MKTG101 Lecture Notes - Lecture 9: Comparative Advertising, Integrated Marketing Communications, Marketing Communications
Chapter 9 (Promotion)
Objectives of promotion:
• To support the organisation's overall marketing objectives
• To demonstrate features and benefits
• To encourage product trial and create demand
• To reinforce the product or brand and encourage repeat purchase
• To increase support offered by retailers
• To retain loyal customers
• Marketing communications can be designed to increase general awareness about
and goodwill towards an organisation.
• Cause-related marketing
➢Philanthropic activities tied to the purchase of a product.
Integrated marketing communications
• Itegrated arketig ouiatios IMC The oordiatio of prootioal efforts to
maximise the communication effect.
• Prootio ix
− Coiatios of ethods used to proote a produt or idea.
− The four eleets of a prootio i are:
• advertisig
• public relations
• sales promotion
• personal selling.
Advertising
The transmission of paid messages about an organisation, brand or product to a mass
audience.
Benefits: Reaches many people at relatively low cost per person
Limitation: Difficult to measure effectiveness
Creating an advertising campaign
• Ke steps i reatig a advertisig apaig:
1 Understand the market environment
2 Know the target market (audience)
3 Set specific objectives
4 Create the message strategy
5 Allocate resources
6 Select media
7 Produce the advertisement
8 Place the advertisement
9 Evaluate the campaign
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