BUSI 406_Mar 29

BUSI 406_Mar 29 - Advertising and Sales Promotions BUSI 406...

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Advertising and Sales Promotions BUSI 406 Session 22 Mar 29 2010
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1 2 2 BUSI 406  Spring  2010 Discuss the process and advantages of  integrated marketing communications in  communicating customer value. Define the five promotion tools and discuss the  factors that must be considered in shaping the  overall promotion mix. Describe and discuss the major decisions  involved in developing an advertising program. Explain how sales promotion campaigns are  developed and implemented. Rest Stop:   Previewing the Concepts
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1 2 3 BUSI 406  Spring  2010 The company’s total promotion mix (also  called the  marketing communications mix consists of a specific blend of: Advertising Sales promotion Public relations Personal selling Direct marketing We will focus on Advertising*Sales promotions  today. The Promotion Mix
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1 2 4 BUSI 406  Spring  2010 Factors affecting IMC Consumers are better informed with more tools. Shift away from mass marketing New technology tools These factors have shifted the marketing  communications model so that firms are doing  less broadcasting  and  more narrowcasting . Integrated Marketing Communications
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1 2 5 BUSI 406  Spring  2010 Promotion Mix Strategies Push strategy: Promotion strategy that calls for using the sales  force and trade promotion to push the product  through channels. Pull strategy:
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This note was uploaded on 02/27/2012 for the course BUSI 407 taught by Professor Bowen during the Spring '11 term at UNC.

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BUSI 406_Mar 29 - Advertising and Sales Promotions BUSI 406...

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