COMM 223 Study Guide - Final Guide: Direct Marketing, Out-Of-Home Advertising, Promotional Mix
31 Jan 2015
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4p"s product mix, price mix, place mix (distribution channel), promotion mix. Final exam: if you have to discuss promotion mix, communication mix or imc, you must define all 5 components. 5 components of integrated marketing communication: (memorize this information, very. Promotion mix tools: how to design imc: new trends in the promotion mix: use of diverse promotional tools, media advertising captures only 26% of total promotion spending, maintain the consistency among messages from different promotional sources (importance of. Sales promotion (two types: trade promotion (monetary or non-monetary incentives (price discounts) gives to retailers/wholesalers financial incentive can be transferred to final customers) and consumer. Promotion (financial and non-financial incentives can be given directly to final customers: reach: medium, cost: medium, effect on sales: short-term. Public relations (public any organization that can directly/indirectly influence our business operations: believable if you use press release, source of info from 3rd party media company so it"s believable and persuasive, underused, cost: very low.
