ch. 16 IMC.ppt student version

ch. 16 IMC.ppt student version - © 2010 Robert H. Smith...

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Unformatted text preview: © 2010 Robert H. Smith School of Business University of Maryland Chapter 16: Promotion Integrated Marketing Communication (IMC) Professor Whitney Fall 2010 © 2010 Robert H. Smith School of Business University of Maryland The Role of Promotion A plan for the optimal use of the elements of promotion: Advertising Public Relations Sales Promotion Personal Selling Promotional Strategy Promotional Strategy © 2010 Robert H. Smith School of Business University of Maryland The Role of Promotion in the Marketing Mix Overall Marketing Objectives Overall Marketing Objectives Marketing Mix • Product • Place • Promotion • Price Marketing Mix • Product • Place • Promotion • Price Target Market Target Market Promotional Mix • Advertising • Public Relations • Sales Promotion • Personal Selling Promotion Plan Promotional Mix • Advertising • Public Relations • Sales Promotion • Personal Selling Promotion Plan © 2010 Robert H. Smith School of Business University of Maryland General Goal © 2010 Robert H. Smith School of Business University of Maryland Goals and Tasks of Promotion Informing Informing Reminding Reminding Persuading Persuading Target Audience Target Audience © 2010 Robert H. Smith School of Business University of Maryland Integrated Marketing Communications © 2010 Robert H. Smith School of Business University of Maryland IMC Popularity Growth Proliferation of thousands of media choices Fragmentation of the mass market Slash of advertising spending in favor of promotional techniques that generate immediate response © 2010 Robert H. Smith School of Business University of Maryland The Promotional Mix Most commonly distributed by Most commonly distributed by traditional media, though traditional media, though...
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This note was uploaded on 04/09/2012 for the course BMGT 350 taught by Professor Boyd during the Fall '08 term at Maryland.

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ch. 16 IMC.ppt student version - © 2010 Robert H. Smith...

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