MKT 320F Lecture Notes - Lecture 14: Podcast, Boyne Resorts, Golf Magazine
Document Summary
Chapter 14- promotion: introduction to intergrated marketing communcation. -the careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer. -slash of advertising spending in favor of promotional techniques that generate immediate responses. For: widely scattered market informed buyers brand-loyal repeat purchasers. Push strategy versus pull strategy push: manufacturer agressively trying to get wholesaler and retailer to purchase products/handle goods pull: manufacturer will promote directly to consumer with hope that they will go into retailer/wholesaler demanding the product. -promotional strategy: a plan for optimal use of the elements of promotion: -combination of promotion tools used to reach the target market and fulfill the organization"s overall goals. Includes: advertising public relations personal selling sales promotion advertising public relationship personal selling sales promotion social media. -traditional advertising media: television, radio, newspaper, magazines, books, direct mail, billboards, transit cards. -new advertising media internet banner ads viral marketing email interactive video.
