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MKT607 – lectureaid_5

MKT607 – lectureaid_5 - MKT607 Marketing...

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MKT607 – Marketing Management Study aid: Lecture 5 Introduction This module introduces the importance of the promotion mix concept as a marketing tool. The promotion mix is the combination of nonpersonal and personal communications and includes the following five elements: Advertising – "a paid form of nonpersonal communications about an organization, its products, or its activities" (Peter and Donnelly, 2007, p. 111). This type of communication may be sent through mass media channels such as newspapers, television, radio, etc., to reach a target audience (Peter and Donnelly, 2007). Sales promotion – "an activity or material that offers customers, sales personnel, or resellers a direct inducement for purchasing a product" (Peter and Donnelly, 2007, p. 112) (i.e., refunds, coupons, sweepstakes). As noted below, these inducements are usually categorized as "push promotion," or incentives offered to retailers to "push" a product or service, or alternately, "pull promotion," where incentives "pull" consumers into a retail establishment or toward making a purchase elsewhere. Public relations – "a nonpersonal form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers, employees, and political bodies about the organization" (Peter and Donnelly, 2007, p. 112). The most popular of these communications are publicity and image-enhancing advertisements. Direct marketing – a direct form of communication with customers (i.e., catalogs, online marketing, direct mail) (Peter and Donnelly, 2007).
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