D. Robinson, 2008 Spring 2008 Module 1 Delighting Customers Lecture 8: Promotion II Class 8 : Promotion II The structure of promotional messages Last two parts of the Promotional Mix: Direct Promotion Mass Media Advertising Promotion Decisons Product Price Place 5 Elemen ts of the Promo tional Mix Promo tion Ma rket ing Mi x 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 First, a sidebar on the Structure of Promotional Messages Structure of Any Promotional Message Attention Interest Desire Action A I D A 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 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 Direct Promotion...
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This note was uploaded on 04/02/2008 for the course UGBA 10 taught by Professor Xuanmingsu during the Spring '08 term at University of California, Berkeley.

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m1l8 - David Robinson D. Robinson, 2008 Spring 2008 Module...

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