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23download_doc.php - Class 13 I n tegrated Marketing...

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Unformatted text preview: Class 13: I n tegrated Marketing Communications I. The 4 th P: Promotion a. “Something devised to publicize or advertise a product, cause, institution ect., as a brochure, free sample, poster, television or radio commercial, or personal appearance” b. Marketing i. *is advertising and promotion c. Communication of the value proposition is only a component of consumer based marketing d. If communication is excellent and differentiated it can make a huge difference in the game of selling e. Promotion is a communication component f. “Getting the word out” II. Basic Facts from research a. The best ads include i. Print size that matters ii. Color iii. Shorter headlines → leads to better recognition iv. *length doesn’t affect recognition and recall v. You don’t have to believe an ad to remember b. Advertising and marketing share i. *If you don’t have a big market share your ads will be more effective 1. Advertising for established products doesn’t increase sales c. Response i.i....
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23download_doc.php - Class 13 I n tegrated Marketing...

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