m1l8 - Fall 2010 Module 1 Delighting Customers Lecture 8:...

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon
David Robinson © D. Robinson, 2010 Fall 2010 Module 1 Delighting Customers Lecture 8: Promotion II
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Class 8 : Promotion II • The structure of promotional messages • Last two parts of the Promotional Mix: • Direct Promotion • Mass Media Advertising
Background image of page 2
Promotion is the fourth element of the Marketing Mix Marketing Mix Product Price Place Promotion
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Promotional Mix Promotion tegrated Marketing Communications Integrated Marketing Communications Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media c c c
Background image of page 4
First, a sidebar on the Structure of Promotional Messages
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Structure of Any Promotional Message • Attention • Interest • Desire • Action
Background image of page 6
Direct Promotion Promotion tegrated Marketing Communications Integrated Marketing Communications Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Direct Promotion • Any promotion in which an individual customer is addressed by name, address, ail address or phone number e-mail address or phone number – First class mail – Mail catalogs – E-mail promos – Telemarketing
Background image of page 8
• Quite expensive • Messages can be customized • Good for “Inform” and “Remind” and may be part of successful “Sales Promotion” • Wasteful and annoys consumers
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 10
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/05/2011 for the course BUSINESS 10 taught by Professor Johnsmith during the Fall '10 term at UCLA.

Page1 / 25

m1l8 - Fall 2010 Module 1 Delighting Customers Lecture 8:...

This preview shows document pages 1 - 10. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online