Chapter 1

Chapter 1 - Chapter 1 IMC 1/23 Sales Promotion To get a product introduced Get existing costumers to buy more Attract new customers Maintain sales

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Chapter 1, IMC 1/23 Sales Promotion - To get a product introduced - Get existing costumers to buy more - Attract new customers - Maintain sales in off season (seasonal products) - Increase retail inventories - Tie in advertising and personal selling (coupons, etc) - Enhance personal selling - Combat competition Factor Advertising Publicity Control Great Little Credibility Lower Higher Reach Measurable Undetermined Frequency Schedulable Uncontrollable Cost High (specific) Low (unspecific) Flexibility High Low Timing Specifiable Tentative *all factors go back to control *publicity good + bad for celebrities Publicity – Feature Articles – Interviews – Special Events – Press Conferences – New Releases *anyone in public eye gets publicity… people magazine, tabloids, TV shows (reality shows, American Idol, etc) Public Relations use: (planned, (difference between PR and publicity) Publicity vehicles Special publications Community Activities – service projects Corporate Advertising – ex. Helping environment
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This note was uploaded on 04/07/2008 for the course ADV 2374 taught by Professor Ford during the Spring '08 term at SMU.

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Chapter 1 - Chapter 1 IMC 1/23 Sales Promotion To get a product introduced Get existing costumers to buy more Attract new customers Maintain sales

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