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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 doesnt affect recognition and recall v. You dont have to believe an ad to remember b. Advertising and marketing share i. *If you dont have a big market share your ads will be more effective 1. Advertising for established products doesnt increase sales c. Response i.i....
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- Fall '09