MKTG1001 Lecture Notes - Lecture 10: Web Design, Product Differentiation, Crisis Management
Be able to understand the integrated marketing communications process.
•
Be able to explain the promotional mix and the relevance of each in achieving specific
objectives.
•
Be able to understand the processes involved in advertising.
•
Be able to understand the nature and functions of public relations.
•
Be able to describe sales promotion tools and techniques which may be used to create
immediacy and close sales, as well as reward loyal customers.
•
LO:
Companies must do more than just create customer value. They must also use promotion to
communicate that value clearly and persuasively.
•
free but tends to be an expense to then gain WOM
○
Source of expense
•
Have to determine what message you are trying to communicate, how you will communicate
it and through what median (what)
•
Be specific with media (for assignment)
-
What message you want to communicate
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Promotion:
W10 - Promotion
Wednesday, 16 May 2018
2:07 PM
Lectures Page 1
Communication aspect is usually outsourced to agencies
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Integrated marketing communication
•
The firms promotional mix
•
Using a variety of communication tools to deliver a consistent deliberate message to the
market (consumer and publics)
•
IMC:
Lectures Page 2
Promotion mix elements:
Non-personal communication of information usually paid for and persuasive in nature about
products or ideas by an identified sponsor through various media.
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Advertising:
•
Short term incentives of gifts or money that facilitate the movement of products from
producer to end user.
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Sales promotions:
•
Consists of activities that influence public opinion and create goodwill for the organization.
-
Public Relations:
•
A direct face-to-face interaction with potential buyers.
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Personal Selling:
•
Direct communication through non-personal media with carefully targeted individuals to
obtain an immediate response.
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Direct Marketing:
•
Lectures Page 3
Document Summary
Be able to understand the integrated marketing communications process. Be able to explain the promotional mix and the relevance of each in achieving specific objectives. Be able to understand the processes involved in advertising. Be able to understand the nature and functions of public relations. Be able to describe sales promotion tools and techniques which may be used to create immediacy and close sales, as well as reward loyal customers. Companies must do more than just create customer value. They must also use promotion to communicate that value clearly and persuasively. Source of expense free but tends to be an expense to then gain wom. Have to determine what message you are trying to communicate, how you will communicate it and through what median (what) Using a variety of communication tools to deliver a consistent deliberate message to the market (consumer and publics)
