Promotion - Click to edit Master subtitle style 2/10/11...

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Unformatted text preview: Click to edit Master subtitle style 2/10/11 MKTg 301: principles of marketing Promotion The two words, information and communication, are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through. Sydney J. Harris American Journalist and Author 2/10/11 Exam #2 2/10/11 q Research Requirement? q Connect Assignments? q Marketing Plan? Did you Click to edit Master subtitle style 2/10/11 IMC 2/10/11 Communication Process 2/10/11 Purpose of Communication { C 2 5 0 F D 8 0 -4 3 7 B -4 3 7 5 -B C 3 -A C 0 C 8 F 9 3 6 A 3 E } A wareness { 6 9 3 2 8-C 7 D D -4 A 4 F -B 9 1 6 -C A D 4 8 4 2 9 2 4 F } I nterest { F 0 F 2 B F A 3 -8 9-4 3 6 D -B 6 9 5 -6 D E 5 4 7 A F 0 C F 5 } D esire { 6 3 6 9 D 8 7 9 -6 8 3 9 -4 A D 4 -B C D 4 -0 8 0 F D 4 8 3 C B E } A ction . 2/10/11 Integrated Marketing Communications Definition: l The coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program to provide clarity, consistency, and maximum communication impact on consumers 2/10/11 IMC: Planning/Evaluating { F 7 0 8 1 0 6 C -C 2 3 7 -4 3 3 -9 B 1 8 -B C D 8 A C F 0 E C 7 8 } Goals Short-term Long-term { F 5 D F 2 5 B 4 -B D B 0 -4 9 B 8 -9 8 9 4 -4 F 9 E C 7 C 9 E 3 F } Budget ask Method { 2 8 7 C 4 7 B -1 3 6 -4 1 A 9 -A B 0-1 E 5 3 4 E A 3 2 D 6 } Metrics Frequency les of Thumb Reach s Points Rating fordable Budget % of Sales mpetitive Parity Inquiries Awareness Trial Sales Market Share Loyalty 2/10/11 video. Colgate Max Fresh 2/10/11 Elements of the IMC { 0 9 1 3 C 0 C -A E 5 4 -4 E 1 0 -B F 6 -4 B 7 B 7 E 0 4 1 F B 9 } Advertising { 7 3 D D F A 2 0 -9 0 D 8 -4 E 2 6 -A 6 B D -A E C 4 D 0 2 A D B 7 D }...
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Promotion - Click to edit Master subtitle style 2/10/11...

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