m1l8 - David Robinson D. Robinson, 2011 Spring 2011 Module...

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Unformatted text preview: David Robinson D. Robinson, 2011 Spring 2011 Module 1 Delighting Customers Lecture 8: Promotion II Class 8 : Promotion II The structure of promotional messages Last two parts of the Promotional Mix: Direct Promotion Mass Media Advertising Promotion is the fourth element of the Marketing Mix Marketing Mix Product Price Place Promotion The Promotional Mix Promotion Integrated Marketing Communications Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media First, a sidebar on the Structure of Promotional Messages Structure of Any Promotional Message Attention Interest Desire Action Attention, Interest, Desire, Action Direct Promotion Promotion Integrated Marketing Communications Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media Direct Promotion Any promotion in which an individual customer is addressed by name, address, e-mail address or phone number First class mail Mail catalogs E-mail promos Telemarketing Direct Promotion Quite expensive Messages can be customized Two chief uses: 1. Prospecting: Are you interested in our product? 2. Getting more business from our loyal customers2....
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m1l8 - David Robinson D. Robinson, 2011 Spring 2011 Module...

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