m1l8 - David Robinson D. Robinson, 2011 Fall 2011 Module 1...

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Unformatted text preview: David Robinson D. Robinson, 2011 Fall 2011 Module 1 Delighting Customers Lecture 8: Promotion II Class 8 : Promotion II The structure of promotional messages Last two parts of the Promotional Mix: Direct Promotion Mass Media Advertising Promotion is the fourth element of the Marketing Mix Marketing Mix Product Price Place Promotion The Promotional Mix Promotion Integrated Marketing Communications Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media First, a sidebar on the Structure of Promotional Messages Structure of Any Promotional Message Attention Interest Desire Action Attention, Interest, Desire, Action Direct Promotion Promotion Integrated Marketing Communications Personal Selling Sales Promotion Public Relations Direct Promotion Mass Media Direct Promotion Any promotion in which an individual customer is addressed by name, address, e-mail address or phone number First class mail Mail catalogs E-mail promos Telemarketing Direct Promotion: Not in the text [Nickels 9e] Reminder on why it is worth breaking out from Advertising How it is different than advertising Direct promotion is not the same as Direct Selling (think Dell) p. 414 9e Direct Promotion...
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m1l8 - David Robinson D. Robinson, 2011 Fall 2011 Module 1...

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