m1l7 - Spring 2008 Module 1 Delighting Customers Lecture 7:...

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David Robinson © D. Robinson, 2008 Spring 2008 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 PR Sales Promotion
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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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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
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This note was uploaded on 11/24/2009 for the course UGBA 10 taught by Professor Xuanmingsu during the Spring '08 term at University of California, Berkeley.

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m1l7 - Spring 2008 Module 1 Delighting Customers Lecture 7:...

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