ch. 16 IMC.ppt student version

ch. 16 IMC.ppt student version - Chapter 16 Promotion...

Info icon This preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
© 2010 Robert H. Smith School of Business University of Maryland Chapter 16: Promotion Integrated Marketing Communication (IMC) Professor Whitney Fall 2010
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
© 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
Image of page 2
© 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
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
© 2010 Robert H. Smith School of Business University of Maryland General Goal
Image of page 4
© 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
Image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
© 2010 Robert H. Smith School of Business University of Maryland Integrated Marketing Communications
Image of page 6
© 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
Image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
© 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
Image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern