MKTG101 Lecture Notes - Lecture 9: Integrated Marketing Communications, Marketing Communications, Sales Promotion
4 Aug 2018
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Document Summary
To reinforce the product or brand and increase repeat purchase. Marketing communications can be designed to increase general awareness about and goodwill towards an organisation. Philanthropic activit s tied to the purchase of a product. The coordination of promotional e orts to maximise the communication e ect. Combinations of methods used to promote an idea or product. The four elements of a promotion mix are: The transmission of paid messages about an organisation, brand or product to a mass audience. Worth over billion a year in australia. Reaches many people at relatively low cost per person. Half the money i spend on advertising is wasted; the trouble is i don"t know which half . John wanamaker us department store merchant (1838-1922) Communications aimed at creating and maintaining relationships between the marketing organisation and its stakeholders. E ective pr messages are timely, engaging, accurate and in the public interest.
