MKTG1025 Lecture Notes - Lecture 9: Investor Relations, Promotional Mix, Sales Promotion
Document Summary
Press/media releases, sponsorship, special events, experiential, networking. Is very effective when used with other types of promotion. It is good as it can reach many people using exaggerating messages especially when used with other types of promotion stuff. Used as an after-thought: never really use, only think about it. Personal presentation by the firm"s salesforce for the purpose of making sales and building customer relationships: use firm"s salesforce to increase sells and build rather personal interaction and relationship with the customer. Effective for building preference, conviction and action: personal touch to sell the product. Cost effective in markets with high ticket items or where there are few buyers: can afford the cost if the product are expensive and have limited buyers, exclusivity. Cost: 3 times of advertising: need a lot of attention and commitment, expensive as fuck. An individual representing a company to customers.
