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MKTG

MKTG. 16. CHAPTER. Integrated Marketing Communications. Overall Marketing Objectives. Promotional Mix Advertising Public Relations Sales Promotion Personal Selling Promotion Plan. Marketing Mix Product Place Promotion Price. Target Market.

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MKTG

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  1. MKTG 16 CHAPTER Integrated Marketing Communications

  2. Overall Marketing Objectives • Promotional Mix • Advertising • Public Relations • Sales Promotion • Personal Selling • Promotion Plan • Marketing Mix • Product • Place • Promotion • Price Target Market The Role of Promotion in the Marketing Mix LO1

  3. Characteristics of the Elementsin the Promotional Mix LO3

  4. Advertising Media NewAdvertising Media Traditional Advertising Media • Internet • Banner ads • Viral marketing • E- mail • Interactive video • Social Media • Television • Radio • Newspapers • Magazines • Books • Direct mail • Billboards • Transit cards LO2

  5. Public Relations Tools • New product publicity • Product placement • Consumer education • Event sponsorship • Issue sponsorship • Internet presence • Public Relations Functions • Maintain a positive image • Educate the public about the company • Introduce new products • Support the sales effort • Generate favorable publicity • Employee and Investor relations • Crisis Management LO2

  6. Free samples Contests Premiums Trade Shows Vacation Giveaways Coupons Types of Sales Promotion End Consumers Company Employees Trade Customers LO2

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