Chapter 16 - Day 26 student

Chapter 16 - Day 26 student - CHAPTER 16 Integrated...

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Unformatted text preview: CHAPTER 16 Integrated Marketing Communications LO 1 Discuss the role of promotion in the marketing mix LO 2 Discuss the elements of the promotional mix LO 3 Describe the communication process LO 4 Explain the goal and tasks of promotion Learning Outcomes LO 5 Discuss the AIDA concept and its relationship to the promotional mix LO 6 Describe the factors that affect the promotional mix LO 7 Discuss the concept of integrated marketing communications Learning Outcomes P = Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotion The Role of Promotion A plan for the optimal use of the elements of promotion: u Advertising u Public Relations u Sales Promotion u Personal Selling Promotional Strategy Competitive Advantage Convince the target market of your Competitive Advantage Unique features Excellent service low prices Rapid delivery High product quality A competitive advantage is the set of unique features of a company and its products that are perceived as superior over the competition. The Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organizations overall goals. u Advertising u Public Relations u Sales Promotion u Personal Selling P r o m o t i o n a l M i x Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. A d v e r t i s i n g Ranging from a newspaper classified ad to a Multimillion-dollar campaign . Most commonly distributed by traditional media, though increasingly through non- traditional media, such as Web sites, e-mail, and blogs. Advertising Media Traditional Advertising Media New Advertising Media u Television u Radio u Newspapers u Magazines u Books u Direct mail u Billboards u Transit cards u Internet u Banner ads u Viral marketing u E- mail u Interactive video Advertising Advantages Disadvantages u Reach large number of people u Low cost per contact u Can be micro- targeted (directed to small groups) u Total cost is high u National reach is expensive for small companies Public Relations The marketing function that: 1. evaluates public attitudes, 2. identifies areas within the organization that the public may be interested in, and 3. executes a program of action to earn public understanding and acceptance....
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This note was uploaded on 02/12/2012 for the course SCM 301 taught by Professor Montabon during the Spring '11 term at Iowa State.

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Chapter 16 - Day 26 student - CHAPTER 16 Integrated...

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