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m1l7 - David Robinson © D Robinson 2009 Fall 2009 Module 1...

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Unformatted text preview: David Robinson © D. Robinson, 2009 Fall 2009 Module 1 Delighting Customers Lecture 7: Promotion Class 7: Promotion • Introduction to the Promotional Mix • Integrated Marketing Communications • Personal selling • Sales Promotion • Public Relations (PR) Promotion is the fourth element of the Marketing Mix Marketing Mix Product Price Place Promotion Promotion is more than Advertising Promotion Integrated Marketing Communications Five Elements of the Promotional Mix The Promotional Mix Promotion Integrated Marketing Communications Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media Integrated Marketing Communications • A philosophy of promotion in which all parts of the Promotional Mix work together in harmony. • It involves consistency of “face” and “voice” • Example Eveready ® package Integrated Marketing Communications Some companies “get it” Some still don’t .. First Three Elements of the Promotional Mix • Personal selling • Sales Promotion • Public Relations (PR) The Promotional Mix Promotion Integrated Marketing Communications Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media Personal Selling • Useful where the offer is complicated, or where the goods are customized for each buyer • Very important in Organizational Capital goods — technical sales Personal Selling • Very expensive … hard to get “time on task” • But, it’s effective • Why? The Promotional Mix Promotion Integrated Marketing Communications Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media Sales Promotion • Short term promotional activity to boost sales • Usually involves some change in the price/quantity offer • Examples – Coupons — 15 percent off – Buy one, get one free — 20 % more free Sales Promotion...
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m1l7 - David Robinson © D Robinson 2009 Fall 2009 Module 1...

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