L8&9-The Marketing Communication Mix

L8&9-The Marketing Communication Mix - The...

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The Marketing Communication Mix Advertising Sales Promotion Public Relations Personal Selling Direct Marketing
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Promotion Mix Strategy Push Strategy : Using the sales force and trade promotion to push the product through channels. Pull Strategy: Spending a lot on advertising and consumer promotion to build up consumer demand.
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Advertising Objective Setting _______________ Communication objective Sales objective Budget Decision ______________ Affordable approach Percent of Sales Competitive parity Objective and task Message decisions ________________ Message strategy Message execution Media decisions _______________ Reach, frequency, Impact Major media types Specific media vehicles Media timing Campaign evaluation _________________ Communication Impact Sales Impact
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Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.
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The eleven classes of advertising The eleven classes of advertising 1) Persuasive 2) Informative 3) Institutional 4) Financial 5) Classified; for personal column 6) Retail 7) Cooperative 8) 9) Government 10) Trade 11) Direct respond, eg. direct order
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Reasons of advertising Reasons of advertising 1)
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This note was uploaded on 10/04/2011 for the course FINANCE FINANCE taught by Professor Don'tknow during the Spring '09 term at American Internation College.

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L8&9-The Marketing Communication Mix - The...

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