MKTG101 Lecture Notes - Lecture 9: Sales Promotion, Ambush Marketing, Retail
15 Mar 2020
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Document Summary
To support the organisation"s overall marketing objectives. To encourage product trial and create demand. To reinforce the product or brand and encourage repeat purchase. 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 (pink breast cancer water bottles) Imc; the coordination of promotional efforts to maximise the communication effect. Combinations of methods used to promote a product or idea. The four elements of a product mix are: advertising, public relations, sales promotion, personal selling. The transmission of paid messages about an organisation, brand or product to a mass audience; worth over billion per year in australia. Benefits; reaches many people at a relatively low cost per person. Half the money i spend on advertising is wasted; the trouble is i don"t know which half. Communications aimed at creating and maintaining relationships between the marketing organisation and its stakeholders.
