24108 Lecture Notes - Lecture 7: Sales Promotion, Marketing Mix, Malicious Falsehood
Document Summary
Explain promotion and its role in the marketing mix. Describe types of advertising and the steps in creating an ad campaign. Promotion: promotion: the marketing activities that make potential customers, partners and society a(cid:449)are of a(cid:374)d attra(cid:272)ted to the (cid:271)usi(cid:374)ess(cid:859)s offeri(cid:374)gs, marketing communications: a term for promotion that refers to communicating a message to the marketplace. Integrated marketing communications: integrated marketing communications (imc): the coordination of promotional efforts to maximise the communication effect, promotion mix: combination of methods used to promote a product or idea. Advertising: competitive advertising: using advertising to promote the features and benefits of a product relative to competing products, comparative advertising: using advertising to directly compare a product against a competing product. Creating an advertising campaign: understand the market environment, know the target market (audience, set specific objective, create the message strategy, allocate resources, select media, produce the advertisement, place the advertisement, evaluate the campaign. Written communications with stakeholders (e. g. annual reports)
