MT 219 Marketing Unit 8 Seminar

MT 219 Marketing Unit 8 Seminar - MT 219 Marketing Unit...

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MT 219 Marketing Unit Eight The Promotion Mix Components Note: This seminar will be recorded by the instructor.
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Review of Unit 7 How did Unit 7 go? Questions or concerns? Instructor suggestions for Unit 8 How is the Research Project due this week coming? Additional questions?
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Our Topics for This Week Direct and online marketing- The fifth element of the promotional mix
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Review: The Promotion Mix Advertising Public Relations/Publicity Personal Selling Sales Promotion Covered in last week’s seminar
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Review- Advertising Paid non-personal communication through mass media Advantages - Cost efficient on a per person reached basis - Highly flexible, and allows for repetition - Adds value - Lends legitimacy Disadvantages - Out of pocket outlay is high - Hard to measure sales effect unless source coding is used - Feedback usually slow
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Review- Public Relations Communication efforts used to create and maintain favorable relationships between an organization and its stakeholders. Also called publicity. Individual brands generally have publicity/public relations done at the corporate level. Some people call this “free advertising,” but is can be expensive and must be done well to be effective. Examples?
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Review- Personal Selling Paid Personal Communication Advantages -Provides significant impact on customers due to personal contact - Interactive- Allows for immediate impact and adjustment Disadvantages -Costly- most costly part of promotion based on people reached
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This note was uploaded on 10/10/2011 for the course MRKT 219 taught by Professor N/a during the Fall '11 term at Kaplan University.

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MT 219 Marketing Unit 8 Seminar - MT 219 Marketing Unit...

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