April 25 - SMM-Class Note Promotion Mix What is promotion 4...

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SMM-Class Note: April 25, 2011. Promotion Mix, What is promotion? 4 elements of promotional mix: 1. Advertising: Persuade target market. There are some terms for advertising. We call it air time or commercial in Radio and TV. One of the biggest advertising is Television, in addition to Newspaper and Magazine. I can convince many more student rather than magazine or newspaper. I have friend he wanted me become a dean of that computer school. I advertise a lot, and we are using wording or air time or commercial time, when your school goanna be advertised. We branched out in many province and we got many students. Television is the best. Billboard 2. Public relations is also element in promotional. Basically in image building. Embrace the community service project of municipality and social works, doing charity 3. Personal Selling, incentive program, samples. 4. Sales Promotion. How a brand can be developed from just an identity then become a very good brand. To convince the customers to buy immediately, which consists of (1) trade promotions and (2) consumer promotions, Disseminating the project is very important. Tupperware, Jeans, Avon, multilevel marketing is more advance than personal selling. R = f(B+BC+P) where R = Corporate reputation B = Corporate brand BC = Brand customers relationship P = The management performance of developing critical success factor. F = function of or dependent on. Brand Plain (Identity) Aware Knowledge Preference Patronage Reputation Expertise: Vision and mission development Strategic plans development Teaching specialization Core competence development Corporate culture development Accreditation establishment
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Self sufficiency financing system Performance evaluation system Viral marketing = use internet. Distribution and Promotion do have distinct mix in itself. Channel, in p.278 Producer (0.5-1), wholesaler (1-$2), retailer (2-$3), customer (3-$4) p. 280 Multichannel marketing is marketing using many different marketing channels to reach a customer. [1] In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter , email or text message . The objective of the company doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate. To be effective multichannel marketing needs to be supported by good supply chain management systems, so that the details and prices of goods on offer are consistent across the different channels. It might also be supported by detailed analysis of the return on investment from each different channel, measured in terms of customer response and conversion of sales. Some companies target certain channels at different demographic segments of the market or at different socio- economic groups of consumers. MultiChannel marketing allows the retail merchant to reach its prospective or current
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This note was uploaded on 08/09/2011 for the course BUAD 605 taught by Professor Nasution during the Summer '11 term at Andrews Univeristy.

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April 25 - SMM-Class Note Promotion Mix What is promotion 4...

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