Chapter 9 - Announcements Chapter 9: Integrated marketing...

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Unformatted text preview: Announcements Chapter 9: Integrated marketing communication tools Learning Outcomes 1. Identify which integrated marketing communication (IMC) tools should be used in a specific advertising campaign. 2. Discuss the use of broadcast media as an IMC tool. 3. Debate print media in terms of their types, advantages and disadvantages. 4. Explain why marketers would want to use direct marketing as an IMC tool by referring to its strategies, advantages and disadvantages. 5. Analyse the use of interactive and Internet marketing as an IMC tool. 6. Examine sales promotion in terms of its objectives, tools, advantages and disadvantages. 7. Differentiate between publicity and public relations. 8. Describe the use of personal selling as an IMC tool. 9. Explain the use of support media as an IMC tool. 10. Explain how a business would go about selecting media for an advertising campaign. IMC tools Direct marketing Interactive/Internet marketing Sales promotion Personal selling Advertising Integrated marketing communication tools Broadcast media Print media Television Radio Newspapers Magazines Publicity / Public relations Support media ADVERTISING Media that is used to broadcast messages to the mass market Main types: n Television n Radio BROADCAST MEDIA PRINTED MEDIA 2nd type of traditional advertising Main types: Newspapers Magazines ADVERTISING (Broadcast media) TELEVISION Show products by means of IMAGES & SOUND 2 Forms of television advertising Sponsorships (ABSA Noot vir Noot) Spot announcements ADVERTISING (Broadcast media) ADVANTAGES: 1. Cost effectiveness 2. Makes an impact on consumers 3. Product demonstration...
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Chapter 9 - Announcements Chapter 9: Integrated marketing...

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